喀左陈醋的广告策划书

喀左陈醋的广告策划书 喀左陈醋策划书 前言 喀左陈醋，辽宁省喀左县特产，该产品采用古代秘方和传统酿醋工艺，利用深井矿泉水和优质高梁，固态发酵，加之上好的紫砂陶缸陈酿经年而成。陈醋不含任何防腐剂、冰酸醋。品味独特，入口绵软，甜酸爽口，回香醇厚，无杂邪味和刺激口感。陈醋含16种氨基酸，钙、锌、铁等无机物，葡萄糖和酯类香气，具备几十种生理调节功能以及降血脂血压，美容养颜，解毒杀菌，减肥长寿等保健功能。因此又有“营养醋”、“保健醋”之称。喀左陈醋多次被国家评为部优、省优，名列中国三大名醋。一(发展历史 喀喇沁左翼蒙古族自治县，简称喀左县，地处辽宁西部，大凌河 上游。因久远的历史文化，丰富的自然资源，独特的人文景观而被誉为“塞外明珠”。陈醋是喀左传统的民族工业之一。它创产于1669年(清康熙八年)，历史悠久。喀左县县政府所在地大城子镇原是蒙古族聚居之地。古称利州城。清康熙、雍正年间，山东、河北、山西等地遭受旱灾，大批汉民移居此地，把酿醋技术传到大城子，山西运家兄弟在大城子开办烧锅、酿酒、酿醋，渍制酱菜作坊，商号“大成裕”。1875-1908年间(清朝光绪年间成裕”。1875-1908年间(清朝光绪年间喀喇沁王，每年向宫廷进贡时，大城子陈醋被列为贡品之一，供皇宫御膳所用。故又称“贡醋”。从此大城子陈醋驰名关外，畅销临近府城，远销东北及中国各地。than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 据民国初凌源县志记载“渍菜:大城子咸菜，为县内有名之土产物，多以为馈赠品„„陈醋:皆能制之，而以大城子制者为佳” 一 市场调查分析 (一)营销环境的分析 1、调查说明 本次调查采用抽样调查、重点调查和典型调查相结合的方法。 主要有以下: (1)在商品销售的个别地区进行了抽样调查的方法对商品的 销售情况进行调查。我们分别在几个大型超市，零售店，以及几 个小饭馆进行调查。我们通过问答式的方法了解了该商品的销售 状况，购买人群以及商品的种类及商品的档次属性。 (2)对于其同等价位的竞争产品进行了粗略的了解。 (3)对该产品的生产地，制作工艺，原材料以及有何认证都 做了详细的调查。 (4)通过以上一系列的调查了解，我们了解了该产品发展的 状况及其潜在实力，以及消费者对其的口碑、评价。 2、商品营销环境 关于商品营销环境，我们分别对自然区位状况、交通条件、商业环境和发展等进行了调查。 喀左陈醋生产历史悠久，距今已有300多年的历史，乾隆和光绪年间曾被旗王府作为向朝廷进贡的贡品，故称为“贡醋”，是具有民族特色的地方产业。另据考证，元代初期，喀左民间就有作坊用大缸、坛子酿造than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 陈醋(民间有打破“醋坛子”的笑谈)，迄今已有一千多年的历史。喀左陈醋因色泽紫褐、酸甜适度、清香爽口、味浓醇厚、久贮不腐而享誉海内外，深受广大消费者的欢迎，与山西陈醋、镇江香醋齐名，为全国三大名醋之一。近几十年来，精制陈醋、御膳贡醋、礼品醋及姜醋、蒜醋等十几个产品，相继获得了省、市著名商标，部级、省级优质产品，国家级农业产业化龙头企业和消费者信得过产品等殊荣。最鼎盛时期，喀左县有大小陈醋企业28家，年产陈醋1.5万吨左右，主要在方圆200公里的区域内销售，也有少量销往国外，出口创汇。 悠久的历史，厚重的文化，传统的工艺，雄厚的生产基础，特别是选用含有多种矿物质的矿泉水，辽西优质红高粱，采用传统酿造技术，结合现代生物发酵技术精心酿制的喀左老陈醋，应该在市场竞争中占据绝对的优势。但是，近年来人们明显感到了喀左陈醋产业的停滞不前。据最新统计，全县现有14家陈醋生产企业，2008年，全县陈醋的年产量仅为9700吨，销售额1800万元，年缴纳税金240万元，产品基本上处于自然销售状态。 关于商品营销环境，我们分别对自然区位状况、交通条件、商业环境和规划发展等进行了调查。 喀左陈醋生产历史悠久，距今已有300多年的历史，乾隆和光绪年间曾被旗王府作为向朝廷进贡的贡品，故称为“贡醋”，是具有民族特色的地方产业。另据考证，元代初期，喀左民间就有作坊用大缸、坛子酿造陈醋(民间有打破“醋坛子”的笑谈)，迄今已有一千多年的历史。喀左陈醋因色泽紫褐、酸甜适度、清香爽口、味浓醇厚、久贮than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 不腐而享誉海内外，深受广大消费者的欢迎，与山西陈醋、镇江香醋齐名，为全国三大名醋之一。近几十年来，精制陈醋、御膳贡醋、礼品醋及姜醋、蒜醋等十几个产品，相继获得了省、市著名商标，部级、省级优质产品，国家级农业产业化龙头企业和消费者信得过产品等殊荣。最鼎盛时期，喀左县有大小陈醋企业28家，年产陈醋1.5万吨左右，主要在方圆200公里的区域内销售，也有少量销往国外，出口创汇。 悠久的历史，厚重的文化，传统的工艺，雄厚的生产基础，特别是选用含有多种矿物质的矿泉水，辽西优质红高粱，采用传统酿造技术，结合现代生物发酵技术精心酿制的喀左老陈醋，应该在市场竞争中占据绝对的优势。但是，近年来人们明显感到了喀左陈醋产业的停滞不前。据最新统计，全县现有14家陈醋生产企业，2008年，全县陈醋的年产量仅为9700吨，销售额1800万元，年缴纳税金240万元，产品基本上处于自然销售状态。 (二)费者的分析 在消费时代的今天，中年人对市场营销的影响越来越大，他们具有追求彰显个人本色的消费需求，各企业为了迎合中年人的消费心理，制定出针对性的、有效的广告营销策略，对当今广告营销界的面貌做出改进。在朝阳，中年消费者人口众多，也是所有企业竞相争夺的主要消费目标。因此，了解中年消费者的消费心理特征，将是能否打中年人消费市场的必经之路。根据朝阳市场的有关调查结果来看。喀左陈醋适合于不同的等级的人群，不论是工薪than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 阶层还是普通群众。都对喀左陈醋均有售出。大家对它有不同的喜爱程度。 其他消费者有以下几点分析: (1) 消费者购买力及消费水平 具调查，所以购买力及消费水平属于大众型，因这是生活必须品之一。这点可以从居民家庭生活费用支出、居民自我评价以及居民购买程度来讲，陈醋是饮食中不可缺少的调料。现在礼品中的佳品目前本地区大多数家庭收支情况为略有节余，在家庭条件进行调查的时候，有近一半的家庭认为属于中等，也有许都家庭认为属于下等和中等之间。总体而言，本地区居民收支略有节余，生活水平自我评价为 (2)消费者购物行为情况 当地居民购买主要是离家最近的商店、超市，也有些人选择去专门销售此类产品的场所购买，也有少数人则进行随意性选择商店。调查结果表明，消费者认为本地区现有的超市，能满足他们的主要购买需求喀左陈醋分为中，低两个档次，不同的价格适合不同的消费人群，因此能够达到满足的需求。 二、产品分析 1、产品特征分析 外观呈紫黑色，色泽浓艳，澄清透明，无任何人工色素。口感柔和，甜酸爽口，口味醇厚，无刺激性。久贮不腐，而且愈陈愈香。 富含多种人体必需的氨基酸、矿物质等营养成分，具有保健养生功能。喀左陈醋之所以与众不同，资质不凡，得益于它独特的原料、水源、酿具和酿造工艺。 than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 纯粮:喀左陈醋采用东北特产的优质高粱、玉米为原料。纯粮酿造，因不挥发酸含量相对高而无刺激性，口感较柔和，入口绵软还有回味;而使用冰醋酸兑制的醋，酸味重，有酸涩的刺激性口感，无任何营养价值，且对人体内脏及骨骼具有腐蚀作用。 良陶:“喀左”陈醋采用国内绝无仅有的“紫砂陶器陈酿”法。喀左县所产紫砂是高档陶制品原料，产于二迭系细砾岩之间，为紫色或绛紫粉砂质页岩及其风化物，平均含铁10%左右，可与宜兴紫砂媲美。陈醋便是由喀左紫砂陶器陈酿制成，因此富含多种微量元素。 香泉:喀左陈醋所用的水亦别具一格。喀左县大城子镇南有一口琉璃井，是天然矿泉。 2、产品品牌形象分析 (1)企业规模小。喀左陈醋没有形成完整意义上的产业集群。众多小企业的共存，已经形成了互相压价、恶性竞争的混乱局面，传统经营模式正面临着市场严峻的挑战。陈醋生产工艺陈旧，很多企业依旧采用传统的生产方式，生产能力低。在全县14家陈醋企业中，年产量超1000吨的仅有4家。在包装理念上落后，多数厂家使用回收的廉价二手瓶灌装，严重影响了外在形象，对消费者产生“低档醋”的误导。企业规模小，利润微薄，原始资金积累缓慢，制约了企业扩建和对外品牌宣传力度。 (2)产品知名度低。喀左陈醋历史悠久，文化底蕴深厚，但是由于宣传方式和宣传力度不够，在全国的知名度不高，即使在省内的部than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 分城市也鲜为人知。喀左陈醋的多数经营者缺乏品牌意识，只有名品没有名牌，在市场上没有让大家熟悉的品牌。再者是企业广告意识不强，宣传力度不够，舍不得在宣传品牌上投入资金。很多小企业的年利润不足十万元，很少有企业愿意拿出两三万元进行广告宣传。 (3)企业无序竞争。众多陈醋小企业内部无序竞争、不良竞争比较突出，为了抢市场份额，就互相拆台，竞相压价。通过调研可以看到，大部分企业平均每箱醋的售价在23至24元左右，利润也就2至3元，每瓶醋卖价一元左右，利润微薄。更低的还有卖17元多的，根本就没有利润。产品压价只能导致陈醋质量下降，损害消费者利益，影响喀左陈醋的声誉，外地市场逐渐萎缩，本地市场占有率也有下降趋势。 (4)市场覆盖面小。开拓市场投资较大，小企业之间的恶性竞争，导致多数企业放弃开拓市场计划。当前喀左陈醋的销售区域主要局限在朝阳、阜新、葫芦岛、锦州、赤峰、承德等周边地区。 3、产品定位分析 朝阳喀左陈醋是国内具有地域特色的产品，历史悠久，底蕴深厚，采用独特酿造技艺，积淀数百年生产经验生产而成。其甜酸爽口，味长醇厚，并且含有丰富的多种营养物质，非常适应东北和内蒙古地区的人群消费。2007年8月，朝阳市质监局完成了喀左陈醋渊源追溯、项目论证、制定和申报材料的起草工作。今年5月，喀左陈醋地than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 理标志产品保护通过国家质检总局的受理。7月，国家质检总局在北京召开喀左陈醋地理标志产品保护专家审查会议，今年9月，国家质检总局正式批准喀左陈醋为地理标志保护产品。 三、 企业和竞争对手的竞争状况分析 1企业在竞争中的地位 外地人眼里，能够代表喀左的， 只有陈醋。陈醋作为喀左金字招牌，本应是喀左最具可塑性的“品牌”之一。然而，陈醋却只具有朝阳的好醋的虚名，难有独步朝阳醋业江湖之实。这种无奈现实的延续已有不短的时间 近几年，喀左陈醋的发展的确是有所好转，而且，喀左陈醋产品越来越有区分度了，包装越发显得有“文化”了，醋饮料、醋疗液等产品也都面世了… 朝阳人不再是简单地卖“醋”了。然而，在横向比较中，喀左 陈醋的状况仍谈不上乐观，在“繁荣竞争”的背后，喀左陈醋企业在忍受行业微利甚至亏损、改制不完全等一些弊端。 2企业的竞争对手 1) 利州陈醋 选择该产品价格认为比较合理合理 2) 水塔老陈醋 人们会考虑其外观来买该产品 3) 紫林陈醋 人们用来自己食用认为味道好 than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 四、销售与广告分析 多年来“质量第一、信誉第一”，是喀左陈醋场传统经营方向。生产过程中把紧质量关，成品检验不合格，不准入库，更不准柜台出售。如果群众买回的醋，没有用完就发酵生霉，有多少保换多少，千方百计使顾客满意。真的做到了货真价实，不欺骗消费者。 喀左十年陈酿老陈醋在创业以来一直在喀左发展，没有突破全国市场，这样的情况是广大消费群体的没有充分了解所造成的，也有在广告方面的宣传力度不够大，在市场上的广告宣传很少，在电视灯箱方面也做的很微乎其微。这也是导致销售不理想的很重要的方面。在消费者心中没有植入广告语。 对于现在的销售现状，和广大消费者集中的群体，我们应适当改良旧包装，进行传统化的改装，更加符合消费者走亲访友的礼品需求，即美观大方，还能体现当地的文化风情。 经过一系列的市场情况调查，消费人群集中在中年人。为符合消费者需求，我们在包装上将更加传统化，理念化。 五、产品的市场销售现状 1)产品质量:将以品质为第一位,为消费者生产出放心的商品 2)价格定位:因此产品为高档产品，价格也会相对会有很大的差距 3)渠道策略:全国各地的大型超市、专卖店 4)认可程度:食醋的保健功能已被消费者广泛认可，但是很多消费者却不采用食醋保健，虽然有很多的原因，主要跟食醋的口感酸than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 也有很大关系。所以在此基础上制造差异化，提升消费者对产品的关注度，引发消费欲望才是销量提升的关键。 六、销售 基于 喀左陈醋的超市经营现状，我们的营销策划方案，采用低成本的“地面推广”手段，通过近距离接触消费者，取悦消费者，可有效提升消费者认可程度。方案主旨:以点带面，互推互动方案主题:“纯食品醋”“美容功效”，“保健功效”等概念 时间:7-9月份 地点:利群超市华王酿造专柜 促销产品:苹果醋、保健醋 促销产品定位:将大瓶苹果醋/保健醋的瓶贴重新设计制作，风格改变为时尚型保健功能饮品，淡化醋的概念，强化功能性保健饮料的概念。以全新的面貌进入市场，参与饮料的竞争。促销活动方式:销售推广活动+体验式消费。将苹果醋/保健醋按照1:8或1:10左右比例勾兑为可口的醋果汁，可在勾兑时适量增加甜度和少量食用色素，增强饮品本身的口感和色泽效果。在现场摆放一台透明的果汁机，将调配好的苹果醋/保健醋的液体盛放入果汁机，制作一批小号的一次性纸杯，在现场请消费者试品尝，引发消费者购买欲望。将苹果醋/保健醋两种产品捆绑到一起，做成促销装，可与糖厂合作，一并赠送than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 一份可供一次饮用添加的小包白糖或焦糖，其比例应与试饮的勾兑比例相同或接近;结合现场试饮，传递出对消费者亲切关注的理念， 促销员穿着印有 喀左陈醋的围兜，鸭舌帽等标志性的服饰，同时还可作为促销礼品赠送，通过促销活动，助推强化企业的品牌形象，提升品牌美誉度。 印刷一批宣传单张，主题为醋果汁的保健功能介绍，如何正确饮用醋果汁等内容，在超市附近或是主要路口发放，将原有的“醋”的酸味改变为酸酸甜甜“醋果汁”这样的功能性保健饮料概念。以区别同行业内其他竞争对手同样具有的“保健醋”概念。 可制作一支“醋果汁”保健功能介绍的专题片，专题片内应包括饮用方式介绍，消费者现身说法等内容，在销售现场摆放一台电视机，循环播放。 在销售现场为购买促销产品的顾客，赠送一份附有说明书的问卷，并请顾客将购买饮用后的意见、建议等内容反馈回来，以供喀左陈醋后续决策使用，问卷回收后，可采取抽奖的方式赠送给顾客一些小礼品等等，借此手段可深入巩固消费者的忠诚度，促成消费者重复购买。 双休日，在天成观门口举行演出促销活动，结合现场抽奖、互动品尝等相关活动，引起路人的兴趣，吸引路人到卖场购买以上活动组合进行，形成一种立体宣传效果，可在短时间提升产品和品牌的目标than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 受众认可度，直接促成单品的销售，并可。带动整个华王酿造系列产品的销售额提高。同时，针对于喀左陈醋目前的品牌现状，我们认为通过有效的富有冲击性的活动，以吸引公众的眼球，促成品牌知名度和认可度的二次提升，制造新的产品销售卖点。 现场活动可采用超常规的手段，利用食醋能够美容保健的概念，我们可在现场活动时，用演艺模特在现场进行醋浴，通过这种形式，可造成轰动效应，引发媒体炒作，这种活动的投资很少，但是广告效果确是很惊人的。通过这种类型的活动，可在很大程度上提升品牌知名度。介入公益活动，例如，某河流出现碱性污染，可将一定量的食醋倾倒入污染的河水，此期间，也需要通过媒体炒作，引发社会性范围的讨论，利用环境保护的概念，提升喀左陈醋的公益形象，塑造出富有社会责任感的企业品牌，促进消费者的品牌忠诚度。 八 设计定位 包装的整体理念:以传统文化。 文字:主要以“宁化府十年陈年老陈醋"为主打标题，将原有的设计进行改进和设计，使产品更加受消费者青睐。 图形:采用古老的插画形式，将山西宁化府酿造的过程影印在包装盒的表层。 色彩:使用中国传统的红?黄?黑，为外包装的主打色。 红色:红色是代表喜庆，和谐的色彩，是传统的中国色彩。吉祥又富有神韵，是大多数人群喜爱的颜色，同时也是现代时尚达人喜爱的色than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 彩，给人一种时尚感。 黄色:是古典皇室地位尊贵的象征，在中国古代是皇家专用色，以黄色为中间的衬底，更加突出它在人们心中的地位。 黑色，使人联想到墨，给人一种脱俗感。红?黄?黑恰当的搭配，产生雅而俗，却又不失地位的尊贵。 材料:考虑到环保，价位低廉。制作比较方便。从销售人群的考虑?厂家对包装价钱的定位和商品重量的需求。我们将选用纸板作为外包装材料。 九、广告预算 一、 确定广告投资多少 广告预算有多种，但我们依据喀左陈醋在朝阳市场具 体情况而定，组合采用营销情况而定，盈利预算法及竞争 市场预算进行规划确定在9月份广告投资为16000元。 二、 广告总预算 该预算分为三大部分，第一部分用于媒介传播5000 元，第二部分用于9月份开展组织的各项活动10000元， 第三部为机动费用1000元。 三、 广告的分类预算 1、 信息传播5000元，具体情况如下: 广告媒体费3000元 制作费500元 管理费500元 than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 人工费1000元 2、 活动费10000元，具体如下: 赞助公益活动5000元 赞助组织活动费3000元 场地费2000元 3、机动费1000元 十、效果预测、评估 售前:我们采用向消费者促销的方式 售中:利用媒介和非媒介一起向消费者介绍“山西宁华府老陈醋(十年陈酿) 售后:对广告效果进行整体评估中:利用媒介和非媒介一起向消费者介绍喀左陈醋。 than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 目录 前言 一、市场调查分析 (一)营销环境的分析 1、调查说明2、商品营销环境 (二)费者的分析 二、产品分析 1、产品特征分析 2、产品品牌形象分析 (1)企业规模小(2)产品知名度低(3)企业无序竞争(4)市 场覆盖面小 四、企业和竞争对手的竞争状况分析 1企业在竞争中的地2企业的竞争对手 五 销售与广告分析 六、产品的市场销售现状 七、销售方案 八 设计定位 九、广告预算 十、效果预测、评估 than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and 组长:李建虎 组员:李艳冰 田美晨 刘雪杰 杨文静 苏 佳 than ? 5mm; elevation deviation was less than ? 5mm work surface height difference is not more than 3mm on the one end to the other end; wrong tooth at the joint is less than 1mm. Side rail mounting: side rail installation take each side rail on two points. During the installation process, use tensioner to adjust the side rail. Side rail hole top center within the scope of the work is less than +2~-1mm, scope of work at a 4-to-2; wrong tooth less than 1mm at the joint work surface flatness 2mm lateral curvature RADIUS is less than ? 5mm sealing plate surface distortion is less than 1mm. Reinforcement process of adjustment is completed, in order to prevent tank deformation or displacement, welded tank side of the door, then welded reinforcing side, lap length is not less than 100mm. Door installation: the lintel the installation focuses on family Center sill plane distance h is less than ? 3mm; work surface flatness of less than 2mm; combination of surface dislocation is less than 0.5mm surface distortion is less than 1.5mm. Mode with the side rail. Grid slot bi-directional gate leaf on a car lift and lower grille blade adjustment is completed with pin connection, then try connecting rod. After you check the accessories complete the fastening, hanging out the bottom opening and closing test in still water as a whole. 8.2.3 tainter and hinge installation Setup: Pivot fixed bearing installation ? orbit stitching, alignment ? arm splicing, installation connected with the headstock ? ? ? welding door leaf side connecting plates welded, water seal installation ? clean, and wipe off. 8.2.3.1 hinge installation and