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coffeefestival2000 for internationalcoffeeorgnizationdate march8 2003 content marketsituationstrategicthinkingonfestival2000projectscopeoff linesupportandpromotion marketsituation thecoffeemarketinchinaisstillatanembryonicstage butthereisagrowinginterestinallformsofcoffeedrinking however around85 ofconsumerdemandisforsolublecoffee especiallyintheformofcoffeemixes theawarenessishigh butaverageconsumptionislow heavyuserisonlyfew it smoreappropriatetomakegenericpromotionthannormalcompetition brandversusbrand marketsituation althoughthereisahighlevelofawarenessofcoffeeinbigcitiessuchasbeijingandshanghai knowledgeofcoffeeislimitedandmanypotentialconsumershaveneverorrarelytastedcoffee thereisnegativeperceptionaboutcoffee it s bitter taste badforthedigestionandkeepingawakeatnight lackofthepositivecoffeeknowledgeiskeybarrierforchinacoffeeconsumption marketsituation cognitionofcoffeeinchinaistypicalwesterndrink coffeeindicatesmodernlifestyle whichdeeplyinfluencesyoungfashion consciouschineseconsumers positiveperceptionofcoffeeintraditionalchinese smindincludes energized whichcanbringbrilliancefeelinglikedifferentfromcommonindicatehappyandactivelifeyoungfashion consciouschinesewillbethetargetaudience andlifestyleandculturewillbetheemphases marketsituation aftertwoyearspromotion thecoffeefestivalshavebecomeestablishedevents theideaofthecoffeeculturehascapturedtheimaginationofthe intelligentsia andofmanyactualandpotentialconsumersinchina morecompanies andcoffeeshops barsandrestaurantsareinvolvedinthisannualevent it stimetoexpandandembedtheideaofthecoffeeculturetothedailylifeofchinese strategicthinkingaboutfestival2000 discoverkeyobjective strategicthinkingaboutfestival2000 solutionofkeyobjective morepreference moreassociation useonmoreoccasions knowmorebenefits strategicthinkingaboutfestival2000 whyuseinternettheinternetusersmatchwithcoffee sactualandpotentialconsumers young active welleducated andstrongpurchasingpower imageofinternetismodernandwestern whichissimilarwithimageofcoffeelifeinchina lifeininternetisvirtual andpossibletobuildexcitingexperience websitecouldbepermanentchannelforfuturecommunicationandpromotion objectivesoffestival2000boundedbyinternetare buildwideassociationbybroadcastingknowledgeofcoffeeimpresspositivecoffeeimageabundantintelligence andalittlemysticwesternandmodernhelprelatedbusinessconnectwithtargets strategicthinkingaboutfestival2000 profileoftargetaudience demographic agefrom20 35higheducation bachelordegreeorabove goodjobandhighincomeforeignorjvcompany monthlyincome2000 psychological advocatewesternlifestyledrinkingcoffeeissomethingtoshowthevalueofthelifetheirknowledgeofcoffeeislimitedinternetisapartoftheirlife andtheyuseinternetmorethanonlye mailwithit strategicthinkingaboutfestival2000 tastecoffeelifeonetypeofcoffeestandsforoneopinionoflifestyle userswillviewseverallifestylemodelstobeeducatedorstimulatedtoexpresstheirownopinions conceptofthewebsite scriptsofoptioni orderacupofcoffee readtherelateddescriptionofitledintoanenvironmentwherecanexperiencethecoffeelifebyvideoandaudiofromspecificlifestoryexpressattitudestoexistingdescriptionofcoffeelifejoininbbs bulletinboardsystem lifeofespresso lifestorylifeopinionhobbies lifeoficecoffeelatte lifestorylifeopinionhobbies invitationorgreetingcard contentsandstructureofsite mainstructureofthesite home coffeemenu coffeelife bbs color music finery scene coffeelifereview news offers introducetypicalcoffeeproductsbytasting making portrait sharewithfriends coffeeworld introducecoffeeplanting roast store charmingpartsforcustomers diverselifestyleopinionsareatoexpressone sselfshareopinionandofferwithfriends bbsforfreebroadcasteditandpostadvertisingbyselfinbbsfreelinkstotheirhomepagefreepostoftheirnewssendinvitationtoconsumertoattendtheiroff lineevent benefitsforbusiness off linesupportandpromotion offerformfreesamplefreegiftsfrombusinessinvitationtoeventofcoffeefestivalofferprovidingoffersprovidedbybusinesson lineloggingonforoffersoff lineeventtosendoffers announcetobusinesssendfestivaly2kandcoffeelifeprogramintroductioncollectbusinessinformationmerchandizekeybusinesspartnerandoff lineevent off linesupportandpromotion off linesupportandpromotion contentscollectionknowledgeclassifyknowledgeaboutcoffeeandfashionlifesetupdbtoorganizeallrelatedinformationbusinessinformationbriefintroductionprogramplanwithincoffeefestivalfirst needtoinitialalistofkeybusinessincoffeefestivaly2k on linepromotionbannersathotsites suchassina online sh andrelatedsites maxwellhouse nescafe newsaboutwebsiteand
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