安阳市场调研与诊断报告

balanced and run the satisfaction of the people education. Room XX City Bureau of educational supervision of XX municipality May 6, 2016 County economic information and Business Council System Committee two learn a do learning arrangements specific programme for advance full strictly rule party, according to County Organization Department on County two learn a do learning arrangements of specific programme and I Board learning education implementation programme spirit, according to distinguish level, and has targeted solution problem of requirements, ensure learning education made effectiveness, promote all members consciously respected Constitution, and comply with party rules, with XI General Secretary series important speech spirit armed mind, and guide practice, and Promote the work and be qualified party members and learning arrangements are hereby makes the following specific programmes. Learning requirements, on all party members to study the party Constitution and party rules and unify the XI series of important speech, General Secretary, speech learning series to deepen understanding of the Constitution Party rules, Constitution Party rules in the deep insight series address the basic spirit and practical requirements. 1. Constitution Party rules. Learning of the party Constitution, a deep understanding of the partys nature, purpose, guiding principles, goals, organization, good style, grasp conditions, rights and obligations of party members, bearing in mind that oath, clear qualified party member criteria and conditions. Learning the code of self-discipline of the CPC, the CPCs disciplinary regulations, the Chinese Communist Party Member Rights Ordinance and so on, mastering self-discipline standards of four must, the four upholdings, mastering various types of disciplinary offence and punishment provisions. 2. series spoke. To XI General Secretary series important speech reading (2016 version) and out poverty for basic textbook, learning understand XI General Secretary series important speech of basic spirit, learning understand Central ruling acting political new concept new thought new strategy of basic content, learning understand XI General Secretary in Fujian work during advocate of four grassroots immediately on do drop weak bird first fly and the in Nanping research study proposed of gravity Xia moved, and innovation mechanism, important thought, Master and strengthen the party spirit, fulfills the purpose ideas, moral character, conservation related to the basic requirements. Main understand master following aspects content: (1) ideal faith is Communists spirit Shang of calcium, set right of worldview, and Outlook on life, and values; (2) China dream is national of dream, and national of dream, and people of dream, is Chinese modern yilai most great of dream, core Essentials is national prosperity, and national revitalization, and people happiness; (3) China features Socialist is achieved Chinese great revival of way, enhanced road confidence, and theory confidence, and system confidence; (4) four a full Strategy layout is new of history conditions Xia party ruling acting political total strategy, consciously with four a full led the work; (5) insisted innovation, and coordination, and green, and open, and shared development is relationship China development global of one deep change, according to new development concept do job; (6) practice line Socialist core values, promote Socialist thought moral and Chinese traditional virtue安阳市场调研报告一、 区域市场基本情况：市场概况调查项目相关内容指标总人口522万， 市区人口102万下辖县城安阳县、汤阴县、滑县、内黄县、林州市主要经济支柱重工业、旅游业城区白酒消费总量约3亿各价位销量分布300元以上150-300元50150元2050元20元以下3000万6000万7500万7500万6000万主流度数46-52度主流香型浓香份额约65%，清香约15%主流容量500ML消费习惯家庭、聚餐、政商务消费包装喜好渠道结构与特点酒店（买断较少）、批发、零售、商超、名烟名酒（规模普遍较小、卖假酒居多）、团购、婚宴广告的影响力广告对品牌的影响力较大特殊酒风无其它渠道结构项目渠道名称酒店商超名烟名酒分销二批零售店其它类店数量30大中型4300大分销15家1000进场费3000-5000500-800大店送酒可进，小店无专场费2万促销管理费300-500类店数量150二批：80家进场费送酒进店专场费管理费无类店数量600+进场费无专场费管理费强势品牌洋河、宋河、泸州系列宋河、老白汾泸州系列茅五剑、泸州系列、洋河、宋河泸州、宋河、丰谷、沱牌丰谷、姚花春，沱牌渠道重要性或特点重要重要一般重要重要主销价位20-200100元以下50元以上6-100元4-30元备注渠道壁垒不高主要卖名酒，追求利润空间，假酒居多经销商资料项目相关内容指标单位名称安阳九九商贸客户姓名电话合作年2003年厂商关系丰谷是安阳九九支柱产品，运作多年，关系良好 主营品牌1、坨牌2、丰谷3、衡水老白干4、全兴5、经营观念利润为导向丰谷产品52度精装纯粮46度特制丰谷丰谷老酒丰谷特曲其它价格设置（供/零）23/30-38383/4.5-518/25-28118/158-168各产品销量贡献0.4%94.54%1.66%34%网络结构分销二批直控商超直控酒店零售网点名烟名酒团购门店零售其它300443010001502001丰谷主要产品52度精装纯粮、46度特制丰谷、丰谷老酒、丰谷特曲其采用促销方式渠道促销买赠为主消费者促销刮刮奖广告及媒介投入（丰谷特曲）电视安阳一套报纸无户外1块大牌车辆无POP等无与丰谷酒业的矛盾人员支持少，做中高档产品品牌力不够 对丰谷酒业的期望提升品牌形象与产品档次丰谷特曲主要竞争产品项目相关指标竞品名称A、洋河海之蓝B、宋河金卡C、泸州老窖特曲D、衡水老白干精装十年价格体系酒店128/178-208108/15898，128-14878/128-138商超128/168108/128-15898，115名烟名酒128/168108/128-15898，110-12878/108-118消费者促销买一瓶海之蓝送帝毫烟无无无渠道结构与促销全渠道运作全渠道运作以商超及名烟名酒为主大酒店、名烟名酒广告方式路牌、公交电视广告、路牌、公交电视、墙体、路牌、公交路牌宣传物料门 头、POP门 头、POP门 头厂商合作方式独家经销独家经销独家经销独家经销盒盖奖3530+奖卡2020入市时间2005年2001年早年2007年8月主要推广方式公安系统启动品牌拉动品牌拉动“消费者盘中盘”历史与现状及发展热销一年半左右，曾增长态势热销多年，曾下降态势处于市场导入期备注A. 洋河海之蓝一只独秀，其他产品表现一般，在安阳市场销量曾增长态势，但受窜货假酒影响B. 宋河产品线健全，在安阳热销多年，但受窜货及假酒影响，销量逐渐下滑，在流通渠道价格透明，商家利薄，推力不足C. 泸州系列凭借强大品牌力拉动市场，市场推广手段较少，但系列产品之间互相干扰和挤压，过度利用品牌的剩余价值而可能带来毁灭性打击D. 衡水老白干通过赠酒运作，销量增长势头良好，丰谷特曲自身分析项目相关内容指标价格体系酒店名烟名酒118/168118/158进店数量18家40家动销数量6家，返单2家未产生动销消费者促销无买两瓶送一价值220元ZIPPO打火机渠道促销无陈列奖，陈列三个月送三瓶；进货奖：进一件送一瓶，五件送一件广告方式安阳一套，一块大牌宣传物料无厂商合作方式独家经销盒盖奖30元丰谷特曲人员配置19人入市时间2007年8月主要推广方式终端推动历史与现状及发展导入期，动销情况不理想备注A. 促销员推销代理商所代理所有产品，对丰谷特曲的关注度远远不够B. 丰谷特曲品牌低档化严重，对消费者形成固化认知本实验的教学目的是使学生在了解与掌握物联网基本架构、物联网关键技术以及物联网发展现状的基础上，通过对物联网在诸多典型领域应用的深度学习与分析总结，使学生对物联网的应用有真实全面的认识full strictly rule party is all members common responsibility, must implementation to each branch and each name members. 3 . Play a vanguard and exemplary role in life. Keep to the correct political orientation, political sensitivity and political judgment, dare to fight against all kinds of wrong thought, wrong words and deeds. (2) firmly establish consciousness of the party, the party members consciousness. Focus on some party members sense of organization and discipline, they do not participate in the Organization, is not required to pay membership dues for a long time, do not play a vanguard and exemplary role, some dont even mention membership, fail to make a distinction between right and wrong, failing to observe political discipline and rules, and so on. Always keep in mind that he is a Communist, strengthen party spirit, listening party, party, party, party, party party guarding party, at the party, the party for the party. (3) strengthening the consciousness of the partys purpose. Focus on peoples conception of some party members, lack of sense of service, do not care for the masses did not take the initiative, and some even hurt public interests, job, excellent thick friends, eating, and so on. Bearing in mind the fundamental purpose of serving, top people at heart, close ties with the masses, be kind to people, dedicated to public service and play a part in poverty relief, with practical actions to win the trust and support of the masses. (4) actively practicing the Socialist core values. Focus on do not observe stringent members, knowledge out of devotion, talk about ethics, good faith is not enough, and some even value distortions, moral misconduct, sexy vulgar, materialistic, and so on. Strengthening moral cultivation, Zonta for good, pay attention to self-discipline, spiritual pursuit, to internalize the core values into conscious action, with exemplary behavior influence and lead people. (5) set up in the practice of promoting reform, development and stability. Focus on some party members with the status quo, a less aggressive mood, depressed, saying sluggish again, just to get by not seeking guodeying, some even perfunctory address, evading responsibility and other issues. Actively adapt to the economic development of the new normal, seriously implement the new development philosophy, hard work hard work hard, based on their own dedication. Second, on the Council of the section-level cadres above requirements section above party cadres to take the lead in the education working closely with leading practice, learn more, better, more strict requirements, higher, and strive to improve the ideological and political quality and theoretical levels. 1. Constitution Party rules. System learning understanding CPC articles, in full grasp basic content of based Shang, focus master Constitution master and members, and party of organization system, and party of Central Organization, and party of place organization, and party of grass-roots organizations, and party of cadres, and party of discipline, chapter content, deep grasp two a vanguard of nature and mission, further clear four a service of requirements, master members leaders must has of six items basic conditions. Studying the code of self-discipline of the CPC the CPC disciplinary regulations regulations of the CPC local committees of the party work of the Chinese Communist Party (for trial implementation) Ordinance, such as the selection and appointment of party and Government leading cadres work of important laws and regulations within二、 丰谷特曲安阳市场问题简述1. 产品方面：a) 从产品价格来看，丰谷系列酒前期导入以中低档酒为主，市场表现价为5元，28元，38元，产品低档化严重b) 从产品结构来看，产品线不合理。前期导入产品多为中低档产品，尤以市场表现价为5元的46度丰谷特制销量最好，占到总销售额的94.54%，与市场价168元的丰谷特曲相差太大，缺乏过渡产品，导致丰谷特曲的市场适应性不足，且难以形成资源共享c) 丰谷特曲的品质优异，能够获得消费者的认可，但通过走访，很多客户反映丰谷特曲的包装不上档次，难以支撑这个价位2. 渠道方面a) 餐饮渠道： 丰谷特曲在安阳市场进B类以上酒店为18家，从进店数量上来看，数量太少，达不到小盘构建的要求，难以形成良好的市场氛围 丰谷特曲在酒店缺乏系统的市场推广计划，无终端生动化建设，无消费者促销活动，凭借酒店的自然销售，缺乏市场拉力 针对丰谷特曲无专项促销员，经销商代理品牌全兴和衡水老白干的中高档产品和丰谷特曲价格相似，促销员推销产品不以丰谷特曲为主，缺乏市场推力b) 名烟名酒渠道： 丰谷特曲进店40家，陈列奖励，可以起到形象展示的作用 针对名烟名酒店的团购客户没有系统的操作思路3. 促销方面a) 渠道促销：针对名烟名酒店现金进一件送一瓶，进五件送一件的买赠促销政策，在产品培育期渠道买赠促销不但造成资源浪费，也为扰乱价格体系、挫伤渠道积极性埋下了隐患b) 消费者促销：在名烟名酒店，消费者买两瓶丰谷特曲送一个zippo打火机活动，促销方式没有与其他市场推广相结合，与丰谷特曲在安阳所处的市场的阶段不匹配4. 品牌传播方面a) 丰谷品牌形象在安阳市场已形成低档品牌固化认知，丰谷品牌形象难以支撑丰谷特曲的市场定位b) 作为中高档白酒，丰谷特曲缺乏品牌核心诉求，没有给消费者一个购买的理由c) 作为中高档白酒导入期，在资源有限的情况下，应“重推轻拉”，在安阳市场电视广告及路牌费用投入过大，而终端生动化建设及公关团购严重缺乏，资源没有合理利用5. 经销商方面a) 经销商对丰谷特曲的信心不足，认为丰谷作为低档品牌做中高档白酒成功机会不大b) 安阳九九代理产品过多，全兴祥云，衡水老白干十年在价格上与丰谷特曲发生冲突，致使经销商有限的资源分配及运作重点没有集中在丰谷特曲上c) 经销商代理的衡水老白干十年采用消费者盘中盘模式启动市场，占用了经销商的大量人脉资源，由于效果较好，经销商无意改变产品运作核心消费者公关d) 经销商的组织人员中缺乏中高档白酒的操作经验，从目前来看，还没有针对丰谷特曲一个清晰、科学的推广思路6. 组织方面a) 厂方在安阳设区域经理一名，只是传统意义上的业务员，做日常打款、发货、费用核销的工作，对经销商运做市场没有实质性的介入b) 厂方区域经理缺乏运作中高档白酒的经验，不能指导经销商操作市场，管控经销商能力很弱c) 厂方促销人员被经销商挪用，造成资源浪费三、 丰谷特曲安阳市场运做思路1. 战略定位：全线布局、重点突破、有序推广a) 全线布局：先求其有，高、中、低各档次产品同时运作，打造完整的产品结构，奠定安阳市场各价位全面竞争的基础b) 重点突破：建议打造中高档与中低档两条产品线为主导产品。开发一款80元左右做为丰谷特曲的系列产品，加强市场的适应性及资源共享；另开发一支价格在10-40元的中低档产品线，作为中低档的主推产品。集中资源，把两支产品线打造成丰谷的明星产品，为丰谷全国化进程打下夯实的基础c) 有序推广：充分掌握市场信息与竞争变化，把握推广节奏，分阶段、分品牌进行逐步的渗透，最终实现整体的流行消费热潮并加以巩固继而继续开拓2. 品牌价值：鉴于丰谷品牌在