市场营销4p产品比较举例分析(英文).docVIP

Information about spirit competitors WULIANGYEˊS STRENGTHS(+) AND WEAKNESSES(-) HENGSHUILAOBAIGAN’S STRENGTHS(+) AND WEAKNESSES(-) JINLIUFU’S STRENGTHS(+) AND WEAKENESSES(-) Target market in several series, each series has its suitable occasion,for exampile Business, official reception, festive celebration,and is suitable to People of different levels Some as for Wuliangye Mainly in the low end of the market avoid the strong competitors(+) Is the high-end market forward（-） The general public (+) Product brand name pretty famous at home；Production superiority+（history、Technology、culture）；Low end product quality(-) Brand familiarity at local place (+) product quality(+) brand name (-) Products too much, and no significant difference(-) product innovation(+) Promotion 推广 Heaviest spending on unit quantity in marketing . (+) High end market share、Marketing Innovation(-) hihg advertising spending on daytime TV.(+),sales promotion, including free samples(-) Integrated marketing(Market 、brand 、capital、 system） Remodeling of Laobaigan image Heaviest spending on Outright sale of terminal(-) Reasonable, effective advertising(+) Operation cost high(-) Place Distribution through Distributors 、stores and retailers(+) Distribution through Distributors 、stores and retailers(+) Customer order Sales terminal deficiency（-） Distribution through Dealers and agents Excellent sales terminal(+) National marketing system(+) Price High retail price(-) Lower unit price for larger quantities (+) middle retail price (+) Can be mass consumer acceptance (+) Lowest available retail price (+) Potential competitive Barriers likely responses Take brand strategy（+）；develop health wine；Raise price（-）Management and marketing development speed synchronization，brand structure unreasonable, uneven, some good and some bad(-) product quality awareness(-) Wine culture(+) Attract new customers seize market share（+） Wine culture（-） Reasonable price enhance the quality of pr