八马茶叶.docx
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八马茶叶.docx
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八马茶叶
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Declaration
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Ideclarethattheworkpresentedherehasbeencomposedandwrittenbymealone.Noaidgiven,received,norobserved.Iunderstandthatpenaltiesforsubmittingworkwhichisnotwhollymyown,ordistributedtoothercandidatesisconsideredanactofAcademicDishonesty.
我承诺在本科目考试中自行完成一切答题内容,不接受或给予其他考生帮助,如有违反将接受处理。
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TheInternationalCollegeofXiamenUniversity
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Lecturer:
LinboZhang
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Contents
Introduction
1.BaMabrandsystem
1.1brandpositioning
1.2Brandimplication
1.3Brandappeal
1.4Brandresources
2.EvolutionofBamaBrandPerformance
2.1logoevolution
2.2EvolutionofFiveCoreAdvertisingLanguagesofBamaTea
2.3Brandmastervision
2.4Terminaldoorimage
2.5Storefrontdesignelements
2.6Interiordecoration
3.BaMaproducts
3.1BamaOperatingProductCategories
3.2ProductConceptofCoreProducts
3.3PriceandPositioningoftheThreeBasicSeriesofBama
3.4PackagingofBamaSeriesProducts
4.BaMachannelstrategy
4.1Channelmode
4.2Channelpolicy
4.3Locationofshops
5.BaMapromotionmode
5.1Mediapromotion
5.2Terminalextension
5.3Promotionandpromotion
Conclusion。
Reference。
Introduction
BamaTeaisalargeteaenterprisewhichintegratesteagardenbase,production,processing,chainandexport.
Atpresent,thecompanyparticipatesinthemanagementofmorethan80,000muofteagardenbaseinthecountry.
ThebrandofBamateaispositionedasbusinessetiquettetea,andthetargetconsumersarematureandsuccessfulpeople.Bamaadvocatestheconceptofhealthyteadrinking,andiscommittedtocreatingafreshandcomfortableteapurchaseexperienceforcustomers.
BamateaproductsincludeOolongtea(Tieguanyin,Dahongpao),famousgreentea(Longjing,Biluochun),famousblacktea,Pu'ertea,teasets,teafoodandotherproducts
1.BaMabrandsystem
1.1brandpositioning
BusinessEtiquetteTea(TargetConsumersareMatureSuccessfulPeople)
1.2Brandimplication
Theemperorcanrideinthehigheststandardofeighthorses.BamaTeaisnamedhere.
1.3Brandappeal
Greatcourtesydoesnotsayanything(fromteatocourtesytoheart,thereareeighthorseswithaffectionandrighteousness)
1.4Brandresources
Speaker-XuQing
CentralGovernmentPurchaser
TieguanyinInheritorof"NationalLevel"and"Non-legacy"
TopTenFamousTeasoftheWorldExpoinChina
WiththehelpofXuBeihong's"horseimage"
Teatechnologywasfoundedin1736.
2.EvolutionofBamaBrandPerformance
2.1logoevolution
2.2EvolutionofFiveCoreAdvertisingLanguagesofBamaTea
SincerededicationfromTieguanyin'sbirthplace
Juice,flavor,origin
Centuriesofpersistentexpertquality
Theheartisfullofrhyme.
Greatgiftdonotspeak
2.3Brandmastervision
2.4Terminaldoorimage
2.5Storefrontdesignelements
Color:
black,yellowandred;font:
Chinesetraditional+English;usingelements:
EuropeanfashionablefloorwindowsortheedgepatternofthewindowsoflargefamiliesinancientChina;doorframe:
blackorredasthemaincolor,moreeye-catching;buttheimageisnotuniform.
2.6Interiordecoration
Face:
lightyellowstickerorwhitepaint;floor:
marblebrick;imagewall:
logoasthebackground,highlightingthebrand;cashdeskusingtraditionalChineseredandblackwindowedgedesignconcept;lighting:
therearelargeceilinglights,butalsochandeliers,shopsarenotunified;decoration:
mainlygreenplantdecoration,surroundedbybrandadvertising.
3.BaMaproducts
3.1BamaOperatingProductCategories
BamateaproductsareOolongtea(Tieguanyin,Dahongpao),famousgreentea(Longjing,Biluochun),famousblacktea,Pu'ertea,teasets,teafood.
Themainproductoftea :
PearlBuckseries
3.2ProductConceptofCoreProducts
Three-dimensionalbagtea:
Pu'er,DeepFragranceTieguanyin,FreshFragranceTieguanyin
FamilyClothing:
Tieguanyin,Dahongpao,GreenTea,FlowerTea,BlackTea,Pu'er
BusinessGiftBox:
Tieguanyin,Dahongpao,GreenTea,BlackTea,Pu'er
3.3PriceandPositioningoftheThreeBasicSeriesofBama
Low-end:
0-250yuan/kgtargetconsumerhouseholdconsumers(householdclothing)
Mediumandlow-end:
250-500yuan/kgtargetconsumerhouseholdconsumers(householdclothing)
Mid-range:
500-1000yuan/kgofficeconsumptionoftargetconsumers(stereoscopicbagtea)
Mediumandhigh-end:
1000-3000yuan/kgtargetconsumergift-givingcrowd(businesssuit)
High-end:
3,000yuanormoretargetconsumersgift-givingcrowd(businesssuit)
3.4PackagingofBamaSeriesProducts
1)Informationelements.Firstelement:
productnameandsellingpoint;secondelement;brandlabelanddemand;auxiliaryelement:
centralgovernmentprocurementsupplier
2)Packagingmaterial.Outerpackaging;cartons,ironboxes,woodenboxes;innerpackaging;aluminiumcans,porcelaincans,tincans
4.BaMachannelstrategy
4.1Channelmode
Directoperation+chainoperation+networkmarketing
4.2Channelpolicy
Directstoresspecializeineighthorseproductsataunifiedprice;franchisedstorescanaddlocalteaproductsaccordingtolocalteapreferences,withaunifiedprice,andmemberscanenjoya9%discount.
4.3Locationofshops
Thecityisbusy,crowded,high-endentertainmentvenues,high-endcommunityhotels,administrativeunits,largesupermarketsorshoppingmallsnearthebottom.
5.BaMapromotionmode
5.1Mediapromotion
Televisionadvertising(notyetputon)content:
brandspokesperson,businessleaders,brandpositioning"businessetiquettetea";Newspaperadvertisingcontent:
brandimage,productconcept,productsellingpointcarrier:
industrymagazines,suchasTeaExpo;high-endmagazines,suchasXiamenAirlinesOutdooradvertisementcontent:
brandimagecarrier:
mainlyairportlightboxadvertisement,outdoorwalladvertisement,OptimusPrime;region:
mainlyinAnxiareatofacilitatethedirectdisseminationofinformationtotargetcustomersduringTeaExposition
Contentsofonlineadvertisements:
highlightsoffactsandinformationofaffiliation;carriers:
enterprisewebsites,newsportals,affiliationinvestmentwebsites;(Establishmentofindependentonlineshoppingmalls)Productbrochures:
enterprisebrandbrochures,productbrochuresofvariousseries,franchisebrochures,etc.
5.2Terminalextension
Theoveralltoneofthestorestyleismainlyblack,savingatmosphere,whichcombinesclassicalandmodernstyles.Shopdetailsteautensilsaremadeofgold-stampedwhiteporcelain,high-gradeluxury,paperdrawingsandotherdetailsarecustomizedbyBamabrand,andsomestoreshaveprivateroomsforteareceptionandchesscardleisure.
Shopassistantsdresslikestewardesses;Shopassistantsshowthe"EightHorses"cultureinshoppingguidance.
5.3Promotionandpromotion
1.Inadditiontotheunifiedpromotionalactivitiesatheadquarters,franchisestoresspontaneouslyorganizeactivities.2.Promotionactivitiesaremorediversifiedandtendtocommoditypromotion.3.Membershipcardpolicies,suchasbuyinganddonating,lottery,bonusexchange,membershipcard,etc.areasfollows:
one-timerechargeorconsumptionto3800yuan,93%discount;8800yuan,8.8%discount.
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