品牌价值数据报告-乳制品类

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,,乳饮料产品表现,,,,,,,,,,,,,,,,,,,,,,,

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,,注：根据加权前的实际样本量判断数据是否可达到分析要求，灰色背景说明样本量不足以分析，数据仅供参考,,,,,,,,,,,,,,,,,,,,,,,

,,品牌漏斗,,,,,,,,,,,,,,,,,,,,,,,

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,,,伊利优酸乳,,伊利果之优酸乳,,蒙牛酸酸乳,,蒙牛真果粒,,蒙牛果蔬酸酸乳,,光明心爽酸酸乳,,光明酸牛奶,,娃哈哈营养快线,,小洋人妙恋果乳,,达利园优先乳,,美汁源果粒奶优,,

,,,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,

,,base,1644,1609,1644,1609,1644,1609,1644,1609,1644,1609,1644,1609,1644,1609,1644,1609,1644,1609,1644,1609,N/A,1609,

,,,f,F,g,G,h,H,i,I,j,J,k,K,l,L,m,M,n,N,o,O,p,P,

,,无提示第一提及,27,25,1,1,14H,12,3,2,0,1,1,0,3,2,10,9,1,0,0,0,N/A,0,

,,无提示所有提及,49F,40,5,4,38H,32,15I,9,2,2,3,1,13L,10,26M,22,7N,4,2,1,N/A,2,

,,提示后认知,92,93,46,72g,83,91h,67,82i,36,65j,25,29k,66,71l,82,87m,58,70n,41,59o,N/A,66,

,,最近买过,36,33,2,1,26H,23,9,6,1,1,2,0,8L,5,17,15,3,1,1,0,N/A,1,

,,最常买,24F,22,1,1,14,12,4,2,1,1,0,0,4,3,10,9,1,0,0,0,N/A,1,

,,base,1510,1502,758,1166,1358,1470,1106,1316,N/A,1043,407,468,1086,1139,1349,1405,957,1129,666,952,N/A,1061,

,,,f,F,g,G,h,H,i,I,j,J,k,K,l,L,m,M,n,N,o,O,p,P,

,,美誉(T2B),49,50,45,47,48,48,51,50,N/A,43,24,27,34,32,48,50,29,32n,23,26,N/A,41,

,,未来购买考虑(T2B),47,45,39,40,46,43,44,43,N/A,36,23,24,33,31,47,47,26,25,20,20,N/A,32,

,,推荐度(T2B),42,40,34,38g,42,40,43,41,N/A,34,22,24,29,29,41,45m,24,25,21,21,N/A,32,

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,,品牌价值,,,,,,,,,,,,,,,,,,,,,,,

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,,,伊利优酸乳,,伊利果之优酸乳,,蒙牛酸酸乳,,蒙牛真果粒,,蒙牛果蔬酸酸乳,,光明心爽酸酸乳,,光明酸牛奶,,娃哈哈营养快线,,小洋人妙恋果乳,,达利园优先乳,,美汁源果粒奶优,,

,,,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,

,,产品特征,131,125,86,93,131,126,135,126,N/A,113,57,56,100,97,137,143,76,77,48,50,N/A,93,

,,品牌形象,133,137,94,94,132,128,127,123,N/A,104,57,53,86,82,131,144,85,90,55,56,N/A,90,

,,品牌个性,125,117,96,101,125,111,127,126,N/A,110,58,63,75,73,130,126,105,116,59,62,N/A,95,

,,品牌价值,130,127,91,96,129,122,130,125,N/A,109,57,57,88,85,133,139,88,92,54,56,N/A,93,

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,,品牌形象绝对表现,,,,,,,,,,,,,,,,,,,,,,,

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,,产品特征,伊利优酸乳,,伊利果之优酸乳,,蒙牛酸酸乳,,蒙牛真果粒,,蒙牛果蔬酸酸乳,,光明心爽酸酸乳,,光明酸牛奶,,娃哈哈营养快线,,小洋人妙恋果乳,,达利园优先乳,,美汁源果粒奶优,,

,,,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,

,,base,1510,1502,758,1166,1358,1470,1106,1316,N/A,1043,407,468,1086,1139,1349,1405,957,1129,666,952,N/A,1061,

,重要性,,f,F,g,G,h,H,i,I,j,J,k,K,l,L,m,M,n,N,o,O,p,P,

,31.6,贴近我的需要的,42F,34,24,24,38H,35,37I,32,N/A,27j,14,14,30,28,40,40,17,16,11,12,N/A,21,1

,31.1,口感好的,40F,34,27,24,39H,33,44I,38,N/A,26j,17,17,27,25,45,43,21,22,15,14,N/A,28,2

,27.8,安全可靠的,44,42,30,30,44H,40,39,39,N/A,34j,21,18,33,31,40,40,22,21,18,19,N/A,24,4

,27.5,高品质的,40F,35,27,26,40,37,38I,35,N/A,29j,17,13,29L,24,35,35,17,16,14,15,N/A,20,3

,26.0,科技含量高的,35F,31,22,25,35H,31,36I,31,N/A,31j,16,14,24L,21,32,32,17,15,13,13,N/A,19,12

,26.0,对家人有好处的,41F,37,25,26,40H,35,33,32,N/A,34j,20,18,38L,33,40,39,19,16,17,17,N/A,21,6

,26.0,酸甜适中的,41F,36,25,24,41H,34,38I,31,N/A,28j,18,16,27,25,41,39,23N,20,14,12,N/A,24,5

,25.0,营养均衡的,37F,32,27,26,37H,31,34I,31,N/A,34j,16,12,29L,25,47M,43,21N,17,17O,13,N/A,21,11

,24.2,奶源优质的,39F,36,26,27,44H,39,34,32,N/A,28j,15,14,27,27,29,28,15,14,12,12,N/A,15,8

,24.1,奶味纯正的,32F,28,18,19,33,31,28I,25,N/A,21j,14,12,29,26,31,30,15,13,12,11,N/A,14,10

,22.9,包装吸引人的,30F,26,22,24,30H,25,40I,34,N/A,29j,14,12,13,16,36,37,33,34,14,14,N/A,26,17

,22.9,口味新颖的,30F,27,28,26,31H,24,46I,37,N/A,33j,16K,12,18,15,38M,31,27N,23,14,12,N/A,29,13

,22.9,对肠胃好的,44F,36,26,26,42H,38,27,24,N/A,30j,19,18,38,36,33,32,17N,13,12,13,N/A,16,9

,22.6,适合不同场合饮用的,34F,28,26,24,32H,27,37I,33,N/A,26j,15,14,21,19,45,46,25,23,16,17,N/A,29,16

,22.3,口味多的,37F,32,26,26,37H,32,43I,37,N/A,34j,15,13,20L,16,41,38,24N,20,12,12,N/A,26,14

,22.2,含有多种营养素的,38F,30,29,29,38H,30,40I,35,N/A,45j,18,15,26L,23,52M,46,24N,21,15,15,N/A,27,7

,21.7,帮助吸收的,39,37,24,28g,40,38,28,25,N/A,31j,17,19,35,32,37M,33,17,15,16,14,N/A,16,15

,20.0,提神的,25F,21,16,17,25H,21,25I,19,N/A,18j,14,13,19,17,26,28,14,14,9,8,N/A,15,19

,17.9,有乳酸菌的,52F,48,35,35,54H,48,23,20,N/A,31j,30,26,39L,35,25M,20,16,15,16,14,N/A,11,18

,17.7,有水果、果汁营养的,26F,19,34,33,24H,19,60I,53,N/A,50j,12,12,12L,9,45M,35,35N,29,14,11,N/A,49,21

,16.6,适合儿童的,28,27,19,18,30H,26,25I,20,N/A,24j,15,17,21,22,50,48,30,34n,12,11,N/A,14,20

,13.1,包装有代言人形象的,43F,39,25,26,41H,37,30I,25,N/A,33j,15,14,14,13,32,31,47N,43,28,26,N/A,25,22

,12.0,含果肉/粒/茸的,16,14,29G,25,14,13,74I,66,N/A,32j,12K,8,9,8,14,12,23,22,10O,7,N/A,59,23

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,,品牌形象,伊利优酸乳,,伊利果之优酸乳,,蒙牛酸酸乳,,蒙牛真果粒,,蒙牛果蔬酸酸乳,,光明心爽酸酸乳,,光明酸牛奶,,娃哈哈营养快线,,小洋人妙恋果乳,,达利园优先乳,,美汁源果粒奶优,,

,,,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,

,,base,1510,1502,758,1166,1358,1470,1106,1316,N/A,1043,407,468,1086,1139,1349,1405,957,1129,666,952,N/A,1061,

,重要性,,f,F,g,G,h,H,i,I,j,J,k,K,l,L,m,M,n,N,o,O,p,P,

,27.7,值得信赖,42,39,30,26,41H,36,37I,33,N/A,28j,17,16,28L,25,33,33,18,17,16O,12,N/A,18,2

,26.5,使我心情愉悦的,32F,29,23,21,31H,27,36I,29,N/A,23j,16K,12,19,19,34,36,21,20,11,12,N/A,24,1

,25.5,使我感觉轻松的,31,29,21,23,29H,26,32,30,N/A,24j,14,12,20,18,34,35,20,20,12,12,N/A,23,7

,25.5,物有所值的,37F,33,26,23,36,33,34I,30,N/A,26j,18,17,26,23,34,34,17,18,12,14,N/A,22,4

,24.5,受人欢迎的,41F,38,27,26,41H,36,38,36,N/A,29j,18,15,25L,22,43,42,24,22,17,15,N/A,25,3

,23.8,让我更美丽,28,26,19,22g,26,25,30,27,N/A,24j,13,12,21,21,29,31,19,19,13,12,N/A,22,8

,23.5,有实力的,38,40,28,27,40,39,35I,32,N/A,27j,16K,10,24L,21,29,29,16,15,12,11,N/A,18,9

,22.8,营养专家,32,31,22,21,33H,30,29,27,N/A,28j,12,13,24L,21,39,40,15,14,13,11,N/A,16,10

,21.6,专业的,36,36,28,25,36,34,31,32,N/A,25j,16,13,25,24,28,28,17,16,15,13,N/A,17,11

,21.4,适合休闲的,35F,29,27G,23,33H,26,38I,33,N/A,25j,17,14,20L,17,43,43,27,27,18,16,N/A,28,14

,21.2,流行的,38F,33,26,24,37H,30,37I,32,N/A,28j,14,12,16,17,39,39,26,26,16,16,N/A,27,13

,21.0,引领潮流的,33,31,25,21,34H,27,35I,29,N/A,26j,12,13,14,15,30,30,20,22,12,12,N/A,23,12

,20.6,知名度高,45F,42,31,30,46H,41,41,38,N/A,29j,16,15,25,22,38,38,22,23,19,16,N/A,23,6

,19.5,不断创新的,32,31,25G,22,33H,28,30,29,N/A,27j,13,12,17L,14,28M,25,19,17,10,13,N/A,20,18

,19.4,适合白领人士的,30,28,23,23,29H,25,32,30,N/A,26j,12,10,21,20,32,32,20,18,16,16,N/A,24,17

,19.0,代言人有亲和力、公信力的,35F,31,22,20,33H,28,24,24,N/A,26j,10,9,13,13,25,24,27,24,16,16,N/A,19,22

,19.0,促销活动吸引人的,33F,30,22,21,31H,29,28I,24,N/A,22j,12,13,18,18,26,24,18,17,12,12,N/A,19,16

,18.0,随处可见的,51F,46,36G,31,50H,45,44I,40,N/A,34j,26,21,34L,28,52,50,36,32,24,23,N/A,30,5

,16.8,广告让人印象深刻的,35F,31,23,21,34H,29,27,25,N/A,29j,10,8,13,11,32,31,37,36,18,19,N/A,25,15

,16.1,好玩的,20,20,17,17,19,19,28,27,N/A,20j,11,10,10,11,28,27,29,29,9,10,N/A,20,21

,15.6,是奥运/世博/中国体育代表团赞助商,40,45f,25,25,33H,26,21I,17,N/A,16j,8,8,12,10,14M,12,10N,8,7,7,N/A,7,20

,14.7,广告多的,42F,39,28,26,41,38,32,30,N/A,32j,13,11,16,15,38,37,36N,32,23,20,N/A,24,19

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,,品牌个性,伊利优酸乳,,伊利果之优酸乳,,蒙牛酸酸乳,,蒙牛真果粒,,蒙牛果蔬酸酸乳,,光明心爽酸酸乳,,光明酸牛奶,,娃哈哈营养快线,,小洋人妙恋果乳,,达利园优先乳,,美汁源果粒奶优,,

,,,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,

,,base,1510,1502,758,1166,1358,1470,1106,1316,N/A,1043,407,468,1086,1139,1349,1405,957,1129,666,952,N/A,1061,

,重要性,,f,F,g,G,h,H,i,I,j,J,k,K,l,L,m,M,n,N,o,O,p,P,

,21.0,有品味的,32F,26,24,24,31H,26,34,32,N/A,24j,15,15,21L,18,29,27,18,19,14,15,N/A,21,2

,20.6,有亲和力的,30,28,23,21,31H,25,27,26,N/A,24j,13,12,19,17,31,31,22,23,13,13,N/A,19,1

,20.2,有活力的,31F,28,23,23,29,26,30,29,N/A,25j,16,14,18L,15,36M,33,25,25,14,14,N/A,22,10

,19.5,轻松乐观的,30F,26,21,22,27H,25,27,27,N/A,25j,13,14,16,16,34M,31,25,25,14,14,N/A,20,11

,19.2,精致的,28F,22,24,22,24,23,32,31,N/A,22j,13,14,16,15,26,24,22,24,14O,11,N/A,22,19

,19.1,自我的,27F,23,20,21,25H,21,25,24,N/A,22j,14,11,16,15,24,24,17,18,11,13,N/A,18,18

,18.4,积极进取的,32F,27,24,24,32H,27,28,27,N/A,28j,15,12,18,16,28,26,19,17,14,12,N/A,17,6

,18.2,自信的,30,28,24,23,31H,26,30I,27,N/A,23j,13,14,18,17,27,26,20,18,12,15,N/A,18,21

,18.0,优雅的,27F,23,20,21,24,22,26,25,N/A,21j,12,16k,17,15,24,24,23,23,15,14,N/A,19,13

,17.9,时尚的,29F,25,23,24,28H,22,31,30,N/A,28j,13,13,14,14,30M,27,26,24,15,15,N/A,26,12

,17.5,稳重成熟的,26,24,17,19,29H,24,25,23,N/A,20j,12,12,19,19,22,20,11,11,10,11,N/A,13,8

,17.4,阳光的,29F,23,22,22,29H,25,29I,25,N/A,25j,14,15,17,18,35M,30,28,25,14,16,N/A,22,4

,16.9,有朝气的,29F,26,22,23,28H,24,27,27,N/A,24j,14,16,16,15,35M,29,26,24,15,13,N/A,21,7

,16.8,与时俱进的,30F,27,23,24,33H,26,30,28,N/A,26j,14,16,18,17,31M,25,18,19,14,12,N/A,22,3

,16.6,有个性的,27F,23,21,21,26H,21,31I,26,N/A,24j,13,13,14,14,27,25,25,25,14,14,N/A,21,9

,15.5,年轻的,27F,23,23,21,25,23,30I,26,N/A,25j,12,13,15,14,34M,28,32,31,15,15,N/A,23,20

,15.5,外向的,25,23,20,21,25,23,25,23,N/A,22j,11,12,13,15,29M,25,23,23,10,12,N/A,19,15

,15.4,有音乐感的,27F,24,18,19,24H,21,21,21,N/A,22j,9,11,12,10,22,22,24,23,12,11,N/A,19,17

,15.3,浪漫的,24F,20,19,18,23H,19,23,23,N/A,19j,11,11,13L,11,23,22,34,39n,13,13,N/A,20,14

,14.4,小资情调的,24F,20,17,19,22,19,26,27,N/A,19j,12,11,14,13,24M,21,22,24,14,12,N/A,21,5

,14.0,张扬的,24F,22,19,20,25H,21,25,24,N/A,22j,9,11,12,12,25M,21,20,22,10,10,N/A,18,16

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,,品牌形象单项标准化表现,,,,,,,,,,,,,,,,,,,,,,,

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,,产品特征,伊利优酸乳,,伊利果之优酸乳,,蒙牛酸酸乳,,蒙牛真果粒,,蒙牛果蔬酸酸乳,,光明心爽酸酸乳,,光明酸牛奶,,娃哈哈营养快线,,小洋人妙恋果乳,,达利园优先乳,,美汁源果粒奶优,,

,,,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,

,重要性,base,1510,1502,758,1166,1358,1470,1106,1316,N/A,1043,407,468,1086,1139,1349,1405,957,1129,666,952,N/A,1061,

,31.6,贴近我的需要的,149,132,85,93,135,136,132,124,N/A,105,50,54,107,109,142,155,60,62,39,47,N/A,82,1

,31.1,口感好的,131,123,88,87,128,119,144,138,N/A,94,56,62,88,90,147,156,69,80,49,51,N/A,101,2

,27.8,安全可靠的,136,137,93,98,136,130,121,127,N/A,111,65,59,102,101,124,130,68,68,56,62,N/A,78,4

,27.5,高品质的,140,135,95,100,140,143,133,135,N/A,112,60,50,102,93,123,135,60,62,49,58,N/A,77,3

,26.0,科技含量高的,137,130,86,105,137,130,141,130,N/A,130,63,59,94,88,125,134,67,63,51,54,N/A,79,12

,26.0,对家人有好处的,135,132,82,93,132,125,109,114,N/A,121,66,64,125,118,132,139,63,57,56,61,N/A,75,6

,26.0,酸甜适中的,138,137,84,91,138,129,128,118,N/A,107,60,61,91,95,138,148,77,76,47,46,N/A,91,5

,25.0,营养均衡的,126,124,92,100,126,120,115,120,N/A,131,54,46,98,96,160,166,71,66,58,50,N/A,81,11

,24.2,奶源优质的,146,146,97,109,164,158,127,129,N/A,113,56,57,101,109,108,113,56,57,45,49,N/A,61,8

,24.1,奶味纯正的,136,134,76,91,140,148,119,120,N/A,100,59,57,123,124,132,143,64,62,51,53,N/A,67,10

,22.9,包装吸引人的,116,103,85,95,116,99,155,135,N/A,115,54,48,50,64,140,147,128,135,54,56,N/A,103,17

,22.9,口味新颖的,109,110,102,106,113,98,167,151,N/A,135,58,49,65,61,138,127,98,94,51,49,N/A,119,13

,22.9,对肠胃好的,153,140,91,101,147,148,94,94,N/A,117,66,70,133,140,115,125,59,51,42,51,N/A,62,9

,22.6,适合不同场合饮用的,122,108,93,92,115,104,133,127,N/A,100,54,54,75,73,161,177,90,88,57,65,N/A,112,16

,22.3,口味多的,131,123,92,100,131,123,152,142,N/A,131,53,50,71,62,145,146,85,77,42,46,N/A,100,14

,22.2,含有多种营养素的,122,104,93,101,122,104,129,122,N/A,157,58,52,84,80,167,160,77,73,48,52,N/A,94,7

,21.7,帮助吸收的,139,141,85,107,142,145,100,95,N/A,118,60,73,125,122,132,126,60,57,57,53,N/A,61,15

,20.0,提神的,130,121,83,98,130,121,130,109,N/A,104,73,75,99,98,135,161,73,81,47,46,N/A,86,19

,17.9,有乳酸菌的,161,174,109,127,168,174,71,73,N/A,113,93,94,121,127,78,73,50,54,50,51,N/A,40,18

,17.7,有水果、果汁营养的,89,66,117,114,82,66,206,183,N/A,172,41,41,41,31,155,121,120,100,48,38,N/A,169,21

,16.6,适合儿童的,110,114,74,76,117,110,98,84,N/A,101,59,72,82,93,196,202,117,143,47,46,N/A,59,20

,13.1,包装有代言人形象的,141,138,82,92,134,130,98,88,N/A,116,49,49,46,46,105,109,154,152,92,92,N/A,88,22

,12.0,含果肉/粒/茸的,72,58,130,103,63,54,331,273,N/A,132,54,33,40,33,63,50,103,91,45,29,N/A,244,23

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,,品牌形象,伊利优酸乳,,伊利果之优酸乳,,蒙牛酸酸乳,,蒙牛真果粒,,蒙牛果蔬酸酸乳,,光明心爽酸酸乳,,光明酸牛奶,,娃哈哈营养快线,,小洋人妙恋果乳,,达利园优先乳,,美汁源果粒奶优,,

,,,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,

,重要性,base,1510,1502,758,1166,1358,1470,1106,1316,N/A,1043,407,468,1086,1139,1349,1405,957,1129,666,952,N/A,1061,

,27.7,值得信赖,144,152,103,101,141,140,127,128,N/A,109,58,62,96,97,113,128,62,66,55,47,N/A,70,2

,26.5,使我心情愉悦的,129,127,93,92,125,118,145,127,N/A,100,65,52,77,83,137,157,85,87,44,52,N/A,105,1

,25.5,使我感觉轻松的,131,127,89,100,123,113,135,131,N/A,105,59,52,85,79,144,153,85,87,51,52,N/A,100,7

,25.5,物有所值的,139,133,98,93,135,133,128,121,N/A,105,68,68,98,93,128,137,64,73,45,56,N/A,89,4

,24.5,受人欢迎的,135,137,89,93,135,129,125,129,N/A,104,59,54,82,79,141,151,79,79,56,54,N/A,90,3

,23.8,让我更美丽,127,119,86,100,118,114,136,123,N/A,110,59,55,95,96,132,141,86,87,59,55,N/A,100,8

,23.5,有实力的,144,164,106,110,151,159,132,131,N/A,110,61,41,91,86,110,119,61,61,45,45,N/A,74,9

,22.8,营养专家,132,135,90,92,136,131,119,118,N/A,122,49,57,99,92,160,175,62,61,53,48,N/A,70,10

,21.6,专业的,140,151,109,105,140,142,120,134,N/A,105,62,54,97,100,109,117,66,67,58,54,N/A,71,11

,21.4,适合休闲的,122,114,94,90,115,102,133,129,N/A,98,59,55,70,67,150,168,94,106,63,63,N/A,110,14

,21.2,流行的,137,128,94,93,134,116,134,124,N/A,108,51,46,58,66,141,151,94,101,58,62,N/A,105,13

,21.0,引领潮流的,138,137,105,93,142,119,147,128,N/A,115,50,57,59,66,126,133,84,97,50,53,N/A,102,12

,20.6,知名度高,143,146,99,104,146,142,130,132,N/A,101,51,52,80,76,121,132,70,80,60,56,N/A,80,6

,19.5,不断创新的,139,143,109,102,143,129,130,134,N/A,125,57,55,74,65,122,116,83,79,43,60,N/A,92,18

,19.4,适合白领人士的,126,122,96,100,121,109,134,131,N/A,113,50,44,88,87,134,140,84,79,67,70,N/A,105,17

,19.0,代言人有亲和力、公信力的,154,146,97,94,145,132,105,113,N/A,122,44,42,57,61,110,113,119,113,70,75,N/A,89,22

,19.0,促销活动吸引人的,149,144,99,101,140,139,126,115,N/A,106,54,62,81,86,117,115,81,82,54,58,N/A,91,16

,18.0,随处可见的,130,133,92,90,127,130,112,116,N/A,98,66,61,87,81,133,145,92,93,61,67,N/A,87,5

,16.8,广告让人印象深刻的,138,129,90,87,134,120,106,104,N/A,120,39,33,51,46,126,129,145,149,71,79,N/A,104,15

,16.1,好玩的,105,105,89,89,100,100,147,141,N/A,105,58,52,53,58,147,141,153,152,47,52,N/A,105,21

,15.6,是奥运/世博/中国体育代表团赞助商,212,273,132,152,175,158,111,103,N/A,97,42,49,64,61,74,73,53,49,37,43,N/A,43,20

,14.7,广告多的,141,141,94,94,137,138,107,109,N/A,116,43,40,54,54,127,134,120,116,77,72,N/A,87,19

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,,品牌个性,伊利优酸乳,,伊利果之优酸乳,,蒙牛酸酸乳,,蒙牛真果粒,,蒙牛果蔬酸酸乳,,光明心爽酸酸乳,,光明酸牛奶,,娃哈哈营养快线,,小洋人妙恋果乳,,达利园优先乳,,美汁源果粒奶优,,

,,,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,

,重要性,base,1510,1502,758,1166,1358,1470,1106,1316,N/A,1043,407,468,1086,1139,1349,1405,957,1129,666,952,N/A,1061,

,21.0,有品味的,132,116,99,107,128,116,140,143,N/A,107,62,67,87,80,120,120,74,85,58,67,N/A,94,2

,20.6,有亲和力的,129,129,99,97,133,115,116,120,N/A,110,56,55,82,78,133,143,95,106,56,60,N/A,87,1

,20.2,有活力的,126,121,93,100,118,113,122,126,N/A,108,65,61,73,65,146,143,101,108,57,61,N/A,95,10

,19.5,轻松乐观的,130,117,91,99,117,112,117,121,N/A,112,57,63,70,72,148,139,109,112,61,63,N/A,90,11

,19.2,精致的,127,105,109,105,109,110,145,148,N/A,105,59,67,72,72,118,115,99,115,63,53,N/A,105,19

,19.1,自我的,136,120,101,110,126,110,126,126,N/A,115,70,58,80,79,121,126,85,94,55,68,N/A,94,18

,18.4,积极进取的,137,127,103,113,137,127,120,127,N/A,132,64,57,77,76,120,123,81,80,60,57,N/A,80,6

,18.2,自信的,132,131,105,108,136,122,132,126,N/A,108,57,66,79,80,119,122,88,84,53,70,N/A,84,21

,18.0,优雅的,129,113,96,104,115,109,124,123,N/A,104,57,79,81,74,115,118,110,113,72,69,N/A,94,13

,17.9,时尚的,125,111,99,106,121,98,133,133,N/A,124,56,58,60,62,129,120,112,106,65,67,N/A,115,12

,17.5,稳重成熟的,137,135,89,107,153,135,132,129,N/A,112,63,67,100,107,116,112,58,62,53,62,N/A,73,8

,17.4,阳光的,120,103,91,98,120,112,120,112,N/A,112,58,67,71,80,145,134,116,112,58,72,N/A,98,4

,16.9,有朝气的,123,118,93,105,119,109,115,123,N/A,109,59,73,68,68,149,132,110,109,64,59,N/A,95,7

,16.8,与时俱进的,128,123,98,109,141,118,128,127,N/A,118,60,73,77,77,132,114,77,86,60,55,N/A,100,3

,16.6,有个性的,123,111,95,102,118,102,141,126,N/A,116,59,63,64,68,123,121,114,121,64,68,N/A,102,9

,15.5,年轻的,114,105,97,95,106,105,127,118,N/A,114,51,59,63,64,144,127,135,141,63,68,N/A,105,20

,15.5,外向的,124,116,99,106,124,116,124,116,N/A,111,55,61,65,76,144,126,114,116,50,61,N/A,96,15

,15.4,有音乐感的,144,130,96,103,128,114,112,114,N/A,119,48,60,64,54,117,119,128,125,64,60,N/A,103,17

,15.3,浪漫的,118,102,93,92,113,97,113,118,N/A,97,54,56,64,56,113,113,167,200,64,67,N/A,102,14

,14.4,小资情调的,123,107,87,101,113,101,134,144,N/A,101,62,59,72,69,123,112,113,128,72,64,N/A,112,5

,14.0,张扬的,128,119,101,108,133,114,133,130,N/A,119,48,60,64,65,133,114,107,119,53,54,N/A,98,16

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,,差异化分析,,,,,,,,,,,,,,,,,,,,,,,

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,,差异化分析说明：,,,,,,,,,,,,,,,,,,,,,,,

,,各品牌数据经双标准化之后，计算出该品牌的某属性是否具备与自身其他属性，以及其他竞争品牌相比而言的差异化优势。得分越高表示该属性的差异化越大。数据分布偏离中心值超过标准差1倍的可能性有31.74％，偏离超过2倍的可能性只有5％，偏离超过3倍的可能性不足1％。,,,,,,,,,,,,,,,,,,,,,,,

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,,产品特征,伊利优酸乳,,伊利果之优酸乳,,蒙牛酸酸乳,,蒙牛真果粒,,蒙牛果蔬酸酸乳,,光明心爽酸酸乳,,光明酸牛奶,,娃哈哈营养快线,,小洋人妙恋果乳,,达利园优先乳,,美汁源果粒奶优,,

,重要性,,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,

,31.6,贴近我的需要的,+,+,-,-,+,+,-,-,N/A,-,-,-,+,+,+,+,-,-,-,-,N/A,-,1

,31.1,口感好的,-,+,-,-,-,-,+,+,N/A,-1,-,+,-,+,+,+,-,-,-,-,N/A,+,2

,27.8,安全可靠的,+,+,+,-,+,+,-,-,N/A,-,+,+,+,+,-,-,-,-,+,+,N/A,-,4

,27.5,高品质的,+,+,+,+,+,+,-,+,N/A,-,-,-,+,+,-,-,-,-,-,+,N/A,-,3

,26.0,科技含量高的,+,+,-,+,+,+,+,+,N/A,+,+,+,+,-,-,-,-,-,+,+,N/A,-,12

,26.0,对家人有好处的,+,+,-,-,+,+,-1,-,N/A,+,+,+,+1,+1,-,+,-,-,+,+,N/A,-,6

,26.0,酸甜适中的,+,+,-,-,+,+,-,-,N/A,-,+,+,-,+,+,+,-,-,-,-,N/A,-,5

,25.0,营养均衡的,-,-,-,-,-,-,-,-,N/A,+,-,-,+,+,+1,+1,-,-,+,-,N/A,-,11

,24.2,奶源优质的,+,+,+,+,+1,+1,-,-,N/A,-,-,-,+,+,-1,-,-1,-,-,-,N/A,-1,8

,24.1,奶味纯正的,+,+,-,-,+,+,-,-,N/A,-,-,-,+1,+,-,+,-,-,-,+,N/A,-,10

,22.9,包装吸引人的,-,-,-,-,-,-,+,+,N/A,-,-,-,-1,-,+,+,+1,+1,+,+,N/A,+,17

,22.9,口味新颖的,-,-,+,+,-,-,+1,+,N/A,+,+,-,-,-,+,-,+,+,+,-,N/A,+,13

,22.9,对肠胃好的,+,+,-,+,+,+,-1,-1,N/A,-,+,+,+1,+1,-,-,-,-1,-,-,N/A,-1,9

,22.6,适合不同场合饮用的,-,-,+,-,-,-,-,-,N/A,-,-,-,-,-,+1,+1,+,+,+,+,N/A,+,16

,22.3,口味多的,-,-,-,-,-,+,+,+,N/A,+,-,-,-,-1,+,+,+,-,-,-,N/A,+,14

,22.2,含有多种营养素的,-,-,+,+,-,-,-,-,N/A,+1,-,-,-,-,+1,+1,-,-,-,+,N/A,+,7

,21.7,帮助吸收的,+,+,-,+,+,+,-1,-1,N/A,-,-,+,+1,+1,-,-,-,-,+,+,N/A,-1,15

,20.0,提神的,+,-,-,-,+,+,-,-,N/A,-,+,+,+,+,+,+,-,-,-,-,N/A,-,19

,17.9,有乳酸菌的,+1,+2,+,+1,+1,+2,-2,-2,N/A,-,+1,+1,+1,+1,-2,-2,-1,-1,-,-,N/A,-2,18

,17.7,有水果、果汁营养的,-1,-2,+1,+,-1,-2,+2,+2,N/A,+2,-,-,-2,-2,+1,-,+1,+,-,-,N/A,+2,21

,16.6,适合儿童的,-,-,-,-,-,-,-1,-1,N/A,-,-,+,-,+,+2,+2,+1,+2,-,-,N/A,-1,20

,13.1,包装有代言人形象的,+,+,-,-,+,+,-1,-1,N/A,-,-,-,-1,-1,-1,-1,+2,+2,+1,+1,N/A,-,22

,12.0,含果肉/粒/茸的,-1,-2,+1,+,-1,-2,+2,+2,N/A,+,-,-,-1,-1,-2,-2,+,+,-,-,N/A,+2,23

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,,品牌形象,伊利优酸乳,,伊利果之优酸乳,,蒙牛酸酸乳,,蒙牛真果粒,,蒙牛果蔬酸酸乳,,光明心爽酸酸乳,,光明酸牛奶,,娃哈哈营养快线,,小洋人妙恋果乳,,达利园优先乳,,美汁源果粒奶优,,

,重要性,,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,09年,10年,

,27.7,值得信赖,+,+,+,+,+,+,+,+,N/A,-,+,+,+1,+1,-1,-,-2,-1,-,-,N/A,-1,2

,26.5,使我心情愉悦的,-,-,-,-,-,-,+1,+,N/A,-,+,+,-,+,+,+1,-,+,-,-,N/A,+,1

,25.5,使我感觉轻松的,-,-,-,+,-,-,+,+,N/A,-,+,+,+,+,+,+,-,-,-,-,N/A,+,7

,25.5,物有所值的,+,-,+,-,-,+,+,-,N/A,-,+,+1,+1,+1,+,+,-1,-1,-,-,N/A,-,4

,24.5,受人欢迎的,-,-,-,-,+,+,-,+,N/A,-,+,+,+,+,+1,+,-,-,-,-,N/A,-,3

,23.8,让我更美丽,-,-1,-,+,-,-,+,+,N/A,-,+,+,+1,+1,+,+,+,-,+,-,N/A,+,8

,23.5,有实力的,+,+1,+,+,+1,+1,+,+,N/A,+,+,-,+1,+,-1,-1,-1,-2,-,-1,N/A,-1,9

,22.8,营养专家,-,-,-,-,+,+,-,-,N/A,+,-,+,+1,+,+1,+2,-1,-1,-,-,N/A,-1,10

,21.6,专业的,+,+,+,+,+,+1,-,+,N/A,-,+,+,+1,+1,-1,-1,-1,-1,+,-,N/A,-1,11

,21.4,适合休闲的,-1,-1,-,-,-1,-1,+,+,N/A,-,+,+,-,-,+1,+2,+,+1,+,+,N/A,+1,14

,21.2,流行的,-,-,-,-,-,-,+,+,N/A,+,-,-,-1,-,+,+1,+,+,+,+,N/A,+1,13

,21.0,引领潮流的,-,-,+,-,+,-,+1,+,N/A,+,-,+,-1,-,-,-,-,+,-,-,N/A,+,12

,20.6,知名度高,+,+,+,+,+,+1,+,+,N/A,-,-,-,+,+,-,-,-1,-,+,-,N/A,-,6

,19.5,不断创新的,+,+,+,+,+,+,+,+,N/A,+1,+,+,-,-,-,-1