Gongchuang Brand Planning Organization, foundation in Shenzhen, is a organization with a characteristic of " Creat the brand for Chinese enterprise". We are Specialing in Brand planning, Advertising, Marketing, Designing etc..We are concentrating on the brand studies, the brand creates the profession adviser that set up, the brand communication, expansion and brand management design plans organization.
 
 
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Θ 专家专栏 Specialist Viewpoint
Θ 专业文章 Speciality Article

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---本站关键词:
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> 深圳策划公司
> 营销策划公司
> 深圳广告策划公司
> 食品品牌策划
> 食品营销策划
> 食品广告策划
> 食品包装设计
> 深圳广告公司

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KANGSHIFUGAOBINGDECHAYIHUAYINGXIAO

  康师傅做产品目标都很明显,要做市场的领导者。康师傅在方便面、茶饮料上的成就一直被人广为称道。其实,康师傅的另一块主业,糕饼产品,在市场上的表现同样非常优秀。经过几年扎扎实实的市场耕耘,康师傅已然赶上并正在超越那些实力强劲的国际品牌,成为饼业市场的领袖。
  从1995年成立天津顶园食品公司开始,康师傅正式进入国内中高档饼干市场。其时,国内的主要竞争对手有法国达能、英国联合食品的奇宝,美国的食品巨头纳贝斯克等。他们都有着丰富的产品开发和市场运作经验,且综合实力均远在康师傅之上。而国内的嘉顿、嘉士利、康元等都有着不俗的市场表现和占有率。这种市场形势和康师傅进入方便面、茶饮料市场时候大不一样。康师傅做方便面时,国内中高档面几乎没什么强劲对手,中档面市场甚至是空白,包括统一、华龙等也是后来才跟进;而做茶饮料市场时还只有旭日升一枝独秀。

  KANGSHIFUGAOBINGCHANPINXIANZAIZHUYAOYOU“3+2”JIAXIN、XIANSUJIAXIN、TIANSUJIAXIN,XUEBINGXILIE、CAIDIJUAN、MIAOFU、LEFUQIU、QIAOFUPAI、DANSUJUAN、DANHUANGYESUSU、QINGQIAOBOPIANDENG,ZAILINGDAOPINPAIZHIZHONG,KEYISHUOSHIPINLEIBIJIAOQIQUANDE,ERQIEJIHUZAIMEIYIGEPINLEISHANG,KANGSHIFUTUIGUANGSHIHOUDOUCENGZAOYUBUTONGDEQIANGJINGDEJINGZHENGDUISHOU。DANGCHUZAIQIANGDIHUANSIDEBINGYESHICHANG,ZUOWEIYIGESHICHANGDEHOULAIZHE,KANGSHIFUZHENGSHIYOUXIAODISHISHILECHAYIHUAYINGXIAOZHANLVE,XIFENMUBIAOSHICHANG,YINERCAIZAIDUANSHIJIANNEITUOYINGERCHU,FAZHANCHENGWEISHICHANGLINGDAOPINPAI。

  YI、CHANPINCHAYIHUA

  CHANPINCHAYIHUASHIKANGSHIFUZUIZHONGYAODEZHANLVEWUQI。

  KANGSHIFUDEMEIYIZHONGCHANPINDESHANGSHI,JIHUDOUYOUQIANGDADEQIHUALILIANGZAIBEIHOUZHICHENG,ERQIE,DOUSHIZAICHONGFENYANJIUMUBIAOJINGZHENGDUISHOUTEDIANHOUCAIKAISHIYANFASHENGCHAN。

  KANGSHIFUGAOBINGSHANGSHIZHUDADESHIPINLEISHIJIAXINBINGGAN,DANGSHISHICHANGSHANGZUICHANGXIAODEZHONGGAODANGCHANPINYOUNABEISIKEDEAOLIAO、DANENGDEWANGZIJIAXIN,JIGUONEIDEJIADUNJIAXINBINGGANDENG。JIAXINBINGGANCHANPINDEZHUYAOKOUWEISHILAIZIJIAXINZHONGDEXIAN,DANGSHISHIMIANSHANGDESUOYOUDEJIAXINBINGGANDOUSHILIANGPIANBINGGANJIAYICENGXIAN。

  ZHENDUIZHEIXIEJINGZHENGDUISHOUDEZHUANGKUANG,JINGGUOCHONGFENDEDIAOCHAYANJIUHOU,KANGSHIFUBINGYELVXIANTUICHUQIZHUDACHANPIN“3+2”NAIYOUSUDAJIAXIN,DUCHUANGCHU3PIANBINGGANJIALIANGKUAINAIYOUXIANDECHANPIN,BINGJIQIQUMINGWEI“3+2”,YIWEI3JIA2。ZHEIYICHUANGZAOXINGDECHANPIN,DADANTUPOCHUANTONGBINGGANDOUSHILIANGPIANBINGGANJIAYICENGXIANDEZUOFA,SHIYIKUAIBINGGANJURANDADAO5CENG,YINERCHIQILAIXIANDEWEIDAOGENGZU,ZAIPEIHE“CENGCENGMEIWEIDIEDIECUI”DEGUANGGAOYUXUANCHUAN,“3+2”BINGGANYITUICHUMIANSHI,JIDASHOUXIAOFEIZHEHUANYING。

  ZHEIYICHENGGONGDECHANPINQIHUAKANCHENGBINGGANYENEIDEJINGDIAN,JINGGUOJINIANDESHICHANGPEIYU,KANGSHIFUXIANGJITUICHUNAIYOU、NINGMENG、XIANGCAO、LANMEIDENGDUOZHONGKOUWEIDE“3+2”CHANPIN,RUJIN“3+2”BINGGANZAIJIAXINBINGGANLEICHANPINXIAOSHOUZHONGGAOJUBANGSHOU,SHICHANGZHANYOULVDADAO30%DUO。

  ER、JIAGECHAYIHUA

  KANGSHIFUTUIXINGJIAGECHAYIHUAYINGXIAODEDIANXINGCHENGGONGANLISHIKANGSHIFUXUEMIBINGDESHANGSHITUIGUANG。

  1999NIAN,KANGSHIFUYITUJINRUMIGUOSHICHANG,ZHEICI,SUOYUDAODEDUISHOUSHIZAIMIGUOSHICHANGSHANGRURIZHONGTIANDEWANGWANG。

  LAIZITAIWANDEWANGWANG,YEHEKANGSHIFUYIYANG,GANGKAISHIZAITAIWANJIJIWUMING,QUEZAIDALUSHICHANGQUDELEKONGQIANCHENGGONG,HOUYOUZAIXINJIAPOCHENGGONGSHANGSHI。WANGWANGXUEBING、WANGWANGXIANBEIJIHULONGDUANLEDANGSHIGUONEIMIGUOSHICHANG。WANGWANGYIJINGCHENGWEIXUEMIBINGDEDAIMINGCI,ZAISHICHANGSHANGGENBENMEIYOUDISHOU,ZHIYOUFUWADENGYIXIEXIAOPINPAIZAIERSANJICHENGSHIDEJIAFENGLIMIANQIANGSHENGCUN。ERQIE,DANGSHIWANGWANGDEGUANGGAOTOUFANGLIDUYIZHIHENDA,QIECHUANGYIBIAOXIANHENYOUYOUHUOLI,WANGWANGLIYONGQIPUTIANGAIDIDEGUANGGAOWEIHUZHEQITONGZHIDIWEI。

  KANGSHIFUYAOJINRUZHEIKUAISHICHANG,JIUYIWEIZHEBIRANYAOHEWANGWANGZHENGMIANJIAOFENG。YAOTIAOZHANLONGDUANJUTOU,BIRANYAOFUCHUHENDADEDAIJIA。DANKANGSHIFUMEIYOUXUANZEZAIGUANGGAOFANGMIANHEWANGWANGYINGPENGYING,ERSHIYOUXIAOLIYONGLEJIAGECELVE。

  DANGSHIWANGWANGDEZHUDACHANPINSHI84GDEXUEMIBING,SHICHANGJIAGEZAI4.5YUANZUOYOU。ZHENDUIWANGWANGDECIKUANCHANPIN,KANGSHIFUSHOUXIANJIUTUICHUXUEMIBINGZENGLIANGBAO,ZHONGLIANGWEI126G,ZAIKOUGAN、XIANGWEIFANGMIANYUWANGWANGCHABIEBUDA,JIAGEYEDINGWEIHEWANGWANGDESHOUJIAYIYANG,ZHISHIHANLIANGDUOLE50%,BINGZAIBAOZHUANGSHANGXINGMUDIZHUMING“ZENGLIANG50%”。DANQISHIZHEIYEJIUSHIBIANXIANGDEDIJIACELVE,ERQIEBIAOXIANCHUZHENGMIANJIAOBANDEJUEXINHEQIGAI。YINWEIYOUQIANGDADEPINPAIYOUSHI,KANGSHIFUDEJIAGECELVELIJIJIANCHENGXIAO,TONGSHITONGGUODALIANGDEMAIZENGHESHICHICUXIAOHUODONGDENGPEIHE,KANGSHIFUYIJUSIKAILEWANGWANGJIANGUDEFANGXIAN,DAPOLEWANGWANGZAIMIGUOSHICHANGSHANGDELONGDUANDIWEI。DENGWANGWANGFANYINGGUOLAI,ZHONGXINDIAOZHENGJIAGEYINGZHANDESHIHOU,KANGSHIFUXUEMIBINGYIJINGLAOLAOPUDAOLEGEDAZHONGDUANDEHUOJIASHANG。

  ZAIKANGSHIFUDEJINBIXIA,WANGWANGXUEBING84GZHUANGHOULAIYEBUDEBUDIAODILEJIAGE,JINXINGFANJI,RUJINSHIMIANSHANGWANGWANG84GXUEBINGDEJIAGEYIJINGJIANGDAOLE2KUAIDUO。ZAICHENGGONGQIERUSHICHANGYIHOU,KANGSHIFUYECHENJITUICHU84GXUEMIBINGBAOZHUANG,TONGSHIZAIDIAODICHANPINJIAGE,JIXUYIJIAGECELVEJINXINGGONGJI。

  ZHENGSHIKANGSHIFUDEZHENGMIANQIANGGONG,CAIGAIBIANLEXUEMIBINGSHICHANGDEGEJU,FUWADENGPINPAIHOULAIYECAINENGCHENGXUERRU,ZHANJULEYIDINGDESHICHANGFENE。

  SAN、BAOZHUANGCHAYIHUA

  ZAICHANPINBAOZHUANGFANGMIAN,KANGSHIFUKEWEIXIALEBUSHAOGONGFU。TONGYANGBUFACHAYIHUAZHANLVEDECHENGGONGLIZI。

  ZAIKOUWEI、ZHILIANGDENGCHABIEBUDADEQINGKUANGXIA,BAOZHUANGDECHAYIHUACHUANGXINYEYOULIYUXIFENDINGWEI,ZHAODAOYOUXIAODEMUBIAOSHICHANG。

  KANGSHIFUTUICHUDANSUJUANCHANPINSHIHOU,SHIMIANSHANGTONGLEICHANPINYESHILIANGJIFENHUA,DIDANGCHANPINDADOUBAOZHUANGHENJIANDAN,SHIYONGJIANDANDESULIAODAIBAOZHUANG。ERGAODANGCHANPINBIRU“YUANLANG”DENGBAOZHUANGDOUSHICAIYONGJINSHUGUAN,YINWEIDANJUANCHANPINYISUI,SUOYIJINSHUGUANBAOZHUANGJIGAODANGYOUANQUAN,DANJINSHUGUANDESHENGCHANCHENGBENBIJIAOGAO,QIEYUNSHUCHENGBENYEHENGAO,YINERDAOZHICHANPINDEJIAGEPIANGAO。ZAIZHE,JINSHUGUANBULIYUXIEDAI,PUBIANZHISHIHEZAIJIALISHIYONG,ZHEIYANGJIUBULIYUFANFUGOUMAI。KANGSHIFUJIURENZHUNLEZHEIYIKONGDANGSHICHANG,BADANSUJUANDEJIAGEDINGWEIWEIZAIZHONGDANG。YINWEIKANGSHIFUDANSUJUANCAIYONGDEDOUSHISHANGDENGDEYUANLIAO,ZAIYUANCAILIAOCHENGBENSHANGJIHUSHIBUKENENGSHENGXIALAIDE,YUSHIJIUZAIBAOZHUANGSHANGZUOQILEGONGFU。

  KANGSHIFUDANSUJUANTUICHULEPUTONGZHUANGHEJIATINGZHUANGCHANPIN,PUTONGZHUANGCAIYONGCAIYINSULIAODAIJIAPVCJIEHEBAOZHUANG,PVCYOUYIDINGDEYINGDU,DUIDANJUANCHANPINYOUYIDINGDEBAOHUZUOYONG,QIEQINGQIAO、YUNSHUXIEDAIFANGBIAN;JIATINGZHUANGZECAIYONGYINGZHIHEBAOZHUANG。ZHEIYANGJIUJISHENGXIALECHENGBEN,YOUBAOZHENGLEBAOZHUANGDEDANGCI,HAINENGYOUXIAOFANGZHICHANPINDEPOSUI,FANGBIANXIEDAIHEYUNSHU。ZHEIYANGDECHANPINTUICHU,DANGRANHUISHOUSHICHANGDEHUANYING。

  KANGSHIFUDANSUJUANRUJINYIWENJUTONGLEICHANPINXIAOSHOUQIANLIE。

  SI、QUDAOCHAYIHUA

  KANGSHIFUCONGLAIJIUSHIZUOQUDAODEGAOSHOU,ZAIQUDAODEXUANZESHANG,KANGSHIFUYOUYOUXIAOZHUYIDAOLEHEJINGZHENGDUISHOUDECHAYI,QIGAOBINGCHANPINDEXIAOSHOUQUDAOJURANZUODAOLE“MIANMIANJUDAO”。

  SUIZHEXIANDAIQUDAODEJUEQI,ZHUYAOJINGZHENGDUISHOUDOUPUBIANBAK/ADAMAICHANGWEIZHUZHANCHANG,ERZHUJIANHUSHILECHUANTONGQUDAOPIFASHICHANG、SHIDUODIANDENGDEYUNZUO。KANGSHIFUCAIYONGDEFANGFASHISHUANGGUANQIXIA,JIZHONGDIANGUANLIHAODAMAICHANGDEXIAOSHOU,YOUBUFANGQIDUICHUANTONGQUDAODEJINGGENGXIZUO。ZAIDADUOSHUCHENGSHI,TONGLEICHANPINZHONG,KANGSHIFUZAISHIDUODIANDEPUHUOLVSHIZUIGAODE。KANGSHIFUDECHANPINHAIBAOJIHUTIEBIANLEDAJIEXIAOXIANGDEGEGELINGSHOUZHONGDUAN。TEBIESHIDUIXUEXIAO、JIUDIAN、XIEZILOUFUJINDESHIDUODIAN,KANGSHIFUGENGSHIBUYIYULI,ZAIDALIANGDEXIEZILOU、XUEXIAOPAIFASHICHIZENGPINXIAOBAOZHUANG,ZAIXUEXIAOZHENDUIZUOTUIGUANGXINGHUODONG,SHIDEKANGSHIFUBINGGANCHENGWEIZHONGDUOXIEZILOUBAILING、XUEXIAOXUESHENGDEXIUXIANZAOCAN。ZHEIXIEDIQUYECHENGWEIQIXIAOSHOUDEJINPAIZHONGDUAN。JISHAOCHENGDUO,YOUXIEDIFANGDEJISUOXUEXIAODESHIDUODIANZHONGDUANJIAQILAI,JURANNENGGANSHANGYIGEDAMAICHANGDECHUHUOLIANG。

  ZAISHICHANGJINGZHENGRIYIJILIE、CHANPIN、YINGXIAOFANGFARIYITONGZHIHUADEJINTIAN,KANGSHIFUGAOBINGSHIYEDECHENGGONGYOUXUDUOZHIDEWOMENJIEJIANZHICHU。DANGRAN,CHAYIHUAFANGFAHAIYOUHENDUO,BUGUANSHICHANPINGONGNENG、YUANCAILIAOTEDIAN、HAISHIQUDAO、JIAGE、GUANGGAO、BAOZHUANG、CUXIAO,SHENZHIWUYEBUKAavMIANFEI-SANJIPIANZAIXIANGUANKANLINIANDENG,WOMENDOUYOUKENENGZHAODAOCHAYIHUADEZHIDIAN。DANGRAN,ZHIYOUSHIHEDECAISHIZUIHAODE。

  CHAYIHUAYINGXIAODEBENZHISHIYINGXIAOCHUANGXIN,SHIYONGYIZHONGRENWUWOYOU,RENYOUWOYOUDECELVELAIYUNZUOSHICHANG。CHAYIHUAYINGXIAOJISHIYUZHONGBUTONGDE,YESHIDUSHUYIZHIDE,SHIJIANLIZAICHONGFENYANJIUJINGZHENGDUISHOU,XIFENMUBIAOSHICHANGDEJICHUSHANGDE,XUYAOWOMENDUIYINGXIAOGEGEHUANJIEZHONGDEGEZHONGYUANSUJINXINGJIEGOU,BINGZAICIJICHUSHANGZHAOZHUNZIJIDEDINGWEI,QUELIZIJIDEHEXINJINGZHENGYOUSHI,CONGERLIYONGZIJIDEHEXINYOUSHIQUYINGDESHICHANG。RUTIANJISAIMABANQUQUDEYIRUOSHENGQIANGDESHENGLI。 (AILANGTAO)


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