酷儿客户忠诚度末日版论文1 精品.docx

酷儿客户忠诚度末日版论文1 精品.docx

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酷儿客户忠诚度末日版论文1精品

国际交流学院学期论文

ShanghaiFinanceUniversity

NielsBrockCopenhagenBusinessCollege

FinalProjectWork

论文题目：

如何保持酷儿饮料在上海地区5-12儿童的客户忠诚度？

Title：

Howtokeepcustomerloyaltybetween5-12yearschildrenofQooinShanghai？

专业/Major：

市场营销/InternationalMarketing

姓名/学号：

Name/StudentNo.：

HuaChengqiang/2010177137

指导老师/GuidanceTeacher：

丹麦主考/DanishExaminer:

LarsAskholm

公司/Company:

可口可乐公司/Coca-ColaCompany

Studentstatement

Iherebydeclarethatthecontentsofmythesison

Howtokeepcustomerloyaltybetween5-12yearschildrenofQooinShanghai

areentirelymyownworkandthatnopartofthemhasbeenquotedwithoutclearandspecifiedindicationofsource.

IamfamiliarwiththestudyandexaminationregulationsofShanghaiFinanceUniversityandNielsBrockCopenhagenBusinessCollegeandknowthatbyviolationoftheseregulationstherightstoreceivingthediplomawillbeforfeited.

Date………2013-5……………

Place………Office……………...

Signature………HuaChengqiang………………

备注：

此表格请装订在毕业论文成果内，与定稿同时递交。

Listofcontent

1.Introduction-------------------------------5

2.Problemformulation-------------------6

3.Demarcation------------------------------7

4.Methodology------------------------------8

-4P

-PEST

-Fiveforces

-SWOT

-Questionnaire

5.Analysis--------------------------------------10

-PESTanalysis

-Companyanalysis

-Competitoranalysis

-Fiveforcesanalysis

-SWOTanalysis

-Questionnairedataanalysisandconclusion

6.Solution--------------------------------------28

7.Conclusion----------------------------------29

8.Uncertaintyfactorsandtheimpactoftheplan-----------------------------------------30

9.Bibliography--------------------------------31

10.Appendix----------------------------------32

1.Introduction

TheCoca-Colacompanyin1997launched"Qoo"fruitjuicebeverage,inchinawealmostknowitsChinesename酷儿.

QooisoriginfromJapan,andthereasonitcalled"Qoo"isbecausewhentheJapaneseadultsdrinkacupofbeer,theyfeelsomuchbetter,andtheywillmeetwiththesound"cuckoo".Coca-colaJapanbranchfindtheopportunitiesanddecidedtoattackthechildren'beveragemarketwhichwashasnotdevelopment,sotheydesignakindofdrinkthatkidsdrinkupwithsomethingsimilartothesoundofQoo,Itis"Qoojuice".AndwithspecialdesignconformstotheEastAsiamarketlikeChina,Hongkong,Taiwanandsoon.

QooitisaamazingmiracleforCoca-Cola,becauseitwasverypopularinJapan,Hongkong,Singapore.Forexample,InJuly1997,QoosuccessfullylistedinJapan.Itbecomeoneofthemostpopularfruitjuicebeverage,"Qoo"becameoneofthemostpopularcartoonimage.

InApril2001,QoosuccessfullylistedinSouthKorea,Coca-Colacompanyfoundedandownedanewfruitjuicebeveragemarket;"Qoo"inSouthKoreabecomethefirstbrandoffruitjuicebeverageandSouthKoreatheCoca-Colacompany'sthirdlargestbrand,theactualsalesmorethansixtimesbeyondexpectsales.

InOctober2001,QoosuccessfullylistedinHongKongandTaiwan,theproductsarecompletelyoutofstockinHongKong,Taiwanorderis2.5timesoftheoriginalplan.AndInOctober2001,QoocometoChina,inHangzhouandXian,Almostovernight,"Qoo"productsandimagewaspopularoverallthedrinkconsumptionmarket.Althoughthemarketpriceishigherthanthecompetitionwasashighas20%,butitalsowinvictory.

Customerloyaltydescribesthetendencyofacustomertochooseonebusinessorproductoveranotherforaparticularneed.

TheCustomerloyaltyisveryimportantinacompany.Itisdifferentfromcustomersatisfaction.It'salongtermeventofonecompany.Qoodrinkstoconsumers:

Qoomainstreamconsumergroupfocusedonthe5-12yearsoldchildren."Qoo"accordingtothisphasethepsychologicalcharacteristicofchildren,totalkaboutthemagicstorywhattheirfavoritetointroduce"Qoo"historyandgiveitrichcharacter.Asthe"Qoo"spokesperson,thebigheadbluedollishighlycontagiousinchildren,itjustlikethechildrenseethemself,andbecomethebestfriendswithQoo.

Butinrecentyears,thepowerofadvertisinghasbeenveryweakness,itleadtoQooslowlyoutofsight,onlythecontemporaryyoungpeoplestillrememberwhentheywereachildtheblue"Qoo"stormacrosstheirlife,thebluedollwassopopularintheirmemories,butnowalotofkidstheydon'tknowQoojuicedrinks.

Soyoungchildrendonotknow,youngpeopledonotbuy,parentsdon'tknowchoosewhat,thatQoolostalotofcustomers,,it'sreallyabadnews.

2.Problemformulation

Accordingtheonepart,wecanseesomesituationabouttheQoo.Butthereisaproblemwemustbeconcernedabout:

TheproblemabouttheQoo:

Thecustomerloyaltyneedstobeimproved.

WhytheQoohavethisproblem:

Fortheinvestigationofcustomerloyalty,itcanletusforthedemandofthecustomershaveamoredirectunderstanding,andcarryonabetterafter--salesservice.

Psychologicalfactorsofthecustomer.Thecustomerwithoneproduct,thecustomerloyaltymaynottoohigh.

TheQootargetgroupislimited,,ithaslesselderlyconsumers.Andweshouldputourpointatchildrenwhoarethelargestandthemostpotentialcustomers.

Customerloyaltyisadirectlycompanyproductcompetitiveperformance,wecanthroughtheobservationofthecustomerforitsloyaltytoQooproductsandmakingreasonablescheme

Peopleispayingmoreattentiontothehealthyofdrink,especiallychildrendrink,theyaremorecare.Soifwemeettheirrequirements,canwekeeptheircustomerloyalty?

Soourproblemformulation:

1）Ourtopicis:

“Howtokeepcustomerloyaltybetween5-12yearschildrenofQooinShanghai”

Ourkeywordsare:

“children,healthy”

3.Demarcation

Accordingtotheproblemstatement,wedecidedthetargetcustomeris5-12yearschildren.Andwewanttonarrowthearea,wefocusonShanghai.WewillgathertheprimarydataontheinternetandconcentratedareasofstudentssuchasthePudongnewarea.Wealsousequestionnairetothestudents.

Place:

Pudong.Time:

19-21Feb.2013.Wewilldrawup200piecesofquestionnaires.

4.Methodology

Wewillchoosesometheoriesormodels:

4P,PEST,fiveforcesanalysis,SWOT.Andprimarydatawewillthroughquestionnairetogetinformation.

ThesecondarydataconsistsofdatasearchontheInternet

4P:

1.product:

ComparedwithotherbranddrinkproductsfortheadvantagesanddisadvantagessothatwecanknowinwhichwayweimprovementforQoo

NowQoocompany’sproductsaremainlyconcentratedinthefruitjuicedrinkarea,andthetasteofthefruitjuicebeverageissimple,sothatitisdifficulttocatchpeople'sloyalty

2.Price:

ThroughthenetworkwewillsurveyallkindsofdrinkspriceanddiscusswhethertoadjustQooproductprice

QoobeverageproductspriceisRMB3.5,comparedwithotherfruitjuiceitishigher,andatearlywhenitenterthejuicemarket,itwasnotmetanytrouble,butnowitisnotthesame

3.Place:

ThroughcontrollingtheshareofQoodrinksinthesmallstore,supermarket,conveniencestores,wewanttodothiseffectivelyQoosales

WecanseefromQoo’ssales,itismainlyconcentratedinsmallshops,smallstores,largesupermarkets,occasionallyhaveabeveragevendingmachinessellingQoo

4.Promotion:

WiththeaidofQoodrinklaiddownthefoundationintheconsumers'mindago,wethinkrepackaginglistedisagoodwayforQoo

LongagowecanoftenseeQoocartoonadvertisementsintelevision,sotheadvertisementeffectisverygood.Butthen,withtheamountofadvertisingisreduced,andothernewtypesoffruitjuicedrinksenterthemarket,thefamiliarfrompeopletotheQooisreducedalot

PEST

PESTisamodelfortheenterprisetoanalysisthemacroenvironment,wewillanalysistheenterprise'sexternalenvironment,throughthepolitical,economic,social,scienceandtechnology,thisfouraspectstoanalysissomeuncontrollablefactors.

Fiveforcesanalysis:

Fiveforcesanalysisisconsistofthethreatofentry;thepowerofbuyers;thepowerofsuppliers;thethreatofsubstitutes;competitiverivalry.Inthiscase,wewanttoanalysisthesituationtoimprovetheloyaltyamongthechildren.

SWOT:

Onthebasicofaboveanalysisandthroughthestrength,weakness,opportunity,threatanalysistomakeadecidedtohowtochangethepresentsituationandkeepthechildren’loyalty.

5.Analysis:

PESTanalysis

Qooisahealthykindoffruitandvegetablebeverages,andChina'ssoftdrinksmarketcontainsteabeverages,fruitandvegetabledrinks,carbonateddrinks,drinkingwater,nutritiondrinks,functionaldrinks.

PoliticalFactors:

TheCoca-Colacompanyhaslaidasolidmarketfoundationandgovernmentcooperationfoundationinchina,itscompanyproductshasalotofadvantagetoresearchandpromotion,itcangoodusetheadvantagesofbrandtogetthecustomer'srecognitionandpro-gaze

EconomicalFactors:

Accordingtothenationalbureauofstatisticsbulletindata,thebeverageindustryoutputfor130.2401milliontons,thanlastyearthecorrespondingperiodgrows10.73%.AndFruitandvegetablejuiceproduction22.2917milliontons,thanlastyearthecorrespondingperiodgrows16.09%,itisagoodnewstoQoo.

SocialandculturalFactors:

Contemporary,healthylifeisanimportantpointofviewwhattheChinesepeopleadvocate,andQoo--fruitandvegetabledrinks,cateringtotheChineseparentscareforchildrenhealthygrowth,itcanverygoodcatchchildrenconsumergroups.

TechnologicalFactors:

InChinamainland,Qoodrinkisonlyorangeandappletaste,butinHongKongthereareraisinstasteandsoymilkproducts,itisalsoverypopulardrink.

Competitoranalysis:

Whatweknowfamousbrandofdo