酷儿客户忠诚度末日版论文.docx
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酷儿客户忠诚度末日版论文
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:
华成强/2010177137
Name/StudentNo.:
HuaChengqiang/2010177137
指导老师/GuidanceTeacher:
杨敬舒/YangJing
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:
Whatw