《娃哈哈冰糖雪梨策划案》

《娃哈哈冰糖雪梨策划案》 第四届全国高校市场营销大赛河南省赛 暨首届河南省高校市场营销大赛 营销策划案 题目: 娃哈哈冰糖雪梨 幸福家庭的选择 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 摘要 我国饮料行业发展迅速,主要体现出多层次、多品牌、多特性、增速快、容量大、变化快、品牌竞争激烈等特点。 根据对市场调研和相关数据的分析发现,一方面,消费者由于受食品安全因素的影响,在饮料消费上,尤其是家庭饮料消费日益注重健康营养安全型饮料,另一方面,果蔬汁饮料日益走俏,在软饮料行业中增长速度最快。尤其是今年的冰糖雪梨,它以目标人群广,口感清甜的特点,迅速得到消费者的青睐。通过对家庭饮料市场的调研分析,从中发现家庭饮料市场容量巨大,而市场上又缺少专门针对“家庭”消费的果蔬汁饮料。结合各方面考虑,我们确定了“娃哈哈冰糖雪梨,幸福家庭的选择”为市场定位。 通过对冰糖雪梨市场的数据收集分析,从冰糖雪梨市场竞争来说,娃哈哈冰糖雪梨是在统一、康师傅后跟进市场的,再加上全国布局动作有点慢,市场份额比较少。所以单一以功能为诉求来和竞争对手竞争,娃哈哈冰糖雪梨失去的许多很多先天竞争优势,所以我们考虑在“家庭健康与幸福”这一理念上做文章。从软饮料市场来看,市场缺少专门针对家庭为主题的饮料,而且家庭饮料消费市场容量较大。从娃哈哈冰糖雪梨产品来说正好适应家庭饮料健康、营养、安全的消费需求。 结合对市场、家庭、产品等因素的分析,决定重新选择冰糖雪梨的目标市场,并将其定位为“家庭饮品”,提出“娃哈哈冰糖雪梨,幸福家庭的选择”的策划主题,并对产品规格、包装重新设计,开发系列产品,以适应家庭这一目标市场。设计合格的价格体系和分销渠道,综合各种推广手段,通过平面广告、媒体广告、网Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 络等媒介和沟通360的市场推广方式宣传“娃哈哈冰糖雪梨,幸福家庭的选择”的主 题,同时塑造娃哈哈冰糖雪梨健康、营养、时尚、安全的良好形象。在消费者心 中强化“家庭健康与幸福”的观念。 目 录 一、 市场分析--------------------------------------------------------1 ,一, 企业的目标和任务----------------------------------------------2 (二) 市场现状和策略(同质化严重)------------------------------------2 ,三, 主要竞争对手分析,品牌竞争激烈,------------------------------5 ,四, 营销外部环境分析,果蔬汁饮料增长迅速,------------------------7 ,五, 营销内部环境分析,品牌和渠道优势趋向家庭,--------------------8 二、 营销策略-------------------------------------------------------10 , 营销目标-----------------------------------------------------10 ,一 ,二, 目标市场描述,家庭主妇是主要购买者,-------------------------12 (三) 市场定位,娃哈哈冰糖雪梨幸福家庭的选择,---------------------14 ,四, 营销策略,4P,-----------------------------------------------15 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 三、 行动策划案(认知、体验、延伸三阶段)-----------------------------28 ,一, 制定活动步骤-------------------------------------------------28 ,二, 评估 流程 快递问题件怎么处理流程河南自建厂房流程下载关于规范招聘需求审批流程制作流程表下载邮件下载流程设计 -----------------------------------------------------40 四、 参考文献-------------------------------------------------------43 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 娃哈哈冰糖雪梨营销策划 方案 气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载 娃哈哈集团今年推出新品娃哈哈冰糖雪梨，面对先前进入者统一、康师傅等竞争对手，如何利用企业自身的优势，克服产品面市晚的劣势，进一步扩大市场份额。本策划案在市场调研的基础上，参照相关文案资料，分析产品的优劣势以及市场前景，选择家庭作为产品的目标市场，对产品进行重新定位，将产品定位为“娃哈哈冰糖雪梨，幸福家庭的选择”同时将这一主题进行宣传，在消费者的心中建立家庭幸福饮品选择的意识形态，运用各种营销手段，提高产品的销量和知名度。 一、 市场分析 随着人们生活水平及消费能力的不断提升，软饮料行业已经步入了快速发展时期，产品被大众所认识并接受，市场需求十分巨大。总的来说软饮料行业的发展主要呈现出多层次、多品牌、多特性、容量大、变化快、品牌竞争激烈等特点。当前我国饮料行业的多元化格局已经初步显现，现在的饮料市场内碳酸饮料、瓶装水市场趋于成熟增速放缓，茶饮料、果蔬汁饮料市场蓬勃发展，功能性饮料市场方兴未艾。但我国饮料行业同质化较为普遍，饮料市场上的竞争也十分激烈，多个品牌都争先创新紧随时尚的步伐争取更加吸引消费者尤其是行业内的几个巨头更是采用多种手段进行促销、宣传，使得竞争氛围也更加火热。比如今年十分火热的冰糖雪梨，首先统一以冰糖加雪梨再配合传统的配方和其清凉蜜甜的口感加上功能诉求广告的轰炸，迅速火爆起来。进而康师傅、娃哈哈、今麦郎等企业也进入市场竞争者的行列。我们主要的研究对象也是冰糖雪梨，通过市场分析，宏观方面从政治、经济、文化、法律、科技等角度分析其对饮料行业的影响。微观方面通过对饮料行业的主要竞争对手分析，尤其对销售冰糖雪梨几个主要品牌的分析，了解各种不同品牌冰糖雪梨的消费诉求，从中发现娃哈哈冰糖雪梨所处的市场地位并分析其优劣点，构建一个合理的消费理念，从中寻找娃哈哈冰糖雪梨的蓝海市场，使娃哈哈冰糖雪梨在市场竞争中占得优势并在市场中占得一席之地。 第1页 (一) 企业目标和任务 1、企业目标和任务 娃哈哈企业目前秉承“健康你我他 欢乐千万家”的经营理念，以给顾客带去健康、快乐、活力、安全的饮品为己任，进而走出国门走向世界，将娃哈哈打造成世界饮品。力争早日进入世界500强企业的行列。 2、娃哈哈冰糖雪梨的目标和任务 依据对市场调研数据的整理分析以及相关数据的收集，从中发现家庭饮料市场的不足，所以以“幸福家庭饮品”为理念，使娃哈哈蜂蜜冰糖雪梨成为家庭饮品的首选。通过以“家庭”进行市场区分，构建自己独特的蓝海市场。最先占领家庭饮料市场份额，使娃哈哈冰糖雪梨成为冰糖雪梨市场的第一。 (二) 市场现状和策略 1、娃哈哈企业的市场现状 杭州娃哈哈集团有限公司创建于1987年，现已发展成为中国规模最大、效益最好的饮料企业。目前在全国29省市建有58个基地150余家分公司，拥有总资产300亿元，员工30000人。公司以一流的技术、一流的设备，一流的服务，打造出一流的品质，先后投资100多亿元从美国、法国、德国、日本、意大利等国引进400条世界一流的自动化生产线，主要生产含乳饮料、饮用水、碳酸饮料、果汁饮料、茶饮料、保健食品、罐头食品、休闲食品等8大类100多个品种的产品。2012年1—10月，娃哈哈营业收入共有556亿元，上交税金42.68亿元，利税98.15亿元。。在中国民营企业500强中，娃哈哈营业收入居第八位、利润第一位、纳税第二位。集团饮料产量、销售收入、利税、利润等各项指标已连续13年位居中国饮料行业首位。娃哈哈始终坚持以创新为企业发展的不竭动力，不断提升企业技术实力，在瞬息万变的竞争中牢牢把握市场主动权，娃哈哈开发出的产品不仅引导了消费潮流，丰富了人民的生活，也推动了中国饮料工业健康快速发展。 2012年投资澳洲养牛业，加快进入乳制品行业。2012年6月上旬，宗庆后亲自率团赴欧洲，为娃哈哈开启商业零售业务招商，扩大商业网络。用宗庆后的话说，要将欧洲物美价廉的“优品”引入国内。 在和300多家企业进行500多次会面后，宗庆后选择了两百多家欧洲企业，成为它们的中国总代理。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 2、娃哈哈产品的市场现状 产品市场 市场现状 主要产品 乳品类中以儿童钙奶和爽歪歪长期占据儿童市场领 营养快线 乳品市场 先地位，并不断采用新技术新工艺研发新的儿童产品。 锌爽歪歪 智慧超人 锡兰奶茶 包装水是份额最大的一个市场(主要包括瓶装水和桶装 水)，产量占整个软饮料业的30%以上。未来几年的概念大 战、价格大战、口水大战，会更加热闹。从大的市场格局来 包装水市场 说，应该还是矿泉水、矿物质水、纯净水三足鼎立，矿物质 水的成本优势非常明显，康师傅矿物质水今年上半年以娃哈哈饮用 25.2%的占有率勇夺中国“水王”。娃哈哈在纯净水市场仍水 是领导者，但越来越受到怡宝、乐百氏的竞争，另外在纯净 水市场还要受到可乐“冰露水”的挑战。 在一线城市，非常可乐的市场份额会减少，这是由于娃 哈哈的联销体模式在大城市比不过两乐的101销售系统。但 碳酸水市场 是在广大乡村，非常可乐的优势暂时也不会被撼动。 用一 句话可以概括目前可乐三巨头的状况:两乐下不了乡，非常 可乐进不了城;城里的想杀出去，城外的想攻进来 非常可乐 冰糖雪梨 HELLO-C产品市场迎接着酷儿和统一鲜橙多的挑战，市 蔬果汁市场 HELLO-C 场份额逐步减少，冰糖雪梨市场竞争惨烈，市场占有率逐步 提高 茶饮料市场目前是典型的双寡头垄断。康师傅一家的份 额就已经接近50%，加上统一，两者合计占领份额在一二线 城市接近80%，娃哈哈茶在城市的占有率5%，全国12%。娃 茶类市场 哈哈在茶类市场中主要以龙井茶为主，并占领了一定的市场 卡曼橘绿 茶 份额。 金银花凉 茶 针对脉动而开发的激活，虽然进入市场后占有了一定的 市场份额，但仍然落后脉动很多，尤其市场份额不是很大。 营养功能类市娃哈哈的功能饮料启力已经进入市场多年，但市场业绩不是 场 很好，而借助今年最火爆的节目《中国好声音》的广告宣传，启力 知名度不断提高，业绩也逐渐上升，很有快速成长的迹象 激活 第3页 3、娃哈哈目前的营销策略 (1)产品策略 娃哈哈的经营者有强烈的产品更新意识和商标意识。娃哈哈充分发挥自己雄厚的经济和技术实力，先后开发出营养快线、锌爽歪歪、启力、蜂蜜冰糖雪梨等新产品，不仅丰富了娃哈哈产品线，而且市场份额继续快速增长，同时更加加强了消费者对娃哈哈产品的忠诚度。 (2)跟进策略 在开发新产品的同时，对市场中出现的新饮料品种或发展势头迅猛的饮料产品，采用迅速跟进策略进行拦截，在自身顺势发展的同时减少竞争对手的市场增长速度。比如娃哈哈的激活、启力和蜂蜜冰糖雪梨等产品。 (3)价格策略 娃哈哈坚持低价策略薄利多销扩大市场覆盖面，多销才能形成规模优势，才能有效降低成本使消费者受益企业受益。 (4)促销策略 娃哈哈主要以广告促销针对儿童普遍厌食现象广告语定为“喝了娃哈哈吃饭就是香”。再加上“妈妈我要喝娃哈哈!”这一富有煽动性的广告词起到了非常好的广告作用。娃哈哈还在报纸上大做专家版请全国营养协会主席和著名教授写文章介绍产品给人以可信赖的感觉。娃哈哈为体现对儿童真诚的爱心在一些城市向小学生赠送黄色太阳帽使小学生在过马路时增加安全系数。当然也因为醒目的"娃哈哈"三个字印在帽子上也就有了很好的宣传效果。 (5)渠道为王策略 在改革开放市场经济放开迅速发展的大背景下，娃哈哈精心罗织销售网每个省都派出了自己的销售人员，由一个个销售点组成了一张覆盖全国的销售网，使产品得以迅速走进千家万户。他们还在美国的四个城市设立了办事处，把销售网点撒向世界并开始描绘其世界蓝图。娃哈哈的营销组织结构:总部各省区分公司—特约一级批发商—特约二级批发商—二级批发商—三级批发商—零售终端。 每年开始，特约一级批发商根据各自经销额的大小打一笔预付款给娃哈哈，娃哈哈支付与银行相当的利息，然后，每次提货前，结清上一次的货款。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 批发商在自己的势力区域内发展特约二批商与二批商，两者的差别是，前者将打一笔预付款给一批商以争取到更优惠的政策。娃哈哈保证在一定区域内只发展一家一级批发商。 公司还长年派出一到若干位销售经理和理货员帮助经销商开展各种铺货、理货和促销工作。在某些县区，甚至出现这样的情况:当地的一批商仅仅提供了资金、仓库和一些搬运工，其余的所有营销工作都由娃哈哈派出的人员具体完成。 (三) 主要竞争对手分析 目前，在冰糖雪梨这场大战中，主要有四大品牌:统一、康师傅、娃哈哈和今麦郎。现在整个冰糖雪梨市场已经形成了典型的金字塔结构，统一无疑已经凭借先入为主的优势和强大的终端网络支持占据了老大的位置。康师傅已经成为众多跟随者中受益最大的一个品牌。娃哈哈和今麦郎已经成为支撑整个品类的中坚力量，从地级城市到下游的乡镇市场，其分销网络的强大覆盖率让整个冰糖雪梨之风越刮越强劲。 (1) 冰糖雪梨主要竞争对手背景简析 统一:产品众多，对市场的把握齐全，能够符合众多人的口味，就冰糖雪梨来讲，上市较早，占据较大的市场份额，终端的促销试饮活动比较多，还邀请了著名歌星梁静茹作为形象代言人，最先在各大卫视播出了其新的广告片，这也为其抢先占领今年饮料市场的先机起到了较好的推动作用。 康师傅:主营产品是食品，在果汁饮料方面也有涉及，康师傅紧随统一之后推出冰糖雪梨，为了在终端市场做出真正的气势来，康师傅在短时间内把全国各地的公交站牌广告全部进行更换， 这种大面积的宣传力度是目前为止饮料行业里面对冰糖雪梨类产品宣传力度最大的。这也直接刺激了其他饮料品牌对冰糖雪梨的关注，与此同时 康师傅冰糖雪梨的全国铺货工作也全面展开。此外康师傅把冰糖雪梨的包装规格压缩到450ml，同时把终端零售价直接拉低到2.5 元/瓶，利用这种价格策略占据竞争优势。在广告方面请陈坤做代言人，定位为“传世新饮”，追求清新淡雅，广告语“味清甜，身滋润”起了很好的宣传作用。 第5页 今麦郎:饮料行业中快速发展的一颗新星，对冰糖雪梨的推出虽然比较晚，但也占据了一定市场。在宣传上推出冰糖雪梨主打“怕上火”概念，还对“红罐饮料”加以否定，而且针锋相对提出了“北方雪梨”，此广告引发了很大的争议。但也是通过这种借势营销，销量迅速上升。 (2)各个品牌冰糖雪梨的宣传海报对比 (3)各个品牌理念比较 统一、康师傅、今麦郎在冰糖雪梨的发展中采取了不同的操作方法。这些产品的发展方式，在一定程度上反映了企业理念。相同与不同如下: Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 产品功能:在冰糖雪梨发展过程中，三大企业均重视冰糖雪梨的“功效评价”， 利用冰糖雪梨这一传统养生甜品的特殊功效满足人们现阶段对健康养生、自然生 活的需求。这反映出三大企业注重发掘大众需求、开发符合消费者需求产品的特 点。 相同 分销:三大品牌均重视渠道建设，均主要依靠批发商、代理商进行产品分销，发 展了数量众多的批发商、代理商。 三大品牌均积极开展了较多的人员促销活动，且均通过网络实现一部分产品销售 及促销。与此同时，三大品牌都通过海报、户外广告加强宣传力度。 统统一企业首先推出冰糖雪梨，反映了其创新意识。同时，统一会以产品核心价值 一 为主线，串联起产品开发、促销宣传、公共活动、互动等一系列营销活动，整个 营销过程中突出产品理念。同时，统一重视产品核心功能与理念的全面贯彻。统 一冰糖雪梨的成功来源于“渠道，创新，强化产品理念”。 康康师傅以渠道为基础，通过低价策略主导市场。这反映了康师傅重视渠道建设， 师 善于运用价格策略的特点。不仅如此，康师傅在发挥自己长处的同时，还善于把不傅 同 握竞争对手动向、积极跟进。由冰糖雪梨的发展，我们发现了康师傅“发挥专长， 敏锐跟进”的特点。康师傅冰糖雪梨成功来源于“渠道，价格，跟进超越”。 今今麦郎是跟进策略进入，动作相对较慢，但今麦郎对产品进行重新定位“怕上火”、 麦 “北方雪梨”，起到了很好的宣传作用。今麦郎的成功来源于“创新+借势营销” 郎 (四) 营销外部环境分析 1、经济 随着国内生产总值GDP不断的增长 人均的收入水平也不断提高 消费者的购买力相应的也提升了。 2、法律法规 食品饮料行业是“十二五”规划发展的重点行业之一 国家相关政策的支持 将为食品饮料行业的发展带来巨大的机遇。 第7页 3、成本 受金融危机以来的影响，CPI的居高不下，原料、人力等价格的提升导致饮料行业的成本不断增加，目前随着CPI的缓慢下降，饮料行业的成本增长放缓，有回降的可能。在加上生产技术的进步和物流业的飞速发展，相对成本也有下降趋势。 4、竞争 综观目前中国果汁饮料市场，一支是台湾背景的企业统一，以包装的创新和口味取胜，一支是包括汇源、今麦郎等国内知名企业，还有一支是跨国公司如可口可乐、百事可乐等 5、技术 娃哈哈是一线的饮料品牌，口味丰富，具有自己的品牌特色，拥有很好的技术并不断研发出新的饮料产品。 6、社会因素 自新中国建立以来，我国政治环境稳定，社会主义法律 制度 关于办公室下班关闭电源制度矿山事故隐患举报和奖励制度制度下载人事管理制度doc盘点制度下载 不断完善，人民言论自由，社会监督体制不断增强，尤其改革开放以来我国经济政治得到飞速发展，坚持依法治国的根本方针不动摇。高素质的教育人才越来越多，果汁市场的迅速崛起与消费者的健康意识增强密不可分，因此，健康美味成为果汁吸引消费者的主因。另外随着我国老龄化的加重，注意人口结构的区分也很重要。 (五) 营销内部环境分析 优势 1) 健全发达的营销网络， 销售能力强。 2) 拥有世界一流的自动化生产线,以及先进的食品饮料研发检测仪器和加工工艺，技术实力强 3) 产品种类较多，覆盖面广。 4) 品牌知名度高，产品质量优良，企业形象良好。 5) 融资能力强，企业信誉度高 6) 公关能力极强，且拥有良好的政府关系。 劣势 1) 产品线过长， 分散了企业资源 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 2) 传统的工作指令管理方式方法引发诸多管理问题，制约了企业发展 3) 多年来的与达能的产权风波一定程度上影响娃哈哈的发展 4) 作为带有“家族式”血统的娃哈哈，企业管理过程中，人为因素影响严 重，成为了企业规范化管理的最大瓶颈，宗庆后的强势领导能力 5) 产品组织混乱，缺乏完善的质量监控体系，产品问题时有发生 娃哈哈冰糖雪梨的SWOT分析 S(优势) 1) 娃哈哈冰糖雪梨W(劣势) 1)娃哈哈冰糖雪梨上 内部环境加入蜂蜜，进入细分市场，占领市晚 2) 冰糖雪梨进入门槛低，分析 领域空白。2)联销体渠道优势产品易受冲击 3)冰糖雪梨作为 明显。 果汁饮料，满足不了所有的消费外部环境分析 3)品牌知名度高，产品质量优者 良，企业形象好 O(机会) 1)国家相关政策的S—O策略 充分抓住饮料市场W—O策略 1)利用相关政策发展支持，饮料行业的发展巨大 2)快速增长和国家支持的机遇，充冰糖雪梨果汁品牌 2)利用冰糖消费者健康意识带动果汁行业分利用娃哈哈联销体技术领先雪梨的功效引导消费者健康意发展 产品研发能力，开发新产品，进识，增加市场占有率 一步扩大市场份额。 T(威胁)1)果汁行业的竞争如S—T策略 1)利用企业技术开W—T策略 提升冰糖雪梨的产汇源果汁、美汁源等 2)碳酸饮发能力领先果汁行业其他企业 品品牌地位，避开所有竞争力 料、矿泉水等代替产品 2)利用冰糖雪梨的保健功效减 少其它产品的竞争 各品牌冰糖雪梨的市场占有率分析 一月 二月 三月 四月 五月 六月 七月 八月 九月 100 100 100 100 100 100 100 100.0 100.0 100.0 顶新 37.2 24.2 28.4 41.2 35.4 34.1 37.1 39.4 38.5 36.1 统一 30.6 71.7 65.1 49.0 40.5 36.7 34.3 28.2 24.1 26.0 今麦14.2 0.3 4.0 16.2 19.3 13.8 13.1 14.2 15.9 郎 第9页 娃哈14.0 0.2 0.0 2.7 5.9 7.7 12.6 16.2 17.9 16.2 哈 其他2.3 3.8 6.1 3.0 2.1 2.1 2.0 2.1 2.3 2.4 厂家 可口1.6 0.9 2.8 3.2 可 乐 汇源 0.1 0.0 0.0 0.0 0.0 0.0 0.1 0.2 0.0 0.1 乐天0.0 0.1 0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 华邦 小结:从市场分析来看我国饮料行业增长潜力大，尤其是果蔬类饮料越来越受到消费者的认可，但是产品同质化严重，竞争激烈。娃哈哈冰糖雪梨市场占有率低，我们通过市场细分重新确定娃哈哈冰糖雪梨的目标市场，统一、康师傅等品牌都以产品功能为诉求，娃哈哈冰糖雪梨加入蜂蜜进入细分市场，再加上娃哈哈企业的良好形象，选定家庭作为目标市场，定位为家庭饮料。确定以“娃哈哈冰糖雪梨 幸福家庭的选择“为宣传主题。 二、营销策略 (一) 营销的目标/预期效果 娃哈哈冰糖雪梨是依靠娃哈哈公司雄厚的研发、生产、销售能力的基础上跟进入市场的，但失去了很多先天优势，所以我们要与统一、康师傅进行区分，我们将冰糖雪梨健康甜蜜和家结合，面对广大家庭饮料消费群体。运用广告围绕家庭宣传娃哈哈冰糖雪梨的功能利益点和情感利益点，充分利用联销体的渠道优势提高产品的销量。开展公关活动提高产品的知名度和美誉度。在消费者心中建立娃哈哈冰糖雪梨健康、温馨、幸福的形象。使娃哈哈冰糖雪梨成为家庭饮品的首选产品。 1、家庭饮料市场分析 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. (1) 家庭消费者购买家庭饮品考虑因素 aCoefficients Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) 1.850 1.005 1.841 .007 1.1.1 .173 .143 .122 1.214 .028 1.1.2 .023 .122 .019 .186 .853 1.1.3 -.045 .088 -.052 -.519 .605 1.1.4 -.039 .103 -.038 -.379 .706 a. Dependent Variable: 3.5 V3.5=1.850+0.173v1.1.1 由上 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 回归分析可得，在家庭购买家庭饮品时，天然健康、清爽可口、老幼皆宜、营养丰富相关因素可以建立相关关系，它的回归方程式V3.5=1.850+0.173v1.1.1 由此我们可以知道家庭购买饮品时注重的是天然健康，而娃哈哈冰糖雪梨优选多汁雪梨，添加蜂蜜，蜂蜜炖雪梨，天然健康可作为家庭饮品。 (2) 消费者不同背景对娃哈哈冰糖雪梨在作为家庭饮品的态度 2.1 不同性别消费者对娃哈哈冰糖雪梨作为家庭饮品的态度 有图表分析可得，女性消费者更易于接受娃哈哈冰糖雪梨作为家庭饮品，在我们家庭购买决策当中，女性消费者是最主要的决策者跟执行者，娃哈哈冰糖雪梨广告诉求要对于家庭女性消费者展开，结合女性消费者的特点，使用相适应的营销策略，来开展销售，来提高娃哈哈冰糖雪梨的市场占有率。 2.2 不同婚姻状况的消费者对于娃哈哈冰糖雪梨作为家庭饮品的态度 第11页 由图表我们可以看出已婚的消费者更易于接受娃哈哈冰糖雪梨作为家庭饮品，而我们将娃哈哈冰糖雪梨定位为幸福家庭选择，更易于消费者认同和产生共鸣。 2.3不同月收入的家庭对于娃哈哈冰糖雪梨作为家庭饮品的态度 我们调研的数据中我们可知，家庭月收入5000元以下，及5000-10000元的家庭对于娃哈哈冰糖雪梨作为家庭饮品的态度都期待或者非常期待，现在我国的居民月收入平均288美元，消费者具有很强的购买力，而且消费者乐意接受娃哈哈冰糖雪梨作为家庭饮品。 (3) 家庭购买频次(周)分析 家庭购买频率 80 60 人数40系列1 20 0 3瓶以下3—5瓶6—8瓶9瓶以上Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 购买饮料数量 根据调查数据分析可以看出，在一周内一个家庭的饮料在三到八瓶为绝大多数，根据数据取消费量平均估计在2.2L，所以饮料在家庭方面市场潜力很大。 衡量一个目标市场的细分和选择是否合理，关键是要看这个细分市场的可衡量性、可获利行、可进入性、易反应性。家庭作为我国居民居住的基本单位，对饮料的需求量大并且有很强的购买力，而且现在家庭对饮料尤其是果汁饮料有很强的购买欲望，可以看出家庭市场具有很强的市场潜力。娃哈哈冰糖雪梨蜂蜜炖雪梨，在产品功能和理念是都适合作为家庭饮品，在我们的调研之中我们发现消费者乐于接受娃哈哈冰糖雪梨作为家庭饮品。综上所述，选择家庭作为目标市场是合理的。 (二) 目标市场描述 根据以上对家庭饮料市场的分析，将娃哈哈冰糖雪梨的目标市场定为家庭，目标顾客为家庭成员，以家庭主妇为主，进而带动整个家庭消费。 家庭消费具有年龄跨度大、人数多、复杂性强的特点，但随着目前消费水平 的提高和人们对生活质量要求的不断提高，家庭在消费上越来越注重健康营养，娃哈哈蜂蜜冰糖雪梨除了蜂蜜、冰糖、雪梨三种主要原料外，还含有多种维生素和酶。作为家庭饮料，对儿童来说，可以补充维生素、增强免疫力;对于妻子来说，可以美容养颜;对于丈夫来说，可以润肺降火; 对老人来说，可以润肠通便、补中益气。实在是家庭饮料消费的首选。 女性消费者是家庭饮品的主要决策者和执行者，企业要制定科学的、切合实际的市场营销计划，很好地为目标市场服务，对女性消费者的消费心理、消费模式、购买过程做出详尽的分析。 如下是企业市场营销刺激与消费者反应之间关系的模式如图4-1所示。以及消 [1]费者购买过程如图4-2和消费者对促销行为的四个行为阶段如图4-3所示。 第13页 购买者受外界的刺激购买者的黑箱购买者的反应企业营销购买者购买者不可控制产品选择组合的特性决策过程因素刺激品牌选择的刺激 确认需要文化供应商选择产品经济 信息搜集社会价格技术时间选择方案评价 个人渠道政治购买决策数量选择心理促销文化购买后行为 图4-1 购买者行为模式图示 图4-2 消费者购买决策过程 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 知知知Awareness知 知知/知知知知知知知知知 1知知知知知 2知知知知知 3知知知知知 知知知Interesting知 知知/知知知知 知知知知 1知知知知知1知知知知知2知知知知知…… 2知知知知知知知知Desire知 知知知/知知知知知知知知 ,知知知知知知知知 1知知知知知知知,,, 2知知知知知 知知知Action知 知知知知知图4-3 知知知知 1知知知知知AIDA模式也称“爱达”公式 2知知知知知 根据以上对消费者的购买模式分析，针对目标顾客采取相应的消费诉求。首先，理念诉求，我们给娃哈哈蜂蜜冰糖雪梨定位为“幸福家庭的选择”，意在针对有幸福感和目前追求幸福的人群，使消费者特别是女性消费者产生共鸣，最终达到娃哈哈蜂蜜冰糖雪梨幸福时刻永相伴。其次，功效诉求，什么是幸福家庭，家人健康、共度幸福时光是幸福，只有家人都健康才幸福，家人的健康需要有健康营养的家庭饮品，娃哈哈蜂蜜冰糖雪梨，对小孩具有增强免疫力，对妇女具有美容养颜、改善睡眠等功效，对丈夫尤其是吸烟人群具有滋阴润肺、生津止渴等功效。我们以功效为依托以理念为吸引点来抓住消费者注意力、认知力、吸引力、 [2]冲动力、购买力、忠诚力。 (三) 市场定位 我们的定位是-娃哈哈冰糖雪梨，幸福家庭的选择。 在前面的竞争对手的分析当中，我们发现统一、康师傅等企业都是以产品的功能作为诉求，而娃哈哈冰糖雪梨添加蜂蜜，对产品进行创新，进而对其市场进行新的区隔，选择家庭作为目标市场，结合家庭消费的特点，制定如下的营销组合，对我们的幸福理念进行宣传，从而在消费者心智当中建立幸福家庭饮品首选的理念。 第15页 针对家庭作为目标市场，结合家庭饮料消费市场的分析，我们将娃哈哈蜂蜜冰糖雪梨定位成“幸福家庭饮品”，以“娃哈哈冰糖雪梨，幸福家庭的选择”为主题，通过4P塑造“娃哈哈冰糖雪梨幸福家庭饮品第一选择”的形象，目标人群以家庭消费为主，进而扩展到每一个家庭成员。 [3](四) 营销组合描述(以郑州市场为例) 1、产品/服务策略 (1) 产品特性 糖雪梨幸福家庭的选择，冰糖蜂蜜炖雪梨，传统配方，时尚品味。娃哈哈冰娃哈哈蜂蜜冰糖雪梨，家庭首选，四季饮品，春季清润，夏季去火，秋天去燥，冬季滋养，不同时节饮用，对身体有不同的益处。 ?冰糖，味甘、性平，和胃润肺。 ?蜂蜜:蜂蜜中含多种酶和矿物质。 ?雪梨:味甘多汁，果肉嫩白如雪 从饮料的原料配置来看，其对家庭中的不同人群具有不同的功效，比如对于儿童可以增加维生素、提高免疫力。对于女性消费者具有美容养颜，缓解失眠促进长寿的特点。对于男性尤其吸烟人群具有滋阴润肺、养胃止咳、补中益气、清热解毒。同时其健康甜蜜的口感与家人团聚的温馨甜蜜结合，具有本质性的形象相似性。 随着PM2.5的关注度日益升高，其对人体肺部的影响亦让人担忧。润肺、清肺也日益受到重视，娃哈哈此番推出蜂蜜冰糖雪梨，让现代人在享受传统美食的同时，更增添了一份对健康的自信。 (2) 产品系列 家庭组合装通过不同口味、不同规格、不同浓度的区隔形成一整套产品体系。 根据家庭结构，针对家庭成员我们开发出儿童系列、中青系列、老人系列三种系列产品，儿童和中青系列就以现在的配方生产，老人系列在原有工艺的基础上，淡化其甜度，同时突出蜂蜜的功效性。同时针对不同家庭结构设计不同的家庭特惠装，以这三种产品为基础啊，进行产品组合。 (3) 产品包装 既然是家庭饮品所以要符合家的理念和家的消费特性，今年召开的十八Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 大中指出建设生态文明，因此，产品包装以经济实惠、绿色健康为主，包装的颜色仍以黄色为主色调，给人温暖、温馨的感觉。包装的图案要突出家庭饮品的形象，儿童系列以一个欢乐卡通图案，老人系列以幸福一家人的图像。家庭组合装选取一家人幸福共饮冰糖雪梨的图像。产品的包装材料选取可降解的塑料为主。产品的包装瓶应分为PET瓶装、金属易拉罐装，要以PET瓶装为主，同时将PET瓶子设计成雪梨形状，引起消费者注意，促进产品销售。 (4) 产品规格 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .512 Bartlett's Test of Sphericity Approx. Chi-Square 80.819 df 10 Sig. .000 Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Compon ent Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 1 1.814 36.284 36.284 1.814 36.284 36.284 1.699 33.977 33.977 2 1.410 28.195 64.479 1.410 28.195 64.479 1.525 30.502 64.479 3 .836 16.730 81.209 4 .569 11.383 92.592 5 .370 7.408 100.000 Extraction Method: Principal Component Analysis. aRotated Component Matrix Component 1 2 3.8.5 .816 .047 3.8.4 .760 .398 3.8.2 -.667 .245 3.8.3 -.059 .869 3.8.1 -.076 -.741 第17页 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 3 iterations. 认可容量8.5、8.4、8.3依次递减 由调研结果，我们可知在家庭饮品容量选择上，认可容量2L、1.5L、1L依次递减，调研中我们发现全家共同饮用时易于选择大瓶装，针对家庭消费设计1.5L和2L两种，一箱四瓶。根据家庭成员个人消费特点，设计不同的包装规格。儿童设计300ML，一箱十五瓶;成人设计500ML，一箱十五瓶。对于产品组合装，以儿童装为主。 (5) 产品服务 对消费者简单介绍冰糖雪梨的功效，介绍蜂蜜冰糖雪梨对于全家不同成员的益处。把三个系列产品捆在一起设计成三联装并赠送家庭饮用杯子，设计爸爸杯、妈妈杯、孩子杯的样式。另外还要宣传四季饮品，不同季节不同的饮用方式，如冬季加热饮用等。对于购买冰糖雪梨产品的顾客宣传健康养生的知识和方法，做到对顾客负责。 2、价格策略 娃哈哈作为饮料行业的巨头，资金雄厚利润较高，根据消费者易于接受的价格区间和竞争对手的定价。我们采用竞争定价策略，对不同的产品进行定价。同时对于大瓶装的瓶子，两瓶进行连装，1.5L两联装14元，2L两联装定价19元。 消费者对家庭饮品易于接受的价格: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .538 Bartlett's Test of Sphericity Approx. Chi-Square 70.962 df 6 Sig. .000 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. Total Variance Explained Initial Eigenvalues Extraction Sums of Squared Loadings Compo nent Total % of Variance Cumulative % Total % of Variance Cumulative % 1 1.919 47.975 47.975 1.919 47.975 47.975 2 .969 24.219 72.194 3 .759 18.984 91.178 4 .353 8.822 100.000 Extraction Method: Principal Component Analysis. 3.9.3比较认可 有调研可知消费者易于接受的价格是9-12元，因此我们对于大瓶装的价格定位是合理的。 竞争对手市场价格对比分析: 表 4-5 品名 康师傅 统一 娃哈哈 其他品牌 零售价 ,2.50 ,3.50 ,4.00 ,3.00 ,2.50 接受度 低 高 低 低 渠道 超市、高校便利店、校园超市、校园周边小卖部 促销方式 买赠促销、有奖促销、活动促销等 我们根据市场调研和竞争对手市场价格分析确定我们的市场定价如表: 表4-6 产品规格 箱规格(瓶/一阶经销商二阶经销商终端价 箱) 进价 进价 30元/箱 34元/箱 3元/瓶 300ML 15 30元/箱 34元/箱 3元/瓶 500ML 15 26元/箱 28元/箱 7.5元/瓶 1.5L 4 36元/箱 38元/箱 10元/瓶 2L 4 我们采用灵活的定价策略，针对不同季节采用灵活微调利润空间，同时要盯紧竞争者的市场价格变化，能对应竞争者的变化迅速作出应对策略，从而更好的适应市场的变化。 第19页 3、分销策略 刺激现有经销商和终端: 经销商:控制各经销商利益链，通过提高返点增强销售积极性。 (1) 充分发挥娃哈哈联销体的渠道优势，向渠道压货，发挥渠道推力，迅速铺货，迅速抢占二三线城市的市场份额，再进入一线城市。 (2) 加强与经销商在产品销售和销售信息上的合作关系，实现信息共享，利益共存。我们采用推式营销提高激励力度，充分发挥经销商和批发商的推动力，提高产品的见货率。 (3) 在联销体的基础之上借鉴统一和康师傅在一线市场的渠道经验，并根据具体需要对联销体之中的缺陷进行修改，使渠道更加扁平化，渠道的效力充分发挥出来。 终端零售: 市场调研中家庭饮品购买场所分析: aCoefficients Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) 2.056 .344 5.977 .000 1.7.A .261 .248 .120 2.050 .029 1.7.B -.088 .178 -.057 -.493 .623 1.7.C -.183 .321 -.058 -.569 .571 1.7.D .075 .183 .046 .410 .683 1.7.E .167 .160 .112 3.044 .029 1.7.F .151 .213 .083 .709 .480 a. Dependent Variable: 3.5 v3.5=2.056+0. .261v1.7.A +0. 167v1.7.E 在回归分析中，可得消费者购买家庭饮品场所超市、商场专柜、直营店、小商店、便利店、促销点等相关因素可建立相关分析，建立回归方程式v3.5=2.056+0. .261v1.7.A +0. 167v1.7.E，可知家庭主要的购买点是超市和便利店，而且也可以在终端加强销售力度，进行终端拦截，来提高产品销量和市场占有率。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 根据数据分析我们采用的渠道策略 (1) 加强对社区销售终端的激励，注重社区、大超形象建设，比如采用万点成列，在大型超市设计娃哈哈饮料店中店。 (2) 加强销售终端软件建设，加强对销售员的培训，使其具有统一行为标准;销售人员上班期间必须装娃哈哈冰糖雪梨服装;对娃哈哈销售人员进行货物摆放培训，使货物整洁干净，更具吸引力。 (3) 加强渠道终端店形象建设，不同的系列产品，不同的规格形成一套产品体系，通过终端形象化建设和规范化管理提升品牌的形象。吸引家庭主妇注意力刺激其购买从而增大销量。针对零售终端的激励方式有: 箱皮兑换:针对终端经销商采用每一个娃哈哈蜂蜜冰糖雪梨的纸箱可以兑换一瓶娃哈哈蜂蜜冰糖雪梨。 终端陈列奖:通过娃哈哈公司人员对大超市对冰糖雪梨陈列摆放进行现场照片采集等方式评比较好的陈列并进行1000元奖励。 评价标准:A、现场陈列整齐干净 B、陈列具有一定生动性，具有视觉冲击力 C、销售业绩的增长量 赠品配送:制作一些幸福家庭海报、日历、对联、幸福家庭饮水杯、幸福家庭雨伞等具有使用价值和宣传价值一体的赠品。 开发新经销商: (1) 以促销及合理价格吸引竞品分销商加入，从而进一步扩大市场份额和市场占有率 (2) 不过度开发，要控制好数量，有目的有选择的确定新分销商。 (3) 分渠道区隔分销，尤其针对我们目标顾客家庭主妇在饮料购买场所社区、大超市等人口密集区举办促销或路演义卖活动。 (4) 采用灵活的促销策略，在维护老分销商的基础上，又吸引新分销加入，是新老经销商和谐销售。 寻找新渠道: (1) 网络销售:利用娃哈哈渠道优势建立网上饮料购物新渠道，公司处理信息，经销商送货上门。所有的订单要有娃哈哈公司人员处理，将处理好的订单交给经销商发货运送，给经销商的利润要均衡分配。 第21页 (2) 直销模式:针对企业、学校、社团组织等一些集体采购市场，娃哈哈公司设计专门的人员负责，给予优惠的价格，并送货上门、优惠返利等方式完善销售服务体系，通过对团购顾客售前、售后、售中等全套服务，增强顾客品牌忠诚度，从而建立长期合作关系，最终增强重复性购买。 4、促销策略 (1)人员推销 人员:首先要对促销员进行培训，统一行为规范，家庭理念培训，进行冰糖雪梨不适宜饮用人群的知识培训。其次要统一服装、统一口号，服装设计成家庭套装形式，口号是“娃哈哈冰糖雪梨，幸福家庭的选择”人员分配要适宜，针对目标人群选地点如社区、商场、公园等。 方法:多种促销方法并用，进行买一赠一促销，买三联装送家庭套装饮料杯。还可以结合“幸福饮品”理念和欧派厨具销售组合促销。 (2)广告 根据大卫奥格威对品牌形象塑造的广告概括 , 广告的主要目的是为塑造品牌形象 , 任何一个广告都是对品牌的长期投资 , 描绘品牌形象要比强调产品性能重要 , 消费者的追求不仅是量的满足与质的提高，而更加注重感性需求的满足。 所以我们在广告投入和宣传方面坚持娃哈哈原有形象和广告理念相一致，坚持长期宣传，坚持“娃哈哈冰糖雪梨，幸福家庭的选择”这一“家庭饮品”理念不变，注重感性诉求。并根据产品的不同生命周期确定了三个主题阶段: 第一 幸福新感觉 广告文案一 家庭认知篇 全家人快乐温馨的坐在一起，聊着天看着电视，共度幸福时光，这是小儿子说话了:幸福快乐时刻为什么不喝娃哈哈冰糖雪梨呢,这时全家人大笑，妈妈拿出娃哈哈蜂蜜冰糖雪梨，全家人快乐的喝着娃哈哈冰糖雪梨看着电视，最后广告出现:娃哈哈冰糖雪梨，蜂蜜冰糖炖雪梨，新口味、新感觉，幸福家庭新选择。 第二 幸福带回家 广告文案二 “妈妈采购篇” Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 一位温馨健康的妈妈(目标人群家庭主妇)在大超市买了许多的东西(推着购物车)，突然想起要买一些家庭饮料，这位妈妈就想到了娃哈哈冰糖雪梨带来的幸福，想起娃哈哈冰糖雪梨对儿子，增加营养，增强免疫力(蜂蜜的功效)，对丈夫尤其是吸烟的人，可以润肺滋养，生津止咳，对自己有美容养颜睡眠质量好，自己越来越健康美丽。这时候妈妈就拿起娃哈哈冰糖雪梨放进购物车中。最后突出“娃哈哈冰糖雪梨，幸福家庭的选择”。 第三 幸福千万家 广告文案三 饮用场景篇 全家人坐在一起喝着冰糖雪梨聊着天，快乐温馨的场景;丈夫出差在外，到达旅馆，自己一个人十分想念家人，这是突然想起了什么，打开自己的行李箱，拿出娃哈哈冰糖雪梨，慢慢品尝幸福滋味;全家出门野餐或旅行时，快乐等喝着娃哈哈冰糖雪梨。 根据前期的广告制作将其投放各个媒介中。 电视广告:以河南电视台为主一次投放2个月。宣传“娃哈哈冰糖雪梨，幸福家庭的选择”这一主题。节目选择上以“打渔晒网”、“小莉帮忙”等家庭爱看的节目或在最近热播的电视剧中插入制作好的广告，毕竟家庭主妇最爱看电视剧了。 杂志广告:选择在家中比较流行并与家庭健康幸福理念一致的杂志投放广告，比如《大河报》、《幸福生活》等纸媒上进行广告宣传，广告中要将娃哈哈蜂蜜冰糖雪梨的功效，突出对儿童、丈夫、妻子的功效表达出来，给消费者构建幸福温馨的家庭形象。同时封面夹带折扣券，凭借该购物券，成箱购买冰糖雪梨可享受9.5折待遇。 户外广告:在市区人流量大的地方租赁楼宇广告位，在居住人口密集的公交站站牌或候车厅内投入广告，宣传“娃哈哈冰糖雪梨，幸福家庭的选择”，描绘家庭甜蜜畅饮的场景。同时在户外LED电子屏幕上播放家庭成员一起分享冰糖雪梨的场景，唤起人们幸福温馨家庭的思绪，强化“娃哈哈冰糖雪梨，幸福家庭的选择”这一主题。 网络广告:在新浪、腾讯、搜狐等网页与家庭健康保健等网页投放广告，广告语为“娃哈哈冰糖雪梨，幸福家庭的选择”。同时针对家庭主妇爱上的网 第23页 页比如《蘑菇街》、《淘宝网》、《1号店》等网页上适当的分时段的投入广告。 百度推广:首先建设娃哈哈蜂蜜冰糖雪梨网购店或其官网，然后在百度上开通百度推广，将“家庭饮品”、“冰糖雪梨”关键字交给百度，这样当网民搜素相关关键字时，就会出现娃哈哈冰糖雪梨官网或销售网页。 口碑推广:通过建立星座论坛或空间模拟家庭组建，给生活节奏快、压力大或内心郁闷不得志的人士寻找心灵的归宿，并举行一些家庭集体参与的智力游戏，通过互动交流从中植入一些娃哈哈蜂蜜冰糖雪梨的广告。 微博晒幸福:“幸福征集令”和新浪腾讯等门户媒体合作，开展晒幸福活动。“幸福展示”家庭幸福共饮娃哈哈冰糖雪梨的场面利用微博进行宣传。“幸福的评比”根据图片的点击率和粉丝跟随度，进行家庭幸福评比，颁发《全国幸福家庭》证书，并进行宣传。 (3) 销售促进 对不同生命周期阶段的产品，企业促销目标不同，所采取促销方式侧重不同 导入期 提高铺货率 了解认识产品 广告、公共关系、营业推广 提高产品知名度、信誉度、加强广告与公共公系，减少营业成长期 扩大销量 美誉度 推广 减少广告，加强营业推广，公共成熟期 应对竞争对手 提高信誉度、美誉度 关系减少 衰退期 增加利润 维护信任及偏爱 营业推广为主，辅以广告 总述 消除不满意感 改变广告内容，利用公共关系 针对娃哈哈蜂蜜冰糖雪梨作为成长期产品，结合我们“娃哈哈冰糖雪梨幸福家庭的选择”新理念的认知、体验、延伸三阶段，我们以最短的进入期，快速进入产品成长期，根据饮料季节变化不同我们分为旺季促销策略、旺季转淡季促销策略、淡季促销策略进行销售促进。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 旺季促销策略 1)在社区和大超市内设计店中店或万点陈列，加强终端市场形象建设，迅速抢占市场终端，提升市场占有率，促进娃哈哈冰糖雪梨在社区和大超市的销售。 2)要善于定位市场重心:一方面加强二、三线城市市场开发，加强县级和乡镇的经销商铺货力度，促进产品销售;另一方面，在一、二线城市针对人口密集区、繁华地带或位置突出、形象好的社区店进行促销活动。举行公益义卖或阶段性限时促销活动等。 3)要精耕市场，深度分销，拓展分销渠道，开发社区类市场。 抓住组织市场。主动加强企业、学校等暑假降暑福利等消费。 , 产品创新 1)产品组合:选择小包装、优惠组合装等方式，打组合牌，通过包装的改进和创新来吸引消费者，使消费者能购买经济实惠而自己感觉物超所值的好饮料健康家庭饮品。 2)价格组合:采取批量折扣价格组合提高铺货率和进货量;阶段性的优惠促销价格组合，促进销售阶段性的快速增长;搭赠同类产品变向降价组合，使畅销品和非畅销品组合搭赠销货;搭赠异类产品变向降价组合、累积消费积分等方式，在超市进行会员优惠价或积分赠送活动。 3)品牌保鲜:要在相关媒体，包括网络、电视、报刊、杂志、广播等方面实施全方位营销传播，树立产品、品牌和企业的形象。 旺季转淡季促销策略 1)渠道压货，延长旺季:增强经销商激励，设计销量达标奖励、箱皮兑换、开箱奖、终端陈列奖等多种奖励促进销售，充分调动经销商和销售终端销售积极性，尤其开箱奖、箱皮兑换、终端陈列将在这一阶段的作用较好效果比较明显。 2)渠道建设与管理工作:分销商选择分销 协议 离婚协议模板下载合伙人协议 下载渠道分销协议免费下载敬业协议下载授课协议下载 ，明确利益的分配;终端生动化建设，建立良好地形象，出台优惠政策吸引更多分销商，进而扩大市场份额。 3)注重消费者拉动:在超市发放代金卷、赠送样品，产品设计廉价组合 第25页 包装，在社区举行“幸福在社区”、商超路演等活动，在社区举办义卖活动或公益活动，促进社区和谐进步，进而树立良好地品牌形象。 4)招商工作:采取人员招商、广告及网招商、会议营销招商，通过招商寻找新的目标顾客和合作伙伴，但要注意数量的控制。 淡季促销策略 1)经销商:搭赠销货，给予旅游等奖励，进行培训式促销。 2)销售终端:在售卖场所设置展示柜、POP、易拉宝等，采用堆头陈列，产生生动的视觉效应，从而促进娃哈哈冰糖雪梨的销售。 3)消费者:设计数据库营销，充分挖掘现在消费者和潜在消费者购买习 惯;进行买赠活动;在社区、学校、广场举行“我奉献 我幸福”等 公益义卖活动。 (4)公共关系 本次活动以娃哈哈公司为主导，采用与爱心社合作的方式进行饮料瓶回收送温暖公益活动，我们主要通过爱心捐赠、饮料瓶的回收、产品义卖等方式，将爱和温暖送给需要帮助的人，让世间温暖永存。 , 活动目的 1) 进一步宣传树立娃哈哈健康你我他，欢乐千万家经营理念，深化娃哈哈健康、温暖、和谐、幸福、无私奉献的品牌形象。 2)宣传“娃哈哈冰糖雪梨 幸福的选择”理念，使娃哈哈蜂蜜冰糖雪梨成为大学生校园饮品首选。 3)扩大娃哈哈冰糖雪梨的知名度和美誉度，并与目标消费人群实现良好沟通，最终实现娃哈哈蜂蜜冰糖雪梨在校园市场份额的快速提升。 , 活动主题:我奉献 我幸福 , 活动广告:奉献也是一种幸福 , 场地要求 心 心 爱心 一、 (一) 伞 伞 他 万 活动进一家经营伞 伞 步宣目的 伞 伞 理念，Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 传树深化娃(一) 立娃进一步哈哈快 哈哈 , 活动介绍 第一 活动宣传 1)出画板报、条幅、宣传页在人流量大的地方宣传。 2)利用学校、社区、广场进行宣传。 3)在贴吧里宣传爱心行动。 4)利用爱心社人员进行宣传，说明时间、地点、方式等。 第二 温暖行动 1)爱的无私捐赠，可以讲自己不用或不穿的旧衣服拿出来，捐献给爱心社。 2)爱的劳动奉献，大家可以将平时的饮料空瓶拿来，娃哈哈可根据饮料瓶的个数兑换饮料，具体兑换标准如表: 兑换种类 兑换方式 备注 塑料装饮料瓶(娃哈哈除外) 二十个换一瓶娃哈哈冰糖雪梨 娃哈哈产品塑料瓶 十五个兑换一瓶娃哈哈冰糖雪梨 娃哈哈冰糖雪梨塑料瓶 十个兑换一瓶娃哈哈冰糖雪梨 其他包装瓶(易拉罐、玻璃) 十八个兑换一瓶娃哈哈冰糖雪梨 3)爱的义卖，娃哈哈公司在现场每卖出一瓶娃哈哈蜂蜜冰糖雪梨，捐出0.2元，给需要资助人购买保暖产品。 4)现场条幅签名活动 “娃哈哈冰糖雪梨温暖行动”条幅，现场引导签名。 第三 温暖评估 通过对活动过程中，捐赠物品的统计，兑换的数量及饮料瓶的回收数量的统计，义卖捐赠的资金等相关数据的公告，并将这些物资的使用安排一一讲解清楚。 备注:1)、活动宣传以食堂为中心。 2)、每个宿舍楼前安排一个接待处，主要负责捐赠。 3)、每个参与者要写祝福语纸条。 4)、准备好相机，记录温暖时刻。 5)、学校活动最好在周一到周五进行。 6)、所用物资会联系社会相应的慈善机构，统一安排。 第27页 7)、与回收站合作，将回收瓶子转移成资金。 , 活动物料明细 , 费 用序号 物料名称 每场使用数量 单位 备注 预1 音箱 1 套 借 算4 促销服 12 套 (9 海报 10 张 仓库 以10 X展架 3 套 制作 一16 地贴 1 套 制作 个12 冰糖雪梨 X 箱 仓库 学13 DM单页 200 张 仓库 校14 四角亭 6 个 借 或15 大伞 6 个 仓库 社16 地贴 1 套 制作 区17 写字笔 20 支 为22 相机 3 台 借 例 ) 事项 制作数量 费用(元) 条幅 1个 50 海报、DM 300页 300 签字笔 20支 50 地贴 1套 100 大塑料袋 20 20 冰糖雪梨 6箱 200 总计 720 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 三、 行动策划案 (一)制定活动步骤 第一阶段 幸福宣传阶段 目 的:以最短的时间让家庭消费者认知“娃哈哈冰糖雪梨幸福家庭选择” 主 题:幸福新感觉 广告语:娃哈哈冰糖雪梨，幸福新感觉 时 间:2012年11月5号---2012年1月5号 活 动:全方位理念深化认知“幸福沟通360” 幸福沟通360 第29页 , 秒數:30″/15″ , 用冲击力的视觉呈现，, 11月-3月投放 营造家庭幸福的氛围，,河南卫视《梨园春》投放 TVC投放 TVC投放 冲动性购买 , 最近比较热门的电视剧生动化陈列 , 设计超市店中店，凸显投放 幸福家庭氛围 , 冰糖雪梨万点陈列 网络平台 网络平台 推广四波段 , 第一波:11月中旬-1月,学校、社区、广场等 中旬 人口密集区进行2万 POSM , 第二波:1月-3月 POSM 场试饮提升本品尝 户外媒, 第三波:3月-10月 杂志 户外媒试率 体 , 11月公交站牌投放体 , 在蘑菇街、化妆品网投,应用赠品-饮品匙进 , 《南方周刊》投, 11月美容美发店投放 放广告 行试饮买赠操作 放 , 12月商业中心楼宇投, 与1号店合作～直接针,社区进行产品推广 ,《幸福家庭》投放 放 对购 ,大超优惠打折促销 , 《瑞丽》投放 买人群宣传 , 1月始候车厅投放 , 11月-1月公交车投放 职能:通关电视、网络、户外媒体、杂志、产品成列等多种手段，实现线性和空间性相结合，线上和线下相结合，一方面提出家庭饮品新理念，提高家庭饮品娃哈哈冰糖雪梨的知名度，另一方面扩大影响范围提高产品销量，进一步打开家庭饮料市场消费。 家庭饮品三年规划图 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 第二阶段 幸福体验阶段 目 的:通过终端拦截，提高产品销量，同时深化家庭幸福理念 主 题:幸福带回家 广告语:娃哈哈冰糖雪梨，幸福带回家。 间:2012年1月5号---2013年3月15号 时 活 动:利用各种终端拦截和活动进行促销 , 具体活动: 1.终端拦截: 高空拦截 利用电视、网络、户外等媒体宣传产品的信息，来引导消费者的思路“把幸福带回家”，采用引导性消费，把现在感觉幸福和正在追求幸福的目标顾客有效地引导性购买幸福饮品。 阵前拦截 产品家庭组合装的形象化展示，POP广告、万点陈列宣传从竞争对手那里抢夺顾客，尤其是家庭主妇购买饮料的主要场所社区超市和大超市，通过生动化陈列和温馨和谐的形象建设，给消费者幸福感和购买欲。 人员拦截 利用有限的时间宣传产品的幸福理念，使消费者产生共鸣，另外加强终端促销员的激励，业绩提成、超额奖励等手段。 2.车站促销活动 抓住春节前后火车站、汽车站候车厅等人流量大，春节前购买量大等特点，加强促销力度，增加赠品的配送，在超市、社区、车站等活动场所将对联、福字、挂历等印有“娃哈哈冰糖雪梨幸福家庭的选择” 第31页 等字样的礼物派送给目标消费者。扩大影响力促进消费者冲动性购买， 引导消费者把“幸福带回家” 3.网络 一方面在蘑菇街、美容美发等网页投入第二阶段广告，另外在1号店网站和论坛贴吧上进行娃哈哈冰糖雪梨有奖问答活动，宣传其功效，与目标消费者互动。同时收集消费者反馈的信息。 4.娃哈哈幸福进幼儿园活动 借儿童健康成长知识普及活动，促进儿童对娃哈哈冰糖雪梨的认知和试饮，把儿童作为一个市场开发源头，以儿童为带动使其父母以及全家参与进来，从而提高娃哈哈冰糖雪梨的良好形象和品牌的知名度、美誉度甚至忠诚度。 5.“幸福在社区”活动 本次活动采用和社区、幼儿园合作，意在宣传娃哈哈幸福、健康、甜蜜、和谐品牌形象，以社区为中介，通过游戏活动、义卖、后期相片、视频征集评比等活动，使家庭在快乐中体会家庭的幸福美好，同时宣传“娃哈哈蜂蜜冰糖雪梨 幸福家庭的选择”的消费宣传诉求点，促进产品的销售。 , 活动目的 1) 进一步宣传树立娃哈哈健康你我他 欢乐千万家经营理念，深化娃哈哈快乐、健康、幸福，甜美、和谐的品牌形象。 2) 宣传“娃哈哈冰糖雪梨 幸福家庭的选择”理念，使娃哈哈蜂蜜冰糖雪梨成为家庭饮品的首选。 3) 扩大娃哈哈冰糖雪梨的知名度并与目标消费人群实现良好沟通。 , 活动主题:幸福快乐进社区 , 活动时间 2011年6月---11月 , 场地要求 帐篷 帐篷 帐篷 一、 伞 伞 活动 活动场地 长5米，宽三米 目的 伞 伞 (一) Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 进一 步宣 传树 , 活动介绍 第一 宣传阶段 1)、首先我们与幼儿园取了联系，以幸福家庭在行动，以儿童和父母共度快乐时光为切入点，以儿童报名带动全家人参与。 2)、在社区的贴吧、论坛上发表通知、日程安排及活动理念。 3)、社区及附近的宣传，条幅的使用，宣传页及海报的分发。(幸福要与家人共度) 第二 活动体验阶段 该阶段我们深挖幸福家庭的内在，围绕沟通、子女才艺智力、健康三个理念设计了沟通纸条、智力猜猜看、全家动员过障碍三个游戏，紧跟主题，塑造和谐、健康、甜蜜的良好形象。 1)、开场 首先歌手或设备播放《知心爱人》、《团团圆圆》、《你是幸福的 我就是快乐的》歌曲，将大家带进幸福温馨的环境氛围内，简单的开场介绍并引出活动。 )、健康知识宣传 2 通过现场提问互动活动，宣传蜂蜜、冰糖、雪梨等的功效，其对家中不同人群的功效，以及在使用时应注意的一些问题。 问题设置 , 蜂蜜的功效, 蜂蜜:蜂蜜中含多种酶和矿物质，增强免疫力增加营养。 , 雪梨的功效, 味甘性寒，含苹果酸、柠檬酸、维生素B1、B2、C、胡萝 卜素等，具生津润燥、清热化痰之功效。 , 冰糖的功效? 冰糖，味甘、性平，和胃润肺。 , 娃哈哈蜂蜜冰糖雪梨对儿童、丈夫、妻子的功效, 对于儿童可以增加维 生素、提高免疫力。对于女性消费者具有美容养颜，缓解失眠促进长寿的 特点。对于男性尤其吸烟人群具有滋阴润肺、养胃止咳、补中益气、清热 解毒 , 饮用冰糖雪梨时用注意那些人群不适应,性寒不宜多吃，脾胃虚寒，腹部 冷痛和血虚者，不可多吃。果汁饮品不能代替水果，过量饮用对身体有伤 第33页 害。 , 娃哈哈冰糖雪梨适宜哪几节饮用, 四季饮品，春季清润，夏季去火，秋 天去燥，冬季滋养，不同时节饮用，对身体有不同的益处。 3)、沟通纸条 首先将儿童分成一组，将父母分成一组 其次给每个儿童分发一个小纸条，并要求他们把自己的理想或想对父母说的一句话写在小纸条上，折叠好放进抽奖箱内。 然后由主持人从箱子中抽出一个小纸条并读出纸条内容，然后让父母猜是不是他们的孩子，猜对的奖励娃哈哈甜蜜蜂蜜冰糖雪梨一瓶。猜错的就让父母给儿童们表演一个小节目，可以唱儿歌、讲故事、讲笑话、跳舞等节目。 备注:通过纸条建立孩子与父母沟通的平台，赠送印有“娃哈哈冰糖雪梨 幸福家庭的选择”的纸条小盒子，这是幸福沟通箱，让幸福常在。 4)、智力猜猜看 首先选儿童的爸爸或妈妈一个人出来，站到字画牌的面前。 其次让其孩子站到父母的对面，字画牌的后面，字画牌的本子上有我们准备好的一些简单的文字或图案，比如牛、羊、鸡等动物。 然后让父母表演出来字画中的内容，叫其孩子猜，猜对一题可饮用一小杯冰糖雪梨并有一直彩笔，每组十道题。 最后经过评比猜对最多的家庭可获得我们娃哈哈提供的儿童读物和一瓶冰糖雪梨。 备注:了解父母与子女的默契和协作，锻炼孩子的团队意识。 5)、全家动员过障碍 首先场地要布置好，三道通道线，每条里设置四个气球障碍，第二个气球要被踩爆。 其次将父母安排在通道的两头，先由父亲或母亲将眼睛蒙住，背着孩子越过障碍物，然后再由另一父母将其背回，算游戏结束。 最后每个参与的家庭可获得一个玩具，优秀家庭奖励彩笔和幸福伞。 6)、义卖活动 游戏结束后安排义卖活动，每卖出一箱娃哈哈冰糖雪梨，就给社区绿化建设Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 捐献3元钱。 7)、结束 活动结束，清理现场，打扫环境，最好让儿童参与进来，树立其环保意识。 第三 活动延伸阶段(25号—30号) 1)、我们以“娃哈哈冰糖雪梨 幸福家庭的选择”为名义，将现场幸福家庭照片和视频收集整理，制作成影集和视频集，发布在社区贴吧和论坛上，在经过许可将其传至优酷视频，展示我们的幸福和快乐。 2)、我们以“娃哈哈幸福家庭”为主题以现场收集的全家幸福合影集为参赛作品，在网上举行最美最幸福家庭合影评比赛，并在网上进一步收集优秀作品，经过评比选出优秀的一部分作品，并给与一定的奖励。 3)、问卷调查回访 通过问卷了解社区中对娃哈哈形象的认知，对娃哈哈冰糖雪梨的认知等信息的收集整理分析。 , 活动流程(以国际城社区为例) 第一 宣传认知 时间 内容 负责人 备注 社区附近幼儿园宣传 最好能够和幼儿园合作 国际城贴吧上通知宣传 宣传给参与者的让渡价值 11月20—23号 宣传条幅，宣传页或海报的分 发 报名记录 报名纸条收集 第二 行动阶段 11月24号 开场歌曲演唱/播放阶段 《知心爱人》《团团圆圆》 13:00-13:15 《你是兴奋的 我就是快乐的》 13:15-13:55 开场介绍及知识宣传 公益宣传为主，分发小礼物 14:00-14:45 沟通纸条 第35页 14:50-15:40 智力猜猜看 15:35-16:30 全家动员过障碍 注意安全 16:35-16:45 活动结束语 放歌曲，清理现场 第三 延伸阶段 现场幸福家庭合影集的制作 贴吧、论坛、优酷的展示 11月24—30号 现场视频的制作 贴吧、论坛、优酷的展示 问卷调研回访 数据分析整理 , 公司实际执行明细 1)、活动明细: 序号 社区 地址 活动时间 活动场次 1 国际城 新郑龙湖镇双湖大道 11月24 1 2 金秋乐园 新郑龙湖镇双湖大道 3月25 1 合计 2 2)、活动方式: 试饮+游戏互动+礼品买赠(纪念品赠送)+义卖活动 A、 娃哈哈冰糖雪梨免费品尝; B、 购买娃哈哈冰糖雪梨一箱娃哈哈为社区绿化建设捐出3元钱，另外送全家合 影留念照 C、凡是参加游戏活动的家庭都有获得娃哈哈冰糖雪梨或玩具的机会 3)、活动现场要求: A:3个四角亭、4把太阳伞 B:DM单场均500张 C:相机3架，DV机3台，相片和视频的拍摄 D:精美小礼品(彩笔、小玩具、冰糖雪梨、书本) E:易拉宝三个以上、背景板为娃哈哈冰糖雪梨幸福家庭的主视觉、 (4-6平米，可根据现场微调)现场必须有地贴; F:易拉宝内容:娃哈哈冰糖雪梨幸福家庭的选择 把幸福带回家 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 买一箱为社区绿化献爱心 G:气球一百个，纸条一百个，护眼罩六个 H:工作人员服装要统一，最好以黄色衣服为好 I:活动要以快乐、健康、幸福和谐为整体思路 J:参加人员留言祝福小纸条收集备注 4)、活动物料明细 序号 物料名称 每场使用数量 单位 备注 1 音箱 1 套 2 促销台 1 个 3 促销员 8 人 6名临促+2名督导 4 促销服 9 套 5 托盘 6 个 6 耳麦 6 个 仓库 7 一次性手套 12 双 仓库 8 一次性口罩 6 个 仓库 9 海报 10 张 仓库 10 X展架 3 套 制作 11 拉网展架 1 套 制作 12 冰糖雪梨 10 箱 仓库 13 DM单页 1000 张 仓库 14 四角亭 3 个 15 大伞 4 个 16 地贴 1 套 制作 17 写字笔 20 支 18 儿童彩笔 150 支 19 儿童小玩具 50 个 20 儿童读物 20 套 第37页 21 气球、小纸条 各100 个 , 费 22 相机、DV 各3 台 用 预 算 事项 制作数量 费用(元) 临时促销员 6人 300 条幅 2个 100 海报、DM 300页 2O0 彩笔 100支 100 小玩具 50个 200 气球 100个 15 儿童读物 20本 100 冰糖雪梨 6箱 200 总计 1215 , 相关考核 相关考序号 项目 内容 完成时间 责任人 接收人 核 细案制作活动细案、费用申请活动开始前–6分/市场部助 1 相关企划 及签批 表签批完毕; 4天 天 理 活动开始前–4分/ 2 人员培训 活动细案培训; 相关企划 市场部 3天 天 临促明细临促姓名、电话、工随细案下发–2分/ 3 相关企划 人事专员 表 作地址、时间; 当天内 天 活动开始前–6分/ 4 场地协调 场地费 相关企划 相关企划 3天 天 –6分/活动现场 5 物料配送 按细案物料明细 活动开始前 物流部 天 负责人 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 每场活动结财务部预 费用结案明细表 束后2天内 算会计 –6分/财务部预 6 活动结案 相关企划 天 费用结案汇总表、临细案活动结算会计/财 促工资表 束2日内 务部部长/ 总经理 人员工资整体活动结–4分/ 7 签批后临促工资表 相关企划 结算主管 支付 束15天内 天 起草人: 审核人: 审批人 备注:活动场所选择务必杜绝重复。 所有派发现场配合活性化陈列 。 市场部人员现场监督，杜绝派发样品流入任何销售渠道。 周边售点铺货率必须100%。 第三阶段 幸福延伸阶段 目 的: 提高产品品牌的知名度， 利用意见领袖作用，起到 转介绍的效果，促进消费者重复购买增强品牌忠诚度 主 题: 幸福千万家 广告语: 娃哈哈冰糖雪梨，幸福千万家 时 间: 2013年3月15号—2013年10月30号 活 动: 通过电视广告、网络活动、公关活动延续幸福选择 , 具体活动: 1、广告:通过电视、网络、户外等广告引导消费者，幸福时刻就喝娃哈哈冰糖雪梨。 2、“我的幸福家庭”儿童作文征集公关活动:通过网络、学校、邮寄等方式 宣传此活动，通过网络人员投票评比最佳作品。以儿童为引导带动全家参与。 3、娃哈哈冰糖雪梨微博晒幸福: 21世纪，幸福越来越成为了大众关心的问题。究竟何为幸福，怎样传递幸福已成为大众讨论的问题，记得网络上流传着一句话，你幸福吗,说明幸福已经悄 第39页 然走进大家的视线，在前期的市场调研和环境分析的基础上，我们将娃哈哈的目标市场选择为家庭，将其定位为幸福家庭的选择，怎样将我们幸福的理念传递给大家，进而提高娃哈哈冰糖雪了产品的知名度，我们将和腾讯、新浪的门户媒体合作，利用微博进行“晒幸福”的推广活动。 , 活动目的 通过晒幸福活动的展开，使娃哈哈冰糖雪梨的产品理念和幸福机密相连。同时，提升娃哈哈冰糖雪梨产民的知名度，进而抢占更大的市场份额。 , 活动时间 2012年9月1日---12月31日 , 活动安排 1)前期宣传。 我们这次活动是和新浪、腾讯等门户媒体合作，在开展活动之前，首先要宣传产品的理念，据我们调研数据可得，随着经济的增长和人们生活水平的提高，健康营养已经成为饮品选择的首选，而娃哈哈冰糖雪梨在原有工艺的基础上，对产品进行创新，添加了蜂蜜这一要素，因此，前期的宣传围绕着娃哈哈冰糖雪梨家庭饮品的理念进行宣传，使产品和幸福的理念相结合。 2)中期的活动执行 宣传娃哈哈冰糖雪梨润肺滋养，幸福家庭的选择这一理念之后。我们利用新浪、腾讯等门户的微博群体，开展一个晒幸福的活动。在我们家人或朋友一起共饮娃哈哈冰糖雪梨的场面，通过微博进行展示，推荐给自己的粉丝。作为意见领袖，我们报我们共饮娃哈哈冰糖雪梨幸福温馨的感受传递给大家。因为在我们日常的生活当中，榜样的力量是很大的，当我们看到我们的参照群体都在引用娃哈哈冰糖雪梨的时候，想象着那个温馨的场面，我们也会很乐意的参与进来。 利用微博开展营销，本来大家使用微博就是把一些新鲜事分享给大家。为了使大家积极的参与进来，提高大家的参与的主动性，我们对微博用户进行评奖，根据转发您的微博和关注你动态的粉丝的数量，评出来前一百名，对其中开展幸福家庭大评比。对于获奖的微博用户，给与一定的奖金鼓励，并授予全国幸福家庭荣誉称号，并由腾讯，新浪等门户进行宣传，展示您家庭幸福的展示。 对于幸福，每个人都有自己的理解，而我们这次活动宣传的是---把点滴幸福积攒起来就是一生的幸福，我们之所以把家庭幸福拿出来晒，公布于众。就是因Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 为幸福感是可以放大的，把生活中的一点一滴幸福积攒起来就是一生的幸福。在幸福来临时，我们不仅要学会把握幸福，还要学会经营幸福，延续幸福，将幸福进行到底。 3)活动后的评估 活动评估主要是作品的征集数量，参与者的人数，针对活动影响力的市场调研等多手段评估。 (二) 评估流程 1、成功依据 社区推广成功的依据就是走进社区、超市、学校接近家庭，宣传家庭饮品就选娃哈哈蜂蜜冰糖雪梨，通过对其滋阴润肺、清热去火、清甜润泽，以及美容养颜、缓解失眠、促进血液循环等功效的消费诉求宣传，树立其家庭饮品健康、甜蜜、安全的形象，从而提高其知名度和美誉度。然后用活动结束后消费者购买的状况和现场消费者咨询参与状况以及社区、网络影响情况，看成交额和培养的潜在消费者，消费者对其的认知度调研来评估活动成功与否。 2、收集成功依据的方法 , 行动策划案评估表: 活动前后通过典型抽样问卷、电话、拦截访问等方法～ 第一阶段 认知 评估消费者的认知、认可度。 益指标:销售额行动计划效 增长比值法 经济效益评估 市场竞争力指标:市场占有率 第二阶段 体验 行动计划效果:UP评估模型 销售额、销售利润评估 第三阶段 延伸 网络点击率、作品收集数量、参与人数统计评估 具体方法: 1)行动计划评估 A. 评估目的 通过了解行动计划后对受众产生的各种心理效应，如行动计划对知觉、记忆、 第41页 理解、情感、欲求及行为等方面的影响，检测行动计划的正确性，改进、调整和完善计划策略和决策。 B. 行动评估 采用心理测量学评估指标，主要包括:行动计划效果评估指标，行动计划认知理解效果评估指标，行动计划行为影响效果评估指标。 C. 效果评估内容和方法 采用传播效果调查评估方法，具体内容和方法如下: a.认知测评 b.主要测试项目 c.记忆测评 d.态度测评 D. 具体方法 问卷分为平面广告和网络广告两类，在调查认知度和记忆度时可问以下问题: a.您看到过娃哈哈冰糖雪梨的广告吗, b.您还记得广告的内容是什么吗, c.从该广告中知道什么, d.看到该广告您心里有何反应, e.看完广告后，您对娃哈哈冰糖雪梨的形象感觉如何, 2)行动计划经济效果评估 A. 经济效果评估 了解到由行动计划而引起销售利润的变化情况，利于企业合理安排和控制使用行动的预算，以不断加强管理。 B. 经济效果评估指标 行动计划效益指标 市场竞争力指标 行动计划效果指标 C. 经济效果评估内容和方法 a.行动计划效益评估，采用销售额增长比值法。 行动计划效益=销售额增长量?行动计划费增长量 公式表明行动计划费用对销售额的边际效应，所得数值越高，表明行动计划效果越好。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. b.市场竞争力评估，通过市场占有率反映。 市场占有率=单位行动所花费用销售增加额?同类产品销售总额 公式在一定程度上反映竞争力和广告的市场拓展能力，比值越高，表明市场竞争力越大。 D. 行动计划销售效果评估，采用“UP”评估模型 具体方法:在河南范围内抽样选取200—300人，把所的样本分为两类，一类是对目前所实施的计划不知道的但购买过娃哈哈冰糖雪梨的人，计算出该类所占比例(如记为A%)，另一类是对所实施行动计划有记忆并理解的人群，目前也常购买“娃哈哈冰糖雪梨”的，计算出该类所占比例(如记为B%)。 最后得出差额(B-A)%的人是被行动计划所影响引起销售增长的人群。 第43页 参考文献 1、消费者心理学. 罗子明.北京:清华大学出版社,2002 2、消费者心理与营销策略. 陈文华.北京:中国国际广播出版社,2002 3、市场营销通论. 郭国庆.北京:中国人民大学出版社,2003 4、市场营销管理. (美)菲利浦?科特勒.北京:中国人民大学出版社,2001 5、营销渠道管理. 罗森布洛姆.北京:机械工业出版社,2003 6、营销渠道管理和决策. 吕一林.北京:中国人民大学出版社,2005 7、分销渠道设计与管理. 李飞.北京:清华大学出版社,2003 8、消费心理学.李丁.北京.中国人民大学出版社,2000 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development.