最新的上海金融学院毕业论文 2.doc

上海金融学院毕业论文Shanghai Finance UniversityNiels Brock Copenhagen Business CollegeFinal Project Work 论文题目： 如何提高真鲜奶吧在杭州的市场份额 ? Title： How to improve the market shares of Zhenxian Milk Bar in Hangzhou? 专业/Major： 市场营销/ international marketing 姓名/学号： 王卓扬/2010177237 Name / Student No.： Wang Zhuoyang / 2010177237 指导老师/Guidance Teacher： Yanshu 丹麦主考/Danish Examiner： Soren Andersen 公司/Company： Zhenxian Milk Bar AbstractNowadays, we are indeed living in an age that seems to be traveling faster that the speed of light; meanwhile, the issue on how to improve the market shares of Zhenxian Milk Bar in Hangzhou has aroused an increasing number of individuals attention.the positioning is an important part of the business development process, has a huge impact on the long-term development of the business. In this paper, Based on the market, the business district of Hangzhou, the basic situation of residential and the consumers a variety of consumer characteristics, competitors in all aspects of investigation and research, combined with understanding of the companys own products Yi Ming, real milk bar format, and other resources, in-depth Analysis of Hangzhou and potential market capacity, market segmentation selection point, the purchasing power of consumer audiences, consumer psychological changes. The use of positioning theory to find out some problems in Hangzhou market, thus for enterprises in Hangzhou and healthy development of a more reasonable brand as well as product positioning recommendations.Key Words：Market share, Market Positioning; Zhenxian Milk Bar; Market Research; InvestigationTABLE OF CONTENTS1. Introduction51.1 The development of Zhenxian Milk Bar51.2 the reference to current domestic market51.3 The introduction to the product62 .Problem Statement72.1The finding the of problem72.2 the formulation and the analyze of the problem83.Methodology93.1 Information collection93.2 Analysis theories and methods94.Market & Competitors Analysis104.1 Entry of Competitors114.2 Threat of Substitutes144.3 Bargaining power of suppliers154.4 Bargaining power of buyers164.5 Rivalry among the existing players245. Suggestions for Zhenxian Milk Bar245.1 SWOT Analysis245.2 Relative suggestion266. Evaluation287.Conclusion29Bibliography301. Introduction1.1 The development of Zhenxian Milk Bar In this part, I will introduce the development of the Zhen Xian Milk Bar, the current operate situation as well as the performance towards the cosmetics divisions products line. Besides, through the brief introduction, I can guarantee that you can find the question which I have mentioned above easily.As we all know that Zhejiang Yiming Limited Company mainly engaged in dairy cattle breeding, dairy products、bread, cakes production and sales ，it is also as one of the national key leading agricultural enterprises. Yiming Company successfully opened the first Yiming Zhenxian Milk Bar in 2002, developed to today its chain stores become across Jiangsu, Zhejiang, Fujian provinces. At present, Yiming has 70% of the milk supply in Hangzhou，in order to enhance the quality of the milk, Yiming established Farm management, Planting grasses, feed processing, dairy cattle breeding comprehensive animal husbandry management system. Achieve the dairy farming industry to the scientific, standardized operating mode change, and create a new mode in Hangzhou. The Yimings logistics is to build the first brand in the south of Zhejiang and the north of Fujian, Powerful distribution network andProfessional delivery people, with industrialization, standardization, and the process of the way pass “fresh, live, beautiful everyday.From May 2002 to the end of 2012, Yiming Company creatively opened the first Yiming Zhenxian Milk Bar, and after 10 years of development, the number of stores in the Wenzhou area has reached 108, including 36 directly-managed stores and 72 franchise stores.1.2 the reference to current domestic marketNowadays, the market share of fresh milk is very small. At the same time, although there are a lot of brands opened stores sold the fresh bread, but they dont have the fresh milk. So the promotion space of Zhenxian Milk Bar is big. And the breakfast of Zhenxian Milk Bar are health and nutritive. Chinas GDP has jumped to third in the world. But China is still a third world country; Chinas economic development is relatively simple, mainly for export-led growth, Chinas economic development rapidly, living standards continue to improve. Under the development of macro-economic, the market demand are expand, business development give the industries more opportunities. improve the quality of the milk is the main problem of the producers. the producers wants to meet the demand of the consumers.Zhenxian Milk Bar managed painstakingly 10 years in Hangzhou, it became the leading brand at the market of breakfast milk and Household milk in Hangzhou. But the leading brand is not immutable, if the enterprise wants keep the position, it must dont miss the new formof promising development. So Yiming Limited Company while kept existing market share, also expanded the territory in other cities. In May 2004, the company founded the first Zhenxian Milk Bar operation in Nanjing that meant Yiming Limited Company entered into the national market. Until 2010, their business Across Wenzhou, Lishui, Nanjing, Taizhou and other regions, the number of stores has breakthrough 400. At the same time, Yiming Limited Company wants their brand and Zhenxian Milk Bar to be famous in the Yangtze River Delta. In accordance with the accession commitments of China , China abolished restrictions on the geographical, equity and the number of foreign-invested commercial enterprises in 2004, Chinas retail sector is opened to all the people.1.3 The introduction to the productZhenxian Milk Bar is not only sale milk, but also sale bread. Their products from the production workshop to the hands of customers are not more than 24 hours. The milk has white milk series and yogurt series, the bread have breads, cake, midpoint, dry point and freshly baked. The Yiming white milk produced by Zhejiang Yiming Limited Company, the sterilization by pasteurization and the milk from the producing departments to your hand in 24 hours.It has introduced the brand “inm” and “Ridge Catcher”. The“inm”sales all kinds of products, but the “Ridge Catcher” only sale cake and bread. The white and yogurt all have many flavors, volume and packing. They always produce new taste milk, and at present, eggs taste yogurt is applying for patent.Their products are sold only in specialized stores named Zhenxian Milk Bar. The most stores of Zhenxian Milk Bar mainly open in the densely populated place, like Pedestrian Street or the corner of the road.2 .Problem Statement2.1The finding the of problem Healthy drinks are new and popular in soft drink industry.They will also be a important part of the industry in the future.Overview: The vision at health care division is to make peoples lives more beautiful based on its high quality and nutrition products. In order to increase the quantity of the milk and bread,also improve the market share and the position, Zhenxian Milk Bar in Hangzhou made the marketing strategy is to hold effective, creative promotion activities to enhance brand awareness and ultimately build up an efficient, controllable, professional market operation system.The basic marketing concepts of Zhenxian Milk Bar are: Fresh, Alive, and Beautiful every day.Firstly, I came from Wenzhou, and I ever stay Hangzhou about six years. I often feel surprising when I know the first store of Zhenxian Milk Bar opened in Hangzhou, from that moment I began to care about itSecondly, I often watch TV or surfing Internet to collect information about Zhenxian Milk Bar. In the information, they describe the product in details. I visited many stores of Zhenxian Milk Bar in Wenzhou and Hangzhou in order to observe all kinds of things, like the products, the service and so on. Also I chose some stores of other brands to research in Hangzhou.As a result, Zhenxian Milk Bar in Hangzhou had 19 chain stores; it is not many or few. And we can see the Zhenxian Milk Bar in Hangzhou had hundreds of chain stores. We can see that the potential of the market in Hangzhou is huge. The competition also is fierce, but Zhenxian Milk Bar has its advantages, so I hope to make the market plan in order to make the Zhenxian Milk Bar performance growth.2.2 the formulation and the analyze of the problemNo matter the brand awareness or market share, Zhenxian Milk Bar care business does not go well in Hangzhou market. Through the survey, I found the some issues existing as following:1. Customers brand awareness is too strong, Zhenxian Milk Bar originally from Wenzhou to launch into Hangzhou market. Although Zhenxian Milk Bar reached outstanding achievement in Hangzhou, but in Hangzhou because of the lack of specific marketing strategy, couldnt compete with other brands. The other brands entered into Hangzhou market early, they occupied the most market share, so Zhenxian Milk Bar is difficult to increase market share. On an on-line anonymous survey of brand awareness: there are only 20.23% of participants know Zhenxian Milk Bar in Hangzhou, But for 85 Degrees C is much higher, reached 61.23%.2. Zhenxian Milk Bar as a special leisure restaurant, their special products is fresh white milk, yogurt and main products is bread, with many kinds of food to form a breakfast culture. In Hangzhou, a lot people like eat breakfast in Zhenxian Milk Bar, but not in Hangzhou. The customers in Hangzhou did not know the products of Zhenxian Milk Bar are more nutritive than other, especial drink the milk with eggs or breads. And also the consumers in Hangzhou cant distinguish Zhenxian Milk Bar and other bread shops, so it makes Zhenxian Milk Bar lost much market share.According to the discoveries mentioned above, we will discuss and provide solution about this final project based on this.3.Methodology 3.1 Information collectionThe way we choose to collect the data is very universalquestionnaire. In order to know consumers consumption habit, I wrote this questionnaire. The questionnaire of the biggest advantages is that it can break through space-time limits, at the same time to investigate many respondents in wide range. And the questionnaire is easy for the investigation results to quantitative research, so it could save time and money.The most outstanding disadvantage of the questionnaire is that it cans only obtain written social information, but it cant understand the lively and concrete social situation. And because of filled out the questionnaire more easily, some respondents arbitrary tick or circle, which makes the investigation lost its authenticity. So it is difficult to make a qualitative research.According to the above information, I decided to use different way that make questionnaire on Internet through friends pass one by one.Face to face is a good way to communicate with staffs and customers in the stores of Zhenxian Milk Bar or other brands. 3.2 Analysis theories and methodsFive competitive forces: I applied Michael E. Porters “five competitive forces” theory to make analysis for Zhenxian Milk Bar in Hangzhou. Because of it is applicable to any industry. Five forces model determines the competition of the five main sources:1. Entry of Competitors2. Threat of Substitutes3. Bargaining power of supplier4. Bargaining power of buyers5. Rivalry among the existing playersIn the last aspect Rivalry among the existing players，I also used 4P model in external marketing audit with internal marketing audit to analysis the competitive tension.4ps: 1.product 2.promotion 3.price 4. PlaceIn the last part of the thesis suggestion, I used SWOT to summarize and formulate core strategies to improve Zhenxian Milk Bar market performance. SWOT could make us easier to know the development direction in the future.SWOT: 1.strengths 2.weaknesses 3.opportunities, 4.threat4.Market & Competitors AnalysisAccording to Michael E Porters “five competitive forces” theory, the analysis of a specific industry needs from five aspects as illustrated below:Through the analysis, we know that a companys marketing strategy plays a pivotal role in making products and services available to consumers. Companies must consider how their product offerings fit within the marketplace and what they have to offer in terms of innovation and convenience. Companies must also identify their target customers and find ways to meet their needs and expectations through clear and effective marketing communications.Competitive intelligence is a specialist function within the broader field of market research. Competitive intelligence professionals monitor competitive activity, analyze the information and make recommendations that affect marketing strategy, product development and account planning. It plays an important role in strategic decision making by providing an early warning of competitive activity and a risk assessment of the likely impact on an organization.4.1 Entry of CompetitorsHere are a lot of competitors in Hangzhou. They are from different countries or regions. Also, in domestic, there are also the main brands LOGO in Hangzhou that compete with Zhenxian Milk Bar,there are a lot of competitors in Hangzhou, but the bigger competitors are 85 Degrees C, PARIS BAGUETTE, Christine, and DAN BI CAKE. And we must care more about 85 Degrees C, because they also have something to drink. But they dont sale milk, so we also have our characteristic.In general, the Chinese peoples incomes level increases, people life rhythm speeding up, and the consumers attitudes to update, promote the catering industry developing rapidly. However the customers will more and more care about the quality, characteristics, nutrition of the food. Catering market consumption from the original price selection change to the taste, atmosphere, service and brand culture, Selectivity and rational consumption enhanced obviously. This transfers to us that marketing strategy is a written document that identifies the various ways you will market and promote your products and services. Marketing strategies include several important components, such as a statement of goals, an analysis of your marketplace, and strategies and tactics. Developing a marketing strategy has several distinct advantages. Today customers have more demand for special catering and leisure catering, so we have to adapt to and guide the development. The Zhenxian Milk Bar established the members integral system, with the specified points can exchange small gifts. Also they set a lot of economic suite. We can often invite the consumers to eat the new products for free. Let more consumers know our new products. BrandAREAProportion (2010)%Proportion(2011)%85 Degrees CTaiwan35.436.8PARIS BAGUETTE Korea23.821.2ChristineShanghai21.920.4Zhenxian Milk BarHangzhou13.214.5Others6.77.1From the table, we can know that although there were many brands enter into Hangzhou market early, so they had the most of market share. But there were also many people are willing to pay attention to the new brand like Zhenxian Milk Bar, and it successfully attracted many loyal customers. We also know most of customers brand Loyalty is high, so last two years the market share of Zhenxian Milk Bar was unchanged basically. But we can see that the future market is big, we are confidence to meet the challenges. This way we may cost much more resource to eliminate consumers loyalty of current brand, and we must let Zhenxian Milk Bar set a perfect distribution system to keep the products fresh.4.2 Threat of SubstitutesAs a special leisure restaurant, their price is a little higher. There are many drinks can instead of milk, in terms of price positioning, some people prefer cost little money to buy drinks. But the milk in Zhenxian Milk Bar is fresh and nutritive, so we can change the preferences of consumers that let they know milk in Milk Bar is worth the price.Price compared with the product, place and promotion in the marketing mix, is a key factor in enterprises to promote the sale, effective. Enterprise pricing is necessary to consider the purpose and results of their marketing activities, but also consider consumer acceptance of price, so that pricing has the characteristics of the buyers and sellers bidirectional decision-making. Products Price/yuanWhite milk 3-5.5 . Yogurt milk 4-6 Breads 3-8. Cake 4-7 Midpoint 4.5-6. Dry point 5-8 Freshly baked 5-10The same leisure restaurants like Zhenxian Milk Bar main including Tea storm, kylin. By comparison, Zhenxian Milk Bar has the following advantages:1. The store layout of Zhexian Milk Bar is larger relatively,2. And a lot of foods can instead of bread, cake in Zhenxian Milk Bar, like KFC, McDonalds, Yonghe Soybean Milk. These foods all easy to carry and dont need to wait a long time. But compare with these brands, the price of Zhenxian Milk Bar lower than the most brands. While environment of Zhenxian Milk Bar gives people a warm and comfortable feeling, so Zhenxian Milk Bar is a store that you spending a little money to enjoy in a high quality environment. 4.3 Bargaining power of suppliersThere are two types of supplier: Production-related Supplier and Non-production-related Supplier (A