酷儿客户忠诚度末日版论文.docx

1、酷儿客户忠诚度末日版论文国际交流学院学期论文Shanghai Finance University Niels Brock Copenhagen Business CollegeFinal Project Work 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： How to keep customer loyalty between 5-12 years children of Qoo in Shanghai ？ 专业/Major： 市场营销/International Marketing 姓名/学号： 华成强/2010177137 Name/ Student

2、 No.： Hua Chengqiang/2010177137 指导老师/Guidance Teacher： 杨敬舒/Yang Jing 丹麦主考/Danish Examiner: Lars Askholm公司/Company:可口可乐公司/Coca-Cola Company Student statementI hereby declare that the contents of my thesis on How to keep customer loyalty between 5-12 years children of Qoo in Shanghaiare entirely my ow

3、n work and that no part of them has been quoted without clear and specified indication of source.I am familiar with the study and examination regulations of Shanghai Finance University and Niels Brock Copenhagen Business College and know that by violation of these regulations the rights to receiving

4、 the diploma will be forfeited.Date 2013-5Place Office.Signature Hua Chengqiang备注：此表格请装订在毕业论文成果内，与定稿同时递交。 List of content1.Introduction-52.Problem formulation-63.Demarcation-74.Methodology-8 -4P -PEST -Five forces -SWOT -Questionnaire5.Analysis-10 -PEST analysis -Company analysis -Competitor analysi

5、s -Five forces analysis -SWOT analysis -Questionnaire data analysis and conclusion6.Solution-287.Conclusion-298.Uncertainty factors and the impact of the plan-309.Bibliography-3110.Appendix -321.IntroductionThe Coca-Cola company in 1997 launched Qoo fruit juice beverage ,in china we almost know its

6、Chinese name 酷儿. Qoo is origin from Japan ,and the reason it called Qoo is because when the Japanese adults drink a cup of beer ,they feel so much better ,and they will meet with the sound cuckoo.Coca-cola Japan branch find the opportunities and decided to attack the children beverage market which w

7、as has not development ,so they design a kind of drink that kids drink up with something similar to the sound of Qoo, It is Qoo juice. And with special design conforms to the East Asia market like China ,Hong kong ,Taiwan and so on.Qoo it is a amazing miracle for Coca-Cola ,because it was very popul

8、ar in Japan ,Hong kong ,Singapore.For example ,In July 1997, Qoo successfully listed in Japan. It become one of the most popular fruit juice beverage, Qoo became one of the most popular cartoon image.In April 2001,Qoo successfully listed in South Korea,Coca-Cola company founded and owned a new fruit

9、 juice beverage market; Qoo in South Korea become the first brand of fruit juice beverage and South Korea the Coca-Cola companys third largest brand, the actual sales more than six times beyond expect sales. In October 2001, Qoo successfully listed in Hong Kong and Taiwan, the products are completel

10、y out of stock in Hong Kong, Taiwan order is 2.5 times of the original plan. And In October 2001, Qoo come to China, in Hangzhou and Xian, Almost overnight, Qoo products and image was popular over all the drink consumption market. Although the market price is higher than the competition was as high

11、as 20%, but it also win victory.Customer loyalty describes the tendency of a customer to choose one business or product over another for a particular need.The Customer loyalty is very important in a company. It is different from customer satisfaction. Its a long term event of one company. Qoo drinks

12、 to consumers: Qoo mainstream consumer group focused on the 5-12 years old children. Qoo according to this phase the psychological characteristic of children, to talk about the magic story what their favorite to introduce Qoo history and give it rich character. As the Qoo spokesperson ,the big head

13、blue doll is highly contagious in children ,it just like the children see themself ,and become the best friends with Qoo .But in recent years, the power of advertising has been very weakness,it lead to Qoo slowly out of sight ,only the contemporary young people still remember when they were a child

14、the blue Qoo storm across their life, the blue doll was so popular in their memories, but now a lot of kids they dont know Qoo juice drinks .So young children do not know,young people do not buy, parents dont know choose what, that Qoo lost a lot of customers, its really a bad news.2. Problem formul

15、ation According the one part, we can see some situation about the Qoo. But there is a problem we must be concerned about: The problem about the Qoo:The customer loyalty needs to be improved. Why the Qoo have this problem: For the investigation of customer loyalty, it can let us for the demand of the

16、 customers have a more direct understanding,and carry on a better after-sales service.Psychological factors of the customer. The customer with one product, the customer loyalty may not too high. The Qoo target group is limited,it has less elderly consumers. And we should put our point at children wh

17、o are the largest and the most potential customers.Customer loyalty is a directly company product competitive performance , we can through the observation of the customer for its loyalty to Qoo products and making reasonable schemePeople is paying more attention to the healthy of drink, especially c

18、hildren drink, they are more care.So if we meet their requirements ,can we keep their customer loyalty?So our problem formulation :1)Our topic is: “How to keep customer loyalty between 5-12 years children of Qoo in Shanghai” Our key words are: “children ,healthy” 3. Demarcation According to the prob

19、lem statement, we decided the target customer is 5-12 years children.And we want to narrow the area, we focus on Shanghai. We will gather the primary data on the internet and concentrated areas of students such as the Pudong new area. We also use questionnaire to the students. Place: Pudong. Time: 1

20、9-21 Feb. 2013. We will draw up 200 pieces of questionnaires. 4. Methodology We will choose some theories or models: 4P ,PEST, five forces analysis, SWOT. And primary data we will through questionnaire to get information. The secondary data consists of data search on the Internet 4P:1.product : Comp

21、ared with other brand drink products for the advantages and disadvantages so that we can know in which way we improvement for QooNow Qoo companys products are mainly concentrated in the fruit juice drink area, and the taste of the fruit juice beverage is simple, so that it is difficult to catch peop

22、les loyalty2.Price:Through the network we will survey all kinds of drinks price and discuss whether to adjust Qoo product price Qoo beverage products price is RMB 3.5, compared with other fruit juice it is higher , and at early when it enter the juice market , it was not met any trouble ,but now it

23、is not the same3.Place:Through controlling the share of Qoo drinks in the small store, supermarket, convenience stores , we want to do this effectively Qoo salesWe can see from Qoos sales, it is mainly concentrated in small shops, small stores, large supermarkets, occasionally have a beverage vendin

24、g machines selling Qoo4.Promotion:With the aid of Qoo drink laid down the foundation in the consumers mind ago, we think repackaging listed is a good way for QooLong ago we can often see Qoo cartoon advertisements in television, so the advertisement effect is very good. But then, with the amount of

25、advertising is reduced, and other new types of fruit juice drinks enter the market, the familiar from people to the Qoo is reduced a lotPESTPEST is a model for the enterprise to analysis the macro environment , we will analysis the enterprises external environment, through the political, economic, s

26、ocial, science and technology, this four aspects to analysis some uncontrollable factors.Five forces analysis:Five forces analysis is consist of the threat of entry; the power of buyers; the power of suppliers; the threat of substitutes; competitive rivalry. In this case, we want to analysis the sit

27、uation to improve the loyalty among the children. SWOT: On the basic of above analysis and through the strength, weakness, opportunity, threat analysis to make a decided to how to change the present situation and keep the children loyalty. 5.Analysis:PEST analysisQoo is a healthy kind of fruit and v

28、egetable beverages, and Chinas soft drinks market contains tea beverages, fruit and vegetable drinks, carbonated drinks, drinking water, nutrition drinks, functional drinks.Political Factors:The Coca-Cola company has laid a solid market foundation and government cooperation foundation in china, its

29、company products has a lot of advantage to research and promotion, it can good use the advantages of brand to get the customers recognition and pro-gazeEconomical Factors:According to the national bureau of statistics bulletin data, the beverage industry output for 130.2401 million tons, than last y

30、ear the corresponding period grows 10.73%.And Fruit and vegetable juice production 22.2917 million tons, than last year the corresponding period grows 16.09%,it is a good news to Qoo.Social and cultural Factors:Contemporary, healthy life is an important point of view what the Chinese people advocate

31、 , and Qoo - fruit and vegetable drinks, catering to the Chinese parents care for children healthy growth, it can very good catch children consumer groups.Technological Factors:In China mainland, Qoo drink is only orange and apple taste, but in Hong Kong there are raisins taste and soy milk products, it is also very popular drink.Competitor analysis:What w