好利来文案(国外英语资料).doc

好利来文案Advertising plan book, marketing plan bookMid Autumn Festival is a traditional Chinese festival, and moon cakes as a food culture of the Mid Autumn Festival has been deeply rooted in the hearts of the people. Many moon cakes manufacturers are springing up, and the competition of moon cakes is relatively fierce. As the northern moon cake market leader is not necessarily all time.Hollyland rely on many years of accumulation and lay a brand, which is one of the biggest advantages. So it depends on better brand campaigns and good product mix.Chinas mid autumn moon cake market potential consumption of 8 billion yuan to 10 billion yuan between. Domestic competition team is divided into five kinds: 1) old style moon cakes: relying on brand advantages and good reputation, occupy a large territory in the market, the intention to clean up the old mountains and rivers. However, the lack of funds 2) restaurant moon cake: attack the national market is relatively small, mostly in local brands. 3) Hotels moon cakes: famous hotels around the world, with their appeal in various local markets and mature channels, the main attack on enterprises and other groups of markets. 4) foreign moon cakes: they mainly eat moon cakes high-end market, but the current consumption groups are few.5) small workshops moon cake: these brands are mainly deposited in the low-end moon cake market, its customary tactics - price war, there are many brands around the market.3, the advantages of brand gradually highlighted: enterprise brand awareness gradually increased, consumer trends tend to well-known brands.4, regional brands play a leading role: so far there is no real national brand of moon cake brand, and no one really covers the moon cake sales network.Consumer overall consumption trendsHealthy and beautifully packaged food has become the current consumer fashion. See the beautifully packaged cakes, snacks and drinks made from natural fruits and vegetables, which make it difficult for the ten fin