茶品牌的市场运作方法（market operation method of tea brand）

茶品牌的市场运作方法（MARKETOPERATIONMETHODOFTEABRAND）MARKETOPERATIONMETHODOFTEABRANDWRITTENINTHEFRONTHONGKONGDEXINISAWHOLLYOWNEDSUBSIDIARYOFHUARUNGROUP,FORTHEINTEGRATIONOFCHINESETEAMARKET,CREATEINTERNATIONALBRANDOFTEAPRODUCTS,TEAISCHINACOMPLETELYCHANGETHESITUATIONOFLACKOFSTRONGBRANDSTOFIGHTTHEENEMYSEPARATELY,ANDDETERMINEDTODOTHECHINESENESTLE“ATTHEENDOFLASTYEAR,THEGRANDIDEALDEXINAPPEAL,GLADTOAPPLYINGFORMARKETINGMANAGERINTHEBEAUTIFULCITYOFHAIBIN,THECOMPANYSMARKETINGDIRECTORGREETEDME,INTHENEARLYTWOHOURSOFTALKS,THEDIRECTORGAVESOMEOFTHECOMPANYSPROMOTIONALMATERIALS,IINTENDTOREQUESTARECENTMARKETOPERATIONOFTHEPRELIMINARYVIEWINONEORTWODAYSBECAUSEIWASTHEFIRSTCONTACTOFTEAPRODUCTS,THEGRASPOFINFORMATIONCO,TWODAYSISSTILLDIFFICULTTOPUTFORWARDTHESYSTEMVIEW,CANONLYTALKABOUTSOMEPRELIMINARYIDEASONTHERECENTMARKETOPERATIONISNOTEXHAUSTIVETHISMAYBEMYOPINIONPUBLISHED,ALSOHOPETOENLIGHTEN,COACHINGINIGENERALIDEATHROUGHOUTTHECURRENTCHINESETEAINDUSTRY,ASINTHEWARRINGSTATESPERIODINHISTORY,THEWARLORDSSEPARATISTREGIME,EACHOCCUPYINGONESIDE,THEREISNOLEADEROFTHEWARLORDSOURCOUNTRYHASALREADYJOINEDWTO,ANDTHELOOSEANDDISORDEREDCHINESETEAINDUSTRYURGENTLYNEEDSTOPRODUCE“QINSHIHUANGUNDERTHEUNIFIEDWORLD“DEXINTEAONTHEOCCASIONOFTHEOPPORTUNITY,SHOULDBETOINTEGRATETHECHINATEARESOURCESFORONESELF,RAPIDLYINTHECOUNTRYSETDEXINTEABRANDIMAGE,EXPANDTHEDEXINTEAMARKETSHARE,RESULTINGIN“TEADESJARDINS,THETRENDOFTHEWORLD“ONTHEINSIDE,TOCOMPLETETHE“CHINESETEA“DOMINATETHEINDUSTRY,FOREIGN,LET“CHINATEA“TOTHEWORLDFORTHEMARKETINGDEPARTMENT,THEFIRSTPRIORITYISTHEBRANDOPERATION,ANDTOEXPANDTHEMARKETSHAREWITHTHESALESDEPARTMENTFORTHEFIRSTSTAGEOFDEXINTEAMARKET,IHAVETHEFOLLOWINGSUGGESTIONSTIMEEARLY2002THEENDOF2003,THEFIRSTPHASEISTWOYEARSSTRATEGYTHEIMPLEMENTATIONOFDEXINTEATRILOGY,NAMELY1,HIGHSTARTINGPOINT,GREATEFFORTSTOINTRODUCEDEXINTEA,TEABRANDIMAGESETDEXIN2,EXPANDTHEMARKETSHAREANDESTABLISHTHELEADINGPOSITIONINTHETEAFIELDOFCHINA3,ENHANCETHEBRANDOF“TEA“STATUS,OCCUPATIONCHINATEACOMMANDINGPOINT,PROMOTETHEINTEGRATIONOFCHINATEARESOURCES,MAKETEADEXINSTRODEOUTOFTHECOUNTRYTACTICSTHETACTICSOFMARKETOPERATIONIN2002AREASFOLLOWSONEKEYNOTE,TWOBREAKTHROUGHPOINTSANDTHREESPECIALTOPICSATHEME“TEA,TEA,CHINESEDEXINMODERNTEA“BRANDIDENTITY,BRANDIMAGE,BRANDAROUNDDEXINTEATOENHANCEVISIBILITY,TOCARRYOUTTHEOPERATIONOFTHEMARKETTHETWOBREAKTHROUGHTOWHITECOLLARANDONLINEGENSFORMARKETBREAKTHROUGH,FORTHETARGETCROWDCONSUMPTIONCHARACTERISTICS,FORMULATECORRESPONDINGMARKETSTRATEGY,TEARTHEMARKET,ANDTHENEXPANDTHEOUTCOMETHREETOPICSTHEANNUALMARKETWORKISDIVIDEDINTOTHREEMAJORPARTS,THEYAREFOURSEASONSTOPICS,FESTIVALS,TOPICS,HOTTOPICSINORDERTODETERMINETHEORDERANDRHYTHMOFTHEMARKETWORK,SOTHATTHEMARKETWORKCANBOTHMETHODICALLYANDATANYTIMETOSEIZEOPPORTUNITIESTWO,PHASEISTRATEGYSALESVOLUMEORBRANDISAHOTTOPICFORMARKETINGPROFESSIONALSINCHINAITISTHEMOSTIDEALGOALTODOBOTHSALESANDBRANDING,BUTTHEREISADISTANCEBETWEENTHEIDEALANDTHEREALITYSOMEENTERPRISESINTHEIMPLEMENTATIONPROCESS,OFTENINORDERTOSACRIFICETHEBRANDSALES,ANDSOMECOMPANIESAREADVERTISINGCOMPANIESLEDBYTHENOSE,ANDINTHEENDISLOSTHISWIFEANDLOSEMONEY“SHOPPINGMALLSSUCHASTHEBATTLEFIELD,THEENEMYCANWIN“ISGENERALLYACCEPTED,HOWEVER,PEOPLETENDTOFOCUSON“KNOWING“,IGNORE“BOSOMFRIEND“THEREFORE,THEENTERPRISESMUSTMAKECLEARTHETARGETMARKET,THEUNIFIEDARRANGEMENTS,CLEAREACHSTAGE,NOTONLYINDISARRAYACCORDINGTOTHESTATUSQUO,DEVELOPMENTTRENDOFDEXINTEAIUNDERSTANDANDITHINKCHINESETEA,FIRSTSTAGEDEXINTEAMARKETSTRATEGYSHOULDTAKETHEBRANDOPERATIONINADVANCE,ANDGRADUALLYEXPANDTHEMARKETSHAREINORDERTOMAKEMARKETSTRATEGY,ITISNECESSARYTOANALYZETEACONSUMPTIONPATTERNANDINDUSTRYCOMPETITIONSITUATIONSIMPLY1,TEACONSUMPTIONPATTERNSTEAASATRADITIONALCONSUMERGOODS,CONSUMPTIONPATTERNSAREBROADLYDIVIDEDINTOTOURISMCONSUMPTIONTEAHASLONGBEENREGARDEDASALOCALSPECIALTYINCHINA,WHERETEAISPRODUCEDINDIFFERENTPLACESSUCHASWESTLAKE,LONGJING,XINYANGMAOJIAN,TAIWANOOLONG,FUJIANSNOWBUD,DONGTING,SPRING,WUYI,CINNAMONANDSOONPEOPLEWHOTRAVELTOHANGZHOUWILLNOTFORGETTOBUYAUTHENTICWESTLAKELONGJING,ANDPEOPLEWHOTRAVELTOYUNNANWILLALSOBRINGSOMEPUERTEATHECONSUMERBEHAVIORISAONETIMECONSUMPTION,SOTHELOCALUNSCRUPULOUSTRADERSOFTENSHODDY,PROFITSINTHEHOMETOWNOFTEAPRODUCTS,AHIGHDEGREEOFCREDIBILITYOFTHEMANYLOCALSTATEOWNEDTEAPLANTATIONORNATIVEPRODUCTSCOMPANYAFFILIATEDENTERPRISES,THEBRANDHASACERTAINREPUTATIONINTHELOCALBECAUSETHESEENTERPRISESARESMALLERANDTHEMANAGEMENTCONCEPTOBSOLETE,CANNOTMAKELONGTERMBRANDMARKETINGSTRATEGY,MAINLYRELYONWORDOFMOUTHPROPAGANDAANDNATURALSALESMODEL,THEMARKETSHAREISVERYLIMITEDGROUPCONSUMPTIONGROUPCONSUMPTIONREFERSTOTHECONSUMPTIONSITUATIONDOMINATEDBYGROUPBUYING,WHICHISCHARACTERIZEDBYTHECHOICEOFCONSUMPTIONINTHEHANDSOFASMALLNUMBEROFPEOPLE,ANDTHEMAJORITYOFPEOPLEWHOUSETHEPRODUCTSDIRECTLYHAVENOCHOICEGROUPCONSUMPTIONANDGAESTGIVERIETHOTEL,TEAHOUSESANDOTHERPUBLICPLACESOFCONSUMPTIONANDOFFICECONSUMPTIONOFTWOKINDSGAESTGIVERIETHOTELANDSOON,THECONSUMPTIONOFMORETHANTHEFULLTIMEDEPARTMENTSRESPONSIBLEFORTHESELECTIONOFTHEIRCONSUMERPRODUCTS,INADDITIONTOBRAND,PRICE,QUALITYFACTORS,THEREAREMOREHUMANANDTRUSTANDOTHERFACTORSOFFICECONSUMPTIONISGENERALLYHANDLEDBYENTERPRISELOGISTICSPERSONNEL,ANDTIMELYDELIVERYISANIMPORTANTDETERMINANTGIFTCONSUMPTIONTHETHREETRADITIONALGIFTSOFCHINESEPEOPLEARETOBACCO,WINEANDTEAOFTHESETHREEGIFTS,ONLYTEAISGOODFORALLAGESANDGOODFORHEALTHTHEREFORE,WHETHERINTHETRADITIONALFESTIVALORINVARIOUSPUBLICRELATIONSACTIVITIES,THETOPGRADETEAISTHEFIRSTCHOICEFORCONSUMERSTHISCONSUMPTIONISCHARACTERIZEDBYPEOPLEWHODONOTBUYTEA,TEAPEOPLEDONOTDRINKGIFTSOFTHEMOSTTABOOISTOSPENDMONEYBUTCANNOTSEE,CANNOTRECEIVEGIFTSOBJECTRECOGNITIONTHEREFORE,THEPRODUCTSEXTERNALPACKAGING,VISIBILITYANDSALESPLACEAREITSMAINPURCHASINGMOTIVESPERSONALCONSUMPTIONAGE,INCOME,WORKCHARACTERISTICS,HABITS,PERSONALITY,LIVINGCITYANDOTHERFACTORSWILLAFFECTINDIVIDUALCONSUMERBEHAVIORASAKINDOFBEVERAGE,TEACANBEDIVIDEDINTOFASHIONCONSUMPTION,HABITUALCONSUMPTION,FUNCTIONALCONSUMPTIONANDHOUSEHOLDCONSUMPTIONACCORDINGTOCONSUMPTIONPSYCHOLOGYANDCONSUMPTIONPURPOSETHEMAINOBJECTSOFFASHIONCONSUMPTIONAREURBANYOUTHTHEYPAYATTENTIONTOTHEEMOTIONALAPPEALANDFOLLOWTHEFASHIONTHEYAREINFLUENCEDMOSTBYTHEMEDIAADVERTISEMENTS,ANDTHESTAREFFECTCANNOTBEIGNOREDTHESUCCESSOFNESTLESCOFFEEMARKETINCHINAWASNOTDUETO“GOODTASTE“,SINCEMOSTPEOPLEDIDNOTDRINKCOFFEEBEFORE,ANDTHEREWASNOWAYTOTELLTHEDIFFERENCEBETWEENINSTANTCOFFEEANDBREWEDCOFFEENESTLESSUCCESSISLARGELYDUETOTHEDESIREOFMAINLANDYOUTHTOLIVEABROAD,ANDTODRINKCOFFEEASAFASHIONIN1980S,ADVERTISINGINTHEBUDINTHECHINESE,TVADSFORCERTAINPRODUCTSTHREEGUARANTEES,CONSIGNMENTAGENT“INTHEFORMOFADNESTLEROMANTICANDELABORATETHEPEOPLETHEMSELVES,THEADVERTISINGLANGUAGENATURALLYPOPULAR,EVENWOMANANDCHILDRENALLKNOWTODOTHECHINESEDEXINNESTLEMUSTBEINFASHIONCONSUMPTIONEFFORTSTHEMAINOBJECTOFHABITUALCONSUMPTIONIS“LOVETEA“,THESECONSUMERSHAVETHEIRFAVORITEVARIETIESORBRANDS,CONSUMERINERTIAISSTRONG,ITISDIFFICULTTOCHANGEDUETOTHEDIFFERENTREGIONS,THETEAVARIETYWILLBEDIFFERENT,SUCHASTHENORTHERNPEOPLELOVETODRINKJASMINETEAINSOUTHERNCHINA,ORDRINKOOLONGTIEGUANYIN,EASTCHINASINNERMONGOLIA,TIBETGREENTEADRINKMINORITYPREFERENCETEAETCTHEMOSTCONSUMERSCHOOSEWHENREALESTATEHAVEMISCONCEPTIONSABOUTTEA,TEABAG,TEABAGTHATISFROMLEFTOVERPROCESSING,SOTHATMOSTCONSUMERSOFTEABAGACONTEMPTUOUSDISREGARDTHEMAINOBJECTSOFFUNCTIONALCONSUMPTIONAREWOMENORMIDDLEAGEDANDELDERLYPEOPLE,SUCHASVARIOUSSLIMMINGTEA,BEAUTYTEA,HEALTHTEAANDSOON,ALLOFWHICHAREDEVELOPEDFORTHISKINDOFCONSUMERMARKETMOSTOFTHESEPRODUCTSFOCUSONFUNCTIONALITYANDIGNORETHETASTE,ONCETHEPRODUCTCANNOTMEETTHEEXPECTATIONSOFCONSUMERS,WILLBEABANDONEDBYCONSUMERSONTHEOTHERHAND,BECAUSEOFTHEPOORTASTEOFTHESEPRODUCTS,CONSUMERSWILLABANDONTHEIRCONSUMPTIONWHENTHEYACHIEVETHEGOALOFLOSINGWEIGHTASTHEADVERTISINGOFSUCHPRODUCTSOFTENEXAGGERATEDTHEUSEOFTHEEFFECT,SOINTHISFORMOFCONSUMPTION,WORDOFMOUTHPROPAGANDAISBETTERTHANADVERTISINGHOUSEHOLDCONSUMPTIONREFERSTOTHEDAILYCONSUMPTIONOFORDINARYFAMILIESASTHESAYINGGOES,THEMORNINGDAILYEXPENSES,DAILYNECESSITIESDAILYNECESSARIESOFTEATHISSHOWSTHATTEAISINDISPENSABLETOTHEDAILYLIFEOFTHEFAMILYHOUSEHOLDCONSUMPTIONISMAINLYHOUSEWIVESMOSTURBANWOMENHAVEAHOBBYOFSHOPPING,ANDPROMOTIONSFROMLARGESHOPPINGMALLSAREMOREATTRACTIVETOTHEMPROFESSIONALPLACECONSUMPTIONPROFESSIONALPLACEREFERSTOTHEMAINPURPOSEOFTEATASTING,TEAHOUSES,TEAHOUSES,TEAHOUSESANDSOONTHESEPLACESCANBESTEMBODYTHECHINESETEACULTURE,WHICHISTHEMAINCONSUMINGAREAOFTOPGRADETEAANDTOPGRADETEABUTBECAUSETHESEPLACESNEEDHIGHPROFITSTOMAINTAIN,THEPURCHASEOFTEAWITHANUMBEROFMYSTERY,DONOTWANTTHEPRICETOOPEN,THEREFORE,THEMARKETPRICEOFAUNIFIEDBRANDTEA,THEREISACERTAINEXCLUSIONASTHETOPLEVELOFCHINESETEACONSUMPTION,THISMARKETHASEXEMPLARYROLEANDSHOULDBEPAIDENOUGHATTENTIONTO2,COMPETITORSONTHECURRENTMARKET,THEMAINCOMPETITORSOFTHETEALIPTONANDDEXINAROUNDSOMEOFTHETRADITIONALBRANDLIPTON1INASENSE,ISTHEBIGGESTRIVALDEXINLIPTONTEA,ANDLIPTONFORMARKETSHAREISONEOFTHEIMPORTANTGOALSOFDEXINTEAMARKETDEVELOPMENTADVANTAGEASTHEJOINTLIHUALIPTONBRAND,OCCUPYALARGEMARKETSHAREINCHINASLARGEANDMEDIUMSIZEDCITYINTHEHIGHENDCONSUMERSITESASABREAKTHROUGH,MAKEFULLUSEOFVARIOUSFORMSOFPROPAGANDA,SUCHAS,INTHETVMOVIE,APPEAREDINVARIOUSFASHIONMAGAZINEARTICLESINTHENETWORKAPPEARINGINTHENOVELANDSOON,INASUBTLEWAYTOLIPTONBRANDDEEPINTHEMINDSOFCONSUMERSTHROUGHLONGTERMBRANDMANAGEMENT,NOW,DRINKLIPTONTEAHASBECOMEASYMBOLOFWHITECOLLARDISADVANTAGESALTHOUGHLIPTONINTHEEUROPEANMARKETHASASTRONGADVERTISING,BUTTHEMARKETHASBEENTAKENINCHINASLOWKEYMANNER,PAYMOREATTENTIONTOTHETERMINALNETWORKCONSTRUCTION,PUTLESSRIGIDMEDIAADVERTISINGINTERMSOFTHEPRODUCT,FORBLACKTEALIPTONTEA,TEA,EUROPEANSTYLE,LESSINVOLVEDINCHINESETRADITIONALTEA2LOCALTRADITIONALBRANDCHINAABOUNDSINTEAINMANYPLACES,THESEPLACESHAVERELATIVELYSTABLEPRODUCTQUALITYBRAND,AWELLKNOWNBRANDINTHELOCALPLACE,WHICHISNOTONLYTHETEADEXINCOMPETITORSMAYBECOMEATARGETFORFUTUREMERGERSDEXINTEAADVANTAGESITHASUNIQUECLIMATEANDGEOGRAPHICALENVIRONMENT,ANDHASTHEADVANTAGESOFWEATHER,CLIMATE,LANDANDPEOPLETHESEBRANDSAREMOSTLYWORDOFMOUTHPROPAGANDA,THELOCALTEAMARKETHASAGREATERIMPACTONHABITUALCONSUMPTION,ANDOCCUPYPARTOFTHELOCALTOURISMCONSUMPTIONMARKETSHAREINADEQUATESMALLSCALEENTERPRISES,LOWPRODUCTIONLEVEL,BACKWARDMANAGEMENTCONSCIOUSNESSANDLACKOFCOMPETITIVENESS3,DEXINTEATRILOGYITHINKTHEFIRSTSTAGESTRATEGYAVAILABLEFORTWOYEARSTHEDEXININCLUDESTHREESTEPS,NAMELYDEXINTEATRILOGYTHEFIRSTSTEP,HIGHSTARTINGPOINT,GREATEFFORTSTOINTRODUCEDEXINTEA,TEABRANDIMAGESETDEXININORDERTOIMPROVEBRANDAWARENESSASTHEMARKETFOCUS,COMBINEDWITHHIGHQUALITYMEDIAADVERTISINGANDALARGENUMBEROFTERMINALPROMOTIONALMATERIALSXIANSHENGDUOREN,SETUPTHEBRANDIMAGEOFDEXINTHEWORKCANBECARRIEDOUTINLARGEAREASTOREDUCEOPERATINGCOSTSTHEMAINTARGETOFTHECURRENTMARKETISGROUPCONSUMPTIONINSENIORPLACESANDPERSONALFASHIONCONSUMPTIONOFWHITECOLLARANDINTERNETUSERSBECAUSETHISTYPEOFCONSUMERHASCONSIDERABLEINFLUENCEANDLEADINGTOTHEENTIREMARKET,ESPECIALLYTHEIREVALUATIONOFBRANDANDACCEPTANCEHASGREATDEMONSTRATIONEFFECTONOTHERAUDIENCES,“THEMILITARYISAHOTLYCONTESTEDSPOT“THISSTEPBEGANINEARLY2002,CULMINATINGINTHEMAYWORLDCUPSOCCERTOURNAMENTTHISSTEPISSOWINGTIME,TOFORMULATECLEARMARKETGOALS,THESUCCESSORFAILUREOFMARKETWORKTOMEASURETHEEXTENTOFTHETARGETNOTEAGERFORINSTANTSUCCESS,CANNOTINTHEFORMULATIONOFMARKETGOALS,TOBRANDAWARENESS,MARKETSHARE,ANNUALSALESCOMBINEDTHISPERIODMUSTMAKEGREATEFFORTSTOADVERTISEANDPUBLICIZETHEPLANNINGANDIMPLEMENTATION,DICKSONTEALAUNCHEDADVERTISINGMUSTBEFINE,PUBLICRELATIONSPUBLICITYMUSTBEHIGHLEVELINADDITION,THEDISTRIBUTIONISTOKEEPUP,DOTHEMARKETWHEREGOODSTOSHOPWHERETHEGOODSTHEMSELVESAREALSOAPOWERFULADVERTISEMENTANDPUBLICITYTHEFOCUSOFTHISSTEPISTODOAGOODJOBOFYELLING“THESECONDSTEPISTOEXPANDTHEMARKETSHAREANDESTABLISHTHELEADINGPOSITIONINTHETEAINDUSTRYINCHINAINTHEFIRSTSTEPONTHEBASISOFCAREFULMAINTENANCEANDFURTHERENHANCETHEBRANDIMAGE,ESPECIALLYINTHEBRANDREPUTATIONEFFORTSTHISISAKEYPERIODOFRAPIDEXPANSIONOFMARKETSHARE,TOTRULYBECOMETHECHINESETEATEADEXINPREFERREDINADDITION,INADDITIONTOADVERTISING,PUBLICRELATIONSACTIVITIES,BUTALSOCAREFULLYPLANNINGMEDIATOPICS,SOFT,AFFECTINGTHEBEVERAGESTRUCTUREOFTHECHINESEPEOPLEWITHNATURALANDHEALTHYCONCEPTWITHMODERNDEXINYEARNINGFORNATUREREGRESSION,ENHANCETHETEAFORPEOPLEDEXINBEVERAGEINTHEPROPORTIONOFMININGMARKETSHAREFROMDRINKCOLA,COFFEEANDMINERALWATERTHEREINTHISPERIOD,BUTALSOTOASSISTTHERELEVANTDEPARTMENTSTOSTRENGTHENTHECOMPANYSMARKETINGNETWORKESPECIALLYTHEBRANDIMAGEMANAGEMENTDEXINTEASHOPS,ESTABLISHADISTINCTIVEIMAGEUNIFIEDTERMINALTHETHIRDSTEP,ENHANCETHEBRANDOF“TEA“STATUS,OCCUPATIONCHINATEACOMMANDINGPOINT,PROMOTETHEINTEGRATIONOFCHINATEARESOURCES,MAKETEADEXINSTRODEOUTOFTHECOUNTRYINTHESECONDSTEPOFTHESCALE,TOENHANCETHEVALUEOFBRANDINTHEPROFESSIONALFIELD,ESTABLISHTHEBRANDOF“TEA“STATUSDEXINTHEFOCUSOFTHISSTEPISTOPUSHTHEDEXINGOURMETTEA,MOBILIZEALLMEANSOFPUBLICITY,LETDEXINTEA“TEA“IMAGEISACCEPTEDBYTHEPUBLIC,ANDPEOPLETHISISAPLAYTEACULTUREBRANDMARKETINGDEPARTMENTINTHEPERIODOFPRIORITY,TOCARRYFORWARDTHEEXCELLENTCHINESETEACULTUREATTHESAMETIME,TOBECOMETHEREPRESENTATIVEOFCHINESEDEXINTEATEACULTURECOURSETHEBIGGOALOFINTEGRATIONOFRESOURCESFORTHECHINATEATEADEXIN,READYTOSHAREINTHEORY,PUBLICOPINION,BRANDPOSITION,MARKETRATEANDOTHERASPECTS,CLOSECOORDINATIONWITHRELEVANTDEPARTMENTSOFTHECOMPANYOPERATIONRHYTHMINTHECONSOLIDATIONOFTHEDOMESTICMARKETANDINTERNATIONALMARKET,ANDGRADUALLYINCREASETHEINTENSITYOFTHEOPERATION,IMPROVETHEINTERNATIONALMARKETSHARE,MAKETEATOWARD“THECHINADEXINNESTLE“MARKETOPERATIONTACTICSINTHREEAND20022002WASTHEFIRSTYEAROFTHEFIRSTPHASE,ANDMARKETOPERATIONSWERECRITICALFROMTHETACTICALPOINTOFVIEW,ITCANBESUMMEDUPASFOLLOWSAKEYNOTE,TWOBREAKTHROUGHSANDTHREETOPICSAKEYNOTETHEOPERATIONOFTHEMARKET,AMULTITUDEOFTHINGSINORDERTOSTANDARDIZETHEOPERATIONOFTHECOMPANY,MARKETDEPARTMENTANDLOCALMARKETPERSONNEL,AMAINLINEMUSTBEEMPHASIZEDALLMARKETWORKSHOULDBECARRIEDOUTAROUNDTHISTHEME,SOTHATWECANBUSYANDNOTCHAOS,COMPLEXANDORDERLYTHECOMPANYPROPOSEDTHE“TEA,TEA,CHINESEDEXINMODERNTEA“CONCEPT,ISVERYGOOD,THECONNOTATIONANDEXTENSIONOFBOTHCLEARANDFLEXIBLESCALABILITY,ALLMARKETWORKISBASED,BRANDSETTINGUPDEXINTEAIN2002THEMARKETDEPARTMENTSINACCORDANCEWITHTHECOMPANYSPOSITIONING,TOESTABLISHA“TEA,TEA,CHINESEDEXINMODERNTEA“BRANDANDREPUTATIONFORTHEPURPOSE,ANDTOIMPROVETHEMARKETSHAREANDINTEGRATIONOFCHINATEARESOURCESTOMAKETHEORETICALPREPARATIONTHETWOBREAKTHROUGHABRANDTOENTERTHEMARKET,SELECTTHERIGHTBREAKTHROUGHISESSENTIALACCORDINGTOTHE“MODERNTEA“CONCEPT,DEXINTEAINTOTHEMARKETATTHEBEGINNING,SHOULDBEINFASHIONCONSUMPTIONASTORNCURTAINANDTOUGHMARKET,ANDTHENPROMOTETHEFASHIONCONSUMPTIONOFTHECONSUMERMARKETTHETARGETCONSUMERGROUPSOFFASHIONCONSUMPTIONCANBECONCENTRATEDINWHITECOLLARWORKERSANDINTERNETUSERS,ASABREAKTHROUGHPOINTOFTHEMARKETACCORDINGTOTHECONSUMERCHARACTERISTICSOFTARGETGROUPS,ADVERTISINGSTRATEGIESANDMARKETINGSTRATEGIESAREFORMULATEDADVERTISINGSTRATEGYTOCREATEASTYLISHATMOSPHERE,WHICHAPPEALSTOFASHIONFASHIONFASHIONSCENE,TWOKINDSOFTHEIDENTITYANDTHEFASHIONCROWDTOHERD,STIMULATETHEIRDESIRETOBUYSALESPROMOTIONSHOULDBETARGETED,FOREXAMPLEACCORDINGTOTHEOFFICEOFCONSUMER,CANBETHEMAINPUSH100BAG/BOXDEXINTEABAGENTERPRISESANDINSTITUTIONSTOBUYTEA,ONTHEONEHANDFORTHESTAFFTODRINK,MOREINORDERTORECEIVECUSTOMERSORVISITORSALOTOFTEAISNOTDRUNKANDWILLBEPUTASIDEACCORDINGTOTHISCHARACTERISTIC,CANREDUCETHEWEIGHTOFEACHPACKAGEOFTEA,SUCHAS12GRAMSOR15GRAMSPERPACKAGE,MADEPUBLICSERVICEDURINGTHEPROMOTIONPERIOD,EACHBOXOFTEACUPSDEXINSPECIALDELIVERYTHEINTERNETISANIGHTOWL,LATEATNIGHT,ACUPOFCOFFEEORTEABESIDETHECOMPUTER,ISTHESTANDARDIMAGEOFINTERNETUSERSINTERNETUSERSAREPIONEERSINFASHIONCONSUMPTION,MOSTLYFORHIGHERINCOMEURBANYOUTHANDINTELLECTUALS,WITHCONSIDERABLESPENDINGPOWERTHEPROMOTIONPERIOD,MAKINGSINGLEPACKAGINGDEXINPROMOTIONALEQUIPMENT,WITH“BUYONTHECARD,SENDDEXINTEA“WAYTOLETUSERSKNOWDEXINTEAPRODUCTSINTOREPUTABLEONLINEMALL,ANDAPPROPRIATEONLINEADVERTISINGTHROUGHTHEOFFICEWHITECOLLARCONSUMPTIONCANAFFECTTHEEFFECTOFPERSONALCONSUMPTION,CHARACTERIZEDBYGOODPERFORMANCE,GOODCOMMUNICATION,INTERNETUSERSONLINEINFORMATIONDISSEMINATIONFASTCANQUICKLYEXPANDDEXINTEAFACECONSUMPTIONTHROUGHTHETWOGROUPSOFPEOPLECANFURTHERAFFECTOTHERPOPULATIONSTHREETOPICSINTHEKEYNOTESET,TOMAKETHEMARKETWORKFULLOFSOUNDANDCOLOUR,RICHANDCOLORFUL,LETTHEAUDIENCEANDOFTENNEW,CONSTANTLYSTRENGTHENTHESTIMULATION,SOTHATTHEBRANDIMAGEHASBEENCONTINUOUSLYSTRENGTHENED,ANDCONSTANTLYCONSOLIDATE,MUSTBESCIENTIFICANDSKILLOFMARKETSUBJECTIN2002,THEMARKETWORKWASDIVIDEDINTOTHREEPARTSTHEYAREHOTTOPICS,FESTIVALTHEMESANDFOURSEASONSTOPICS,ANDTHEORDERANDRHYTHMOFTHEMARKETWORKAREDETERMINEDACCORDINGLYHOTTOPICSHOTTOPICISTOSEIZETHEHOTTOPICSOFPUBLICCONCERNTHECOMMODITYMARKETISCHANGINGCONSTANTLY,ANDTHEMARKETDEPARTMENTMUSTHAVETHEABILITYANDMEASURESTOADAPTTOCHANGETHEUSEOFSOCIALHOTSPOTSCANRAPIDLYIMPROVEVISIBILITY,ANDPAYATTENTIONTOCOMPETITORSMARKETACTIONATANYTIME,ANDTAKECORRESPONDINGMEASURESTOBECOMEPASSIVEANDACTIVE,SOASTOACHIEVETWICETHERESULTWITHHALFTHEEFFORTHOTTOPICSCANBEDIVIDEDINTOSOCIALHOTSPOTSANDCOMPETITORSHOTTWOPARTS1,SOCIALHOTSPOTSNODOUBT,THESOCIALHOTSPOTIN2002ISTHE2002WORLDCUPFOOTBALLMATCHTHECHINESETEAMREACHEDTHEWORLDCUPTOUNBELIEVABLE,EPOCHMAKING,PEOPLEOFTHISCONTESTUNPRECEDENTEDENTHUSIASM,THISISTHEDREAMOFCOUNTLESSCHINESEFOOTBALLISWARMANDUNRESTRAINED,TEAISGENTLEANDELEGANT,THETWOSTYLESAREDIFFERENTBUTDURINGTHEWORLDCUP,THERATINGSANDTHEINTERESTRATEOFFOOTBALLPROGRAMSAREINCOMPARABLEITISANEXCELLENTOPPORTUNITYFORENTERPRISESTOIMPROVETHEIRBRANDAWARENESSOFCOURSE,THEMEDIAPRICEISVERYHIGH,BUTTHETIMEISSHORT,THETOTALCOSTISNOTHIGHVERYGOODANDOFTENEFFECT,ISWORTHATRYTHEREARECOUNTLESSEXAMPLESOFTHEUSEOFHOTTOPICSATTHESYDNEYOLYMPICS,“KISSINGTHEEYETOTHEEND“ISACASEINPOINTDURINGTHEWORLDCUP,ESPECIALLYCHINESETEAMGAMESLAUNCHEDDEXINTEAADVERTISING,WILLHAVEASIGNIFICANTEFFECTONTHERAPIDPROMOTIONOFBRANDDEXINBUTATTHISPOINT,ADVERTISINGPLANNINGANDPRODUCTIONMUSTBEPARTICULARLYCAREFUL,POSITIONING,FORMS,CONTENTMUSTBEPERFECT,SOASNOTTOBEOVERWHELMEDBYTHEOVERWHELMINGADVERTISINGWARMOREOVER,TIMEISPRESSINGANDPREPARATIONSMUSTBEMADEASSOONASPOSSIBLEOTHERWISE,IAMAFRAIDITWILLBEDIFFICULTTOSQUEEZEINTOBETTERTIMES2,THECOMPETITORSWILLFOCUSDEXINLIPTONASACOMPETITOR,MUSTHAVESUFFICIENTMENTALPREPARATIONTHEREISAVERYSTRONGLIPTONBUSINESSBACKGROUND,HASENOUGHCAPITALANDNETWORKSTRENGTH,CANBEUSEDFORTHELARGESCALEOPERATIONOFTHEMARKETATANYTIMEITISWORTHNOTINGTHATUNILEVERRECENTLYLAUNCHEDTHE“ABERDEENTEA“THEMARKETINGDEPARTMENTSHOULDINVESTIGATEUNILEVERSMARKETACTIONANDFORMULATEAPPROPRIATESTRATEGIESTOTAKETHEINITIATIVESOASNOTTOBEPASSIVEFESTIVALTHEMETEAISATRADITIONALCHINESECONSUMERGOODS,INTHEGIFTCONSUMPTIONMAR