东鹏特饮(瓶装)抢占广州大学生市场营销组合策略--

rapid development of the market economy environment to explore public servants duty consumption monetization reform has provided a good foundation The socialization of rear service work has been launched and rapid progress in some places and departments duty consumption monetization of carrier and approach to management has been resolved Third in recent years exploring the monetization of duty consumption has made some progress have gained some experience and can provide reference to the comprehensive reform of the system of public servants duty consumption further Implementing an honest canteen standardize official entertaining management enhancing the telecommunication expense management elimination of County travel and countryside subsidies research village officials capitalization management of corporate spending and so on Finally group 18 session to be held in Beijing from November 9 2013 to 12th 35 years ago blew the third plenary session of the reform and opening up in the spring breeze changed affect the world today 35 years later in the eyes of the nation and the world expect again to reform mark China ushered in the 18 session XI General Secretary pointed out that China s reform has entered a crucial period and the Sham Shui Po District must be based on greater political courage and wisdom lose no time in deepening reform in important fields Dares to crack a hard nut dares to question the Rapids which dares to break the barrier of ideas and dare to benefit cure barriers Deepening reform and opening up is on schedule to achieve institutional safeguards of the moderately well off Under the five in one the General layout of socialist modernization requirements 18 session of the decision was a five in one and the improvement of overall scheme of reform will promote an integrated and coordinated economic political cultural social and ecological civilization construction of the five reforms and the party s construction in the area of institutional reform The five in one programme is to achieve a comprehensive reform of institutional guarantees for objectives of build a well off society the smooth progress of the construction of a well off society and reform the objectives of the programme One holding time and place importance on November 9 2013 to the 18 session of the 12th Beijing since 1978 35 have been 7 plenary session each time on major issues of political and economic life of the country has made important deployment In accordance with PRC political practice often at every session of the CPC Central Committee in a plenary session was held immediately after the party s Congress on the theme personnel discussing election Central s top leaders such as the election of the Standing Committee of the political Bureau through the Central Committee members decisions such as members of the Central Military Commission The second plenary session is held in two sessions before the general election mainly to discuss a new State personnel issues But by the third plenary session each session of the Central Committee of national institutions and personnel problems have been arranged you can concentrate on national development and reforms Previous plenary session is often branded with a central leading collective often by looking at the third plenum of the initiative to found the current central leadership collective governance characteristics From the analysis of the process of economic reform in China plenary session 12 session 14 16 plenary session have programmatic meaning respectively marking the four stages of China s economic reform and that the start up phase of reform reform construction phase and perfecting the Socialist market economy framework stage of socialist market economy Previous plenary session topics proposed to the third plenary session of taking class struggle as the key link shifted to socialist modernization 12 session marked the change from rural to urban established with public ownership as the Foundation of a planned commodity economy 13 session at a time when both the old and the new system change governance and rectify the economic order 14 Fair and efficient and authoritative Socialist judicial system safeguard the people s interests Legal authority to uphold the Constitution deepening the reform of administrative law enforcement ensure that the right to exercise judicial power independently and impartially according to law the prosecution perfecting the running mechanism of judicial power improve the system of judicial protection of human rights Plenary session Affairs the right to adhere to the system and let the people authority to let the power run in the Sun is shut up in a cage of the system power policy Decision Science implementation should be constructed strong supervise the running of powerful system improve the system of punishing and preventing corruption promoting political integrity and strive to achieve cadres honest and Government integrity clean politics To form a scientific and effective coordination of power restriction and mechanisms to strengthen anti corruption institutional innovation and institutional protection sound improvement style normal system Plenary session building a socialist culture in China enhancing national cultural soft power must adhere to the orientation of advanced Socialist culture adhere to the development of Socialist culture with Chinese characteristics adhere to the people centred work oriented further deepening reform of culture To improve the cultural management system establish and improve the modern market system and building modern public cultural service system improve the level of culture opening Plenary session achieving development results more equitable benefit of all people we must speed up reform of social programs and solve the issues of concern to the people the most direct and real interest and better meet the needs of the people To deepen education reform improve institutional mechanisms for the 管理系管理系 工商企业管理工商企业管理 专业专业 企业管理学概论企业管理学概论 课程课程 学学 生生 实实 践践 能能 力力 报报 告告 班级 班级 1111 工管工管 3 3 班班 小组 第小组 第 组组 教师 教师 学号姓名备注 林冻瑞 小组成员 Comment 微微微微1 要点 内容太多 了 有些信息可以省略 rapid development of the market economy environment to explore public servants duty consumption monetization reform has provided a good foundation The socialization of rear service work has been launched and rapid progress in some places and departments duty consumption monetization of carrier and approach to management has been resolved Third in recent years exploring the monetization of duty consumption has made some progress have gained some experience and can provide reference to the comprehensive reform of the system of public servants duty consumption further Implementing an honest canteen standardize official entertaining management enhancing the telecommunication expense management elimination of County travel and countryside subsidies research village officials capitalization management of corporate spending and so on Finally group 18 session to be held in Beijing from November 9 2013 to 12th 35 years ago blew the third plenary session of the reform and opening up in the spring breeze changed affect the world today 35 years later in the eyes of the nation and the world expect again to reform mark China ushered in the 18 session XI General Secretary pointed out that China s reform has entered a crucial period and the Sham Shui Po District must be based on greater political courage and wisdom lose no time in deepening reform in important fields Dares to crack a hard nut dares to question the Rapids which dares to break the barrier of ideas and dare to benefit cure barriers Deepening reform and opening up is on schedule to achieve institutional safeguards of the moderately well off Under the five in one the General layout of socialist modernization requirements 18 session of the decision was a five in one and the improvement of overall scheme of reform will promote an integrated and coordinated economic political cultural social and ecological civilization construction of the five reforms and the party s construction in the area of institutional reform The five in one programme is to achieve a comprehensive reform of institutional guarantees for objectives of build a well off society the smooth progress of the construction of a well off society and reform the objectives of the programme One holding time and place importance on November 9 2013 to the 18 session of the 12th Beijing since 1978 35 have been 7 plenary session each time on major issues of political and economic life of the country has made important deployment In accordance with PRC political practice often at every session of the CPC Central Committee in a plenary session was held immediately after the party s Congress on the theme personnel discussing election Central s top leaders such as the election of the Standing Committee of the political Bureau through the Central Committee members decisions such as members of the Central Military Commission The second plenary session is held in two sessions before the general election mainly to discuss a new State personnel issues But by the third plenary session each session of the Central Committee of national institutions and personnel problems have been arranged you can concentrate on national development and reforms Previous plenary session is often branded with a central leading collective often by looking at the third plenum of the initiative to found the current central leadership collective governance characteristics From the analysis of the process of economic reform in China plenary session 12 session 14 16 plenary session have programmatic meaning respectively marking the four stages of China s economic reform and that the start up phase of reform reform construction phase and perfecting the Socialist market economy framework stage of socialist market economy Previous plenary session topics proposed to the third plenary session of taking class struggle as the key link shifted to socialist modernization 12 session marked the change from rural to urban established with public ownership as the Foundation of a planned commodity economy 13 session at a time when both the old and the new system change governance and rectify the economic order 14 Fair and efficient and authoritative Socialist judicial system safeguard the people s interests Legal authority to uphold the Constitution deepening the reform of administrative law enforcement ensure that the right to exercise judicial power independently and impartially according to law the prosecution perfecting the running mechanism of judicial power improve the system of judicial protection of human rights Plenary session Affairs the right to adhere to the system and let the people authority to let the power run in the Sun is shut up in a cage of the system power policy Decision Science implementation should be constructed strong supervise the running of powerful system improve the system of punishing and preventing corruption promoting political integrity and strive to achieve cadres honest and Government integrity clean politics To form a scientific and effective coordination of power restriction and mechanisms to strengthen anti corruption institutional innovation and institutional protection sound improvement style normal system Plenary session building a socialist culture in China enhancing national cultural soft power must adhere to the orientation of advanced Socialist culture adhere to the development of Socialist culture with Chinese characteristics adhere to the people centred work oriented further deepening reform of culture To improve the cultural management system establish and improve the modern market system and building modern public cultural service system improve the level of culture opening Plenary session achieving development results more equitable benefit of all people we must speed up reform of social programs and solve the issues of concern to the people the most direct and real interest and better meet the needs of the people To deepen education reform improve institutional mechanisms for the 实训项目一实训项目一 第 组组长 林冻瑞 副组长 项目名称现代企业营销管理现代企业营销管理 市场营销组合策略市场营销组合策略 项目要求 某品牌非碳酸饮料 或其他你熟悉的产品 拟打算进入广州大学生 市场 请为其设计合理的市场营销组合策略 实训技能目标 能够制定合理的市场营销组合策略 实施 1 企业名称 企业名称 广州东鹏食品饮料有限公司广州东鹏食品饮料有限公司 企业简介 企业简介 要点要点 广州东鹏食品饮料有限公司是深圳东鹏的全资投资公司 位于广州增城三江 占地近广州东鹏食品饮料有限公司是深圳东鹏的全资投资公司 位于广州增城三江 占地近 3 万平方米 建筑面积万平方米 建筑面积 3 万多平方米 紧临广惠高速 万多平方米 紧临广惠高速 324 国道 广汕公路 国道 广汕公路 交通极为便利 交通极为便利 广州市东鹏食品饮料有限公司于广州市东鹏食品饮料有限公司于 2006 年开始立项 基建 于年开始立项 基建 于 2007 年年 6 月投产 是东鹏饮月投产 是东鹏饮 料的主要生产基地 深圳市料的主要生产基地 深圳市东鹏饮料实业有限公司东鹏饮料实业有限公司成立于成立于 1987 年 是深圳市老字号的饮料年 是深圳市老字号的饮料 生产企业 生产企业 2003 年年 9 月公司完成了月公司完成了国有企业国有企业向向民营企业民营企业的转制 改制后的东鹏饮料以食品的转制 改制后的东鹏饮料以食品 流通领域为突破口的流通领域为突破口的经营理念经营理念和管理机制使公司逐渐步入快速发展的轨道 和管理机制使公司逐渐步入快速发展的轨道 东鹏东鹏 是华南地区一个著名的区域性饮料品牌 在消费者和食品经销 批发 零售商中是华南地区一个著名的区域性饮料品牌 在消费者和食品经销 批发 零售商中 享有较高信誉 产品市场覆盖广东 海南 福建 江西 广西等省 是一个在南方市场有影享有较高信誉 产品市场覆盖广东 海南 福建 江西 广西等省 是一个在南方市场有影 响力的饮料品牌 东鹏饮料具有较强的生产能力 拥有一支较强的科研开发队伍 有一批经响力的饮料品牌 东鹏饮料具有较强的生产能力 拥有一支较强的科研开发队伍 有一批经 验丰富的熟练技工 技术力量雄厚 由公司自主研发的验丰富的熟练技工 技术力量雄厚 由公司自主研发的 东鹏东鹏 牌系列饮料曾多次荣获省 部牌系列饮料曾多次荣获省 部 级大奖 级大奖 1994 年年 东鹏东鹏 牌九制陈皮饮料荣获广东省食品工业协会颁发的优秀新产品奖 牌九制陈皮饮料荣获广东省食品工业协会颁发的优秀新产品奖 1999 年年 东鹏特饮东鹏特饮 获广东省轻纺工业厅颁发的优秀新产品奖 获广东省轻纺工业厅颁发的优秀新产品奖 2006 年获深圳市食品安全自年获深圳市食品安全自 律优秀企业称号 多年来 东鹏系列饮料得到国家有关部门的首肯 不断地开发适销对路的律优秀企业称号 多年来 东鹏系列饮料得到国家有关部门的首肯 不断地开发适销对路的 优质产品是东鹏未来的发展方向 优质产品是东鹏未来的发展方向 东鹏饮料集技术开发 生产 销售于一身 拥有先进的生产设备和雄厚的技术开发队伍东鹏饮料集技术开发 生产 销售于一身 拥有先进的生产设备和雄厚的技术开发队伍 及一套完整的饮料销售 推广管理体系 公司现有八条利乐包生产线 两条瓶装饮料生产线 及一套完整的饮料销售 推广管理体系 公司现有八条利乐包生产线 两条瓶装饮料生产线 四条纯净水生产线及一条三片罐饮料生产线 年生产能力达四条纯净水生产线及一条三片罐饮料生产线 年生产能力达 18 万吨 公司产品现有饮用纯万吨 公司产品现有饮用纯 净水 果蔬汁饮料 蜜饯饮料 植物浸提饮料 果味饮料 植物蛋白饮料 维生素功能饮料净水 果蔬汁饮料 蜜饯饮料 植物浸提饮料 果味饮料 植物蛋白饮料 维生素功能饮料 等七大类 三种包装形式 六种包装规格 十六个产品品种 公司非常注重产品质量 有较等七大类 三种包装形式 六种包装规格 十六个产品品种 公司非常注重产品质量 有较 完善的检测设备和严密的质量管理体系 完善的检测设备和严密的质量管理体系 2007 年通过国家年通过国家 QS 认证及广东省食品药品管理认证及广东省食品药品管理 局颁发的保健食品生产许可证 局颁发的保健食品生产许可证 2008 年年 9 月通过保健食品月通过保健食品 GMP 认证审查 公司将不断加认证审查 公司将不断加 强及完善质量管理体系 尽心尽责 精益求精 和谐服务 共创卓越是公司的服务宗旨 强及完善质量管理体系 尽心尽责 精益求精 和谐服务 共创卓越是公司的服务宗旨 其一产品其一产品 东鹏特饮是中国首创的维生素功能饮料 国外也叫能量饮料 东鹏特饮是中国首创的维生素功能饮料 国外也叫能量饮料 富含人体 富含人体 所需的牛磺酸 赖氨酸及多种所需的牛磺酸 赖氨酸及多种 B 族维生素等营养成份 利用先进的生物技术研制而成的抗族维生素等营养成份 利用先进的生物技术研制而成的抗 疲劳保健饮品 能为消费者提供充分的营养 快速补充能量 疲劳保健饮品 能为消费者提供充分的营养 快速补充能量 经功能试验证明对防止疲劳 快速补充能量 提神醒脑 增强耐力等有明显作用 经功能试验证明对防止疲劳 快速补充能量 提神醒脑 增强耐力等有明显作用 1 东鹏特饮东鹏特饮 瓶装瓶装 采用独创的双重卫生保险体系 产品更卫生 更洁净 采用独创的双重卫生保险体系 产品更卫生 更洁净 2 国家卫生部批准的抗疲劳保健饮品国家卫生部批准的抗疲劳保健饮品 卫食健字卫食健字 1998 580 号 号 3 中国首创的维生素功能饮料中国首创的维生素功能饮料 4 已有已有 2 4 亿多人次分享过中国销量第一的瓶装维生素功能饮料亿多人次分享过中国销量第一的瓶装维生素功能饮料 Comment 微微微微2 最近三年是以现 在为基准 还是以 2003 年为基准 数据要准确 否则不要轻易引用 Comment 微微微微3 这两部分分析的 非常好 通过该分析展示出大学生市 场对该产品的需求及市场特点 rapid development of the market economy environment to explore public servants duty consumption monetization reform has provided a good foundation The socialization of rear service work has been launched and rapid progress in some places and departments duty consumption monetization of carrier and approach to management has been resolved Third in recent years exploring the monetization of duty consumption has made some progress have gained some experience and can provide reference to the comprehensive reform of the system of public servants duty consumption further Implementing an honest canteen standardize official entertaining management enhancing the telecommunication expense management elimination of County travel and countryside subsidies research village officials capitalization management of corporate spending and so on Finally group 18 session to be held in Beijing from November 9 2013 to 12th 35 years ago blew the third plenary session of the reform and opening up in the spring breeze changed affect the world today 35 years later in the eyes of the nation and the world expect again to reform mark China ushered in the 18 session XI General Secretary pointed out that China s reform has entered a crucial period and the Sham Shui Po District must be based on greater political courage and wisdom lose no time in deepening reform in important fields Dares to crack a hard nut dares to question the Rapids which dares to break the barrier of ideas and dare to benefit cure barriers Deepening reform and opening up is on schedule to achieve institutional safeguards of the moderately well off Under the five in one the General layout of socialist modernization requirements 18 session of the decision was a five in one and the improvement of overall scheme of reform will promote an integrated and coordinated economic political cultural social and ecological civilization construction of the five reforms and the party s construction in the area of institutional reform The five in one programme is to achieve a comprehensive reform of institutional guarantees for objectives of build a well off society the smooth progress of the construction of a well off society and reform the objectives of the programme One holding time and place importance on November 9 2013 to the 18 session of the 12th Beijing since 1978 35 have been 7 plenary session each time on major issues of political and economic life of the country has made important deployment In accordance with PRC political practice often at every session of the CPC Central Committee in a plenary session was held immediately after the party s Congress on the theme personnel discussing election Central s top leaders such as the election of the Standing Committee of the political Bureau through the Central Committee members decisions such as members of the Central Military Commission The second plenary session is held in two sessions before the general election mainly to discuss a new State personnel issues But by the third plenary session each session of the Central Committee of national institutions and personnel problems have been arranged you can concentrate on national development and reforms Previous plenary session is often branded with a central leading collective often by looking at the third plenum of the initiative to found the current central leadership collective go