不良行为学生帮教记录

东阿阿胶桃花姬营销策划案 东阿阿胶 —桃花姬阿胶糕营销策划案 六组:吴海博，白立川，刘洋，徐玲 carried out; 4) for spring hangers (included simple spring, hangers and constant support hangers) it should also be recognized as setting and locking of loads. 5) check the surface quality, folded layering and without cracks, rust and other defects. 5) after completion of the test and control drawing number one by one, by series baled. Color alloy steel parts, the parts marking installation location and rotation about the direction you want. 7.3.14. hangers installation 7.3.14.1 hanger layout a. a clear design of hanger should be installed strictly in accordance with the drawings and designs shall not be installed wrong, missing, etc. B. own arrangement of piping support and hanger set and selection should be based on comprehensive analysis of general layout of piping systems; cold installation of steam pipe with particular attention reserved for compensation of thermal expansion displacement and orientation. C. support systems should be rational to withstand pipe loads, static load and incidental load; reasonable piping displacement; guaranteed under various conditions, stress are within the allowed range. Strength, stiffness, and meet requirements to prevent vibration and soothing water, without affecting the adjacent equipment maintenance and other piping installation and expansion. D. equipment connected to the interface to meet pipeline thrust (torque) limit requirements; increase the stability of piping systems to prevent pipeline ... C. welding elbow should be not less than 1.5 times the pipe diameter. D. Press elbow should be not smaller than the outside diameter of the pipe. 目录 一、公司概况................................................................................................................ 3 二、产品简介................................................................................................................ 3 三、SWOT分析 ........................................................................................................... 4 一、优势................................................................................................................. 4 二、劣势................................................................................................................. 4 三、机会................................................................................................................. 4 四、威胁................................................................................................................. 4 四、广告策略................................................................................................................ 5 一、广告目标......................................................................................................... 5 二、品牌规划策略................................................................................................. 5 三、目标市场战略................................................................................................. 6 四、产品定位策略................................................................................................. 6 五、广告策略......................................................................................................... 7 六、媒体策略......................................................................................................... 7 七、体验营销......................................................................................................... 7 1.5 times the pipe diameter. D. Press elbow should be not smaller than the outside diameter of the pipe. limit requirements; increase the stability of piping systems to prevent pipeline ... C. welding elbow should be not less thanque) maintenance and other piping installation and expansion. D. equipment connected to the interface to meet pipeline thrust (torStrength, stiffness, and meet requirements to prevent vibration and soothing water, without affecting the adjacent equipment range.load and incidental load; reasonable piping displacement; guaranteed under various conditions, stress are within the allowed ion of thermal expansion displacement and orientation. C. support systems should be rational to withstand pipe loads, static pensatsive analysis of general layout of piping systems; cold installation of steam pipe with particular attention reserved for cominstalled wrong, missing, etc. B. own arrangement of piping support and hanger set and selection should be based on comprehenot be .1 hanger layout a. a clear design of hanger should be installed strictly in accordance with the drawings and designs shall nparts, the parts marking installation location and rotation about the direction you want. 7.3.14. hangers installation 7.3.14teel rust and other defects. 5) after completion of the test and control drawing number one by one, by series baled. Color alloy sshould also be recognized as setting and locking of loads. 5) check the surface quality, folded layering and without cracks, carried out; 4) for spring hangers (included simple spring, hangers and constant support hangers) it2 一、公司概况 山东东阿阿胶股份有限公司前身为山东东阿阿胶厂，1952年建厂，1993年由国有企业改组为股份制企业。1996年成为上市公司，同年7月29日“东阿阿胶”A股股票在深交所挂牌上市，系国内最大的阿胶及系列产品生产企业。隶属央企华润集团。 东阿阿胶股份有限公司下辖一个核心公司，17个控股子公司，现有员工5666人，总资产59.80亿元(截止2013年底)，总市值300多亿元，2013年销售收入40.16亿元， 净利润12.2亿元 。 生产经营中成药、保健品、生物药、药用辅料、医疗器械等6大产业门类的产品百余种，阿胶年产量、出口量分别占全国的75%和90%以上;远销东南亚各国及欧美市场。 企业荣誉 “东阿”牌阿胶在全国阿胶厂家唯一3次荣膺国家金质奖、唯一荣获传统药“长城”国际金奖和“全国用户满意产品”称号;荣获上海世博会“千年金奖”;中华老字号全国唯一国家非物质文化遗产山东省中药现代化科技示范企业、“中国最具生命力的企业百强”行列，连续7次入围“中国最具发展力的上市公司50强”。连续四届蝉联中国药品品牌榜补益类第一名，第二届中国最具竞争力医药上市公司20强。东阿阿胶在国内十大补血品牌中“第一提及率、最常服用率、尝试率、品牌忠诚度等7项指标高居榜首。荣获全国中药行业排头兵，最佳雇主企业。 二、产品简介 桃花姬阿胶糕，是以阿胶、核桃和黑芝麻为主要原料，经过现代工艺精制而成的。针对有一定收入水平及生活品质追求的都市时尚女性、方便携带与食用的快速消费休闲食品，包装时尚，食用方便，唇齿留香，已经成为都市白领养颜滋补的首选佳品 。 全唐诗?宫词补遗 暗服阿胶不肯道， 却说生来为君容。 阿胶糕的前世今生 得益于杨贵妃及《全唐诗?宫词补遗》，阿胶在杨美人之后逐渐成为世人青睐的养颜圣品，但鉴于其在唐宋的“高端”地位，寻常的大户人家也只能求而不得，辗转反侧。直至元朝，阿胶的地位才有所松动，流传至皇宫之外。 未尝想到的是，从宫里到宫外的这一小步，却也成就为桃花姬千年之旅的一大步。一时间，阿胶养颜之术蔚然成风。有能力觅得阿胶的大户人家们，开始精研起阿胶的各种食用方法。而在这之中，有一种方法最为富贵太太和千金小姐们所乐此不疲，以至于在元曲四大家之一的白朴笔下，都将其广为传唱，并形成《秋夜梧桐雨之锦上花》诗篇:“阿胶一碗，芝麻一盏，白米红馅蜜饯，粉腮似羞，杏花春雨带笑看，润了青春，保了天年，有了本钱。” elbow ity of piping systems to prevent pipeline ... C. welding elbow should be not less than 1.5 times the pipe diameter. D. Press d expansion. D. equipment connected to the interface to meet pipeline thrust (torque) limit requirements; increase the stabilion anents to prevent vibration and soothing water, without affecting the adjacent equipment maintenance and other piping installatisplacement; guaranteed under various conditions, stress are within the allowed range. Strength, stiffness, and meet requiremping dnd orientation. C. support systems should be rational to withstand pipe loads, static load and incidental load; reasonable pitems; cold installation of steam pipe with particular attention reserved for compensation of thermal expansion displacement ang sysrrangement of piping support and hanger set and selection should be based on comprehensive analysis of general layout of pipishould be installed strictly in accordance with the drawings and designs shall not be installed wrong, missing, etc. B. own aanger ocation and rotation about the direction you want. 7.3.14. hangers installation 7.3.14.1 hanger layout a. a clear design of hof the test and control drawing number one by one, by series baled. Color alloy steel parts, the parts marking installation letion nd locking of loads. 5) check the surface quality, folded layering and without cracks, rust and other defects. 5) after compl) for spring hangers (included simple spring, hangers and constant support hangers) it should also be recognized as setting acarried out; 43should be not smaller than the outside diameter of the pipe. 三、SWOT分析 一、优势 1.地域心智资源:《本草纲目》载:“阿胶，本经上品，弘景曰:„出东阿，故名阿胶?”。公司地处阿胶发源地东阿县，拥有国家原产地标记注册认证及国内阿胶行业唯一代性传承人资格。 2.垄断性水资源:阿地下水独特，系泰山、太行山两山山脉交汇的一股地下潜流，“性趋下、清而重”, 比重高达1.0038，并融入20余种益于人体健康的微量元素及矿物质。用此水熬制阿胶，分子量小、纯度高、利于去杂提纯和药性发散。《水经注》、《梦溪笔谈》等大量典籍多又论道。 3.核心技术优势:以国家级技术开发中心、博士后流动工作站、山东省阿胶工程技术研究中心三大科研平台整合国内30余家知名科研院校科技资源，保证了公司持续拥有超强核心竞争力。 4.驴皮资源掌控:九大养驴示范基地、三大肉驴屠宰加工厂覆盖全国主要传统养驴区，在涵养资源的同时，掌控全国驴皮资源90%以上，成为名符其实的稀缺资源垄断型企业。 二、劣势 1.原材料驴皮资源的紧缺:作为一家掌握“稀缺资源”的上市公司，东阿阿胶正是靠着前端的原料优势与终端的产品优势，成就了阿胶行业的支配地位。不过，原料也是东阿阿胶无法绕过去的关口。阿胶市场需求以每年增长30%的速度增长,但是我们国家驴的存栏量却以每年3.5%的速度递减,现在整张驴皮每吨价格已飙升至5万元以上，进口驴皮达到8万元以上。 2.营销渠道有些不足:分销渠道的短板。一直以来采用三级销售模式即批发商—经销商—零售商。理论上只有三层，实际上分销链要长的多，连零售都分为三个层次药店，超市，百货商场。层次不清的批发网络也造成了价格上的混乱。 三、机会 1.随着生活水平的不断提高，人们“关注健康”的理念愈发的深入人心，对自身身体的健康日益的关注。 2.由于桃花姬更符合现代都市女性的需求， "美容食品"、"休闲零食"， "方便、即食"的特点更加突出，借助公司品牌影响力未来有望在全国市场实现突破。 四、威胁 1.同行业的竞争压力 :福牌阿胶现在福胶的销量越来越大,在渠道上与东阿阿胶的正面冲突 Strength, stiffness, and meet requirements to prevent vibration and soothing water, without affecting the adjacent equipment range.load and incidental load; reasonable piping displacement; guaranteed under various conditions, stress are within the allowed ion of thermal expansion displacement and orientation. C. support systems should be rational to withstand pipe loads, static pensatsive analysis of general layout of piping systems; cold installation of steam pipe with particular attention reserved for cominstalled wrong, missing, etc. B. own arrangement of piping support and hanger set and selection should be based on comprehenot be .1 hanger layout a. a clear design of hanger should be installed strictly in accordance with the drawings and designs shall nparts, the parts marking installation location and rotation about the direction you want. 7.3.14. hangers installation 7.3.14teel rust and other defects. 5) after completion of the test and control drawing number one by one, by series baled. Color alloy sshould also be recognized as setting and locking of loads. 5) check the surface quality, folded layering and without cracks, carried out; 4) for spring hangers (included simple spring, hangers and constant support hangers) it41.5 times the pipe diameter. D. Press elbow should be not smaller than the outside diameter of the pipe. limit requirements; increase the stability of piping systems to prevent pipeline ... C. welding elbow should be not less thanque) maintenance and other piping installation and expansion. D. equipment connected to the interface to meet pipeline thrust (tor 在增多,其让利渠道的策略在一定程度上削弱了东阿阿胶的议价能力,无疑对其渠道管理提出了更高的要求。如果不未雨绸缪,目前的市场份额未来有被恶性蚕食的可能.还有湖南九芝堂，国胶堂，贡胶堂，东方阿胶及其本地的大大小小的阿胶厂。 2.假冒伪劣的存在:市场存在较严重的假冒伪劣对正品阿胶的市场体系有较大冲击，而且大大损害了企业的形象。 四、广告策略 一、广告目标 (一)企业提出的目标 吸引更多的白领女性尝试桃花姬，巩固消费者对桃花姬的品牌忠诚度。 (二)根据市场情况可以达到的目标 1、宣传桃花姬滋阴养血、润燥、美容养颜、增强免疫力的功效。 2、大力宣传“桃花姬”品牌，加深人们对品牌的概念。 3、深入开发女性白领市场，使吃桃花姬成为一种时尚。 二、品牌规划策略 (一)广告实施的阶段 以桃花姬“吃出来的美丽”为核心，以白领女性为主要目标群体，实施目标战略。 2014年至2018年 实施品牌战略，向更多的人推荐桃花姬，主要在白领女性中推广，为桃花姬品牌开拓市场。宣传桃花姬美容养颜的特效。 2018年至2022年 品牌文化战略 受众目标主要是拥有一定文化水平，向固有受众宣传桃花姬的文化内涵。 2022年以后 品牌开拓战略 针对同产品的优势与不足，加强自己品牌的质量与品牌定位。 (二)以品牌经营为核心的长期营销策略 将桃花姬定为“吃出来的美丽”，加大针对核心理念的经营，大力宣传产品，发展潜在客户，留住固有客户。 (三)品牌规划策略 独有的历史文化 桃花姬与江浙沪一带常年流行的传统零食阿胶糕为同一产品。其主要成分有:阿胶、核桃、芝麻、黄酒、明胶等，具有养颜美容、增强免疫力的功效。 《秋夜梧桐雨之锦上花》中有云:阿胶一碗，芝麻一盏，白米红馅蜜饯。粉腮似羞，杏花春雨带笑看。润了青春，保了天年，有了本钱。这便是桃花姬独有的历史气息 桃花姬=健康+美丽 美丽可以用各种高档化妆品“修饰”出来，但是健康的美丽却只有桃花姬能够带给你，吃出来的美丽，让你与众不同。 有个性的美丽 吃桃花姬，是爱美的白领女性的首选，这会是一种流行，一种时尚。 ion anents to prevent vibration and soothing water, without affecting the adjacent equipment maintenance and other piping installatisplacement; guaranteed under various conditions, stress are within the allowed range. Strength, stiffness, and meet requiremping dnd orientation. C. support systems should be rational to withstand pipe loads, static load and incidental load; reasonable pitems; cold installation of steam pipe with particular attention reserved for compensation of thermal expansion displacement ang sysrrangement of piping support and hanger set and selection should be based on comprehensive analysis of general layout of pipishould be installed strictly in accordance with the drawings and designs shall not be installed wrong, missing, etc. B. own aanger ocation and rotation about the direction you want. 7.3.14. hangers installation 7.3.14.1 hanger layout a. a clear design of hof the test and control drawing number one by one, by series baled. Color alloy steel parts, the parts marking installation letion nd locking of loads. 5) check the surface quality, folded layering and without cracks, rust and other defects. 5) after compl) for spring hangers (included simple spring, hangers and constant support hangers) it should also be recognized as setting acarried out; 45should be not smaller than the outside diameter of the pipe.elbow ity of piping systems to prevent pipeline ... C. welding elbow should be not less than 1.5 times the pipe diameter. D. Press d expansion. D. equipment connected to the interface to meet pipeline thrust (torque) limit requirements; increase the stabil 三、目标市场战略 (一)企业原来市场的观点与评价 我国南方有悠久的自制固元膏的习惯，桃花姬顺应社会潮流，省却用户自制的麻烦，真空包装，便于携带，迎合年轻时尚女性的消费方式，既是零食，也是养颜保健的功能食品。 桃花姬产品包装定位时尚，体现历史传承和现在潮流，是很好的礼品。 桃花姬系出名门，是固元膏市场的领导品牌。 适合网购潮流，团购热烈，好评如潮，就是良好的开端。 桃花姬是传统阿胶保健品化，零食化，礼品化的典型代表，从世界范围的历史角度看，这是药企做大做强的有效途径。 (二)市场细分 保健品:人们只有有生病了才需购买治疗性药物，而非治疗性的补充剂产品，是提供给为健康人保健的产品;消费人群基数大，市场容量大，领导品牌就能产出最大销量。 保健零食:既是功能食品，具有保健作用，而又是口感很好的零食，消费数量自然会放大。 保健礼品:市场中商品采用的送礼诉求，屡试不爽。价格自然就可以定位高一些。 (三)市场细分分析 1、市场潜力 据我们所做调查的出，白领女性购买保健品的概率为偶然购买的是64.53%，经常购买的为33.33%，说明保健品市场很大，有巨大的发展潜力。 2、销售终端 据调查得出，大多数人在超市与便利店购买保健品，因此要在卖场开辟专柜，进行宣传促销活动。 ，产品购买率 3 据调查得出，购买阿胶的概率为12.39%，阿胶糕市场有无限潜力，桃花姬定位准确高端，长期发展，会成为行业佼佼者。 4，桃花姬品牌推广度 据图表可知63.68%的人不知道桃花姬，因此桃花姬紧要任务是，大力发展品牌战略，扩大品牌知名度，宣传品牌价值。 5，桃花姬受众定位 据调查得知，桃花姬受众学历基本上为本科学历以上，文化水平比较高。因此定位要高端一些。 (四)企业的目标市场策略 从以上分析可得出，选择对既是保健品又是保健礼品的桃花姬感兴趣的白领女性进行营销，可以巩固并拓展市场。 四、产品定位策略 (一)对企业以往的定位的策略与评价 东阿阿胶将紧紧围绕新产品开发立项信息来源于市场，坚持市场定位的基础性原则，以市场确定研发资源和能力配置的方向和范围，按照国家相关法律法规和，以中药、保健食品、生物工程药新产品为研发重点，大力开发中药、保健食品新产品、将生物工程药培育成公司主导产业。 立足市场，针对目标，发展客户。十年之内，必为行业之首。 61.5 times the pipe diameter. D. Press elbow should be not smaller than the outside diameter of the pipe. limit requirements; increase the stability of piping systems to prevent pipeline ... C. welding elbow should be not less thanque) maintenance and other piping installation and expansion. D. equipment connected to the interface to meet pipeline thrust (torStrength, stiffness, and meet requirements to prevent vibration and soothing water, without affecting the adjacent equipment range.load and incidental load; reasonable piping displacement; guaranteed under various conditions, stress are within the allowed ion of thermal expansion displacement and orientation. C. support systems should be rational to withstand pipe loads, static pensatsive analysis of general layout of piping systems; cold installation of steam pipe with particular attention reserved for cominstalled wrong, missing, etc. B. own arrangement of piping support and hanger set and selection should be based on comprehenot be .1 hanger layout a. a clear design of hanger should be installed strictly in accordance with the drawings and designs shall nparts, the parts marking installation location and rotation about the direction you want. 7.3.14. hangers installation 7.3.14teel rust and other defects. 5) after completion of the test and control drawing number one by one, by series baled. Color alloy sshould also be recognized as setting and locking of loads. 5) check the surface quality, folded layering and without cracks, carried out; 4) for spring hangers (included simple spring, hangers and constant support hangers) it (二)产品定位策略 桃花姬主要定位为针对白领女性销售的美容养颜保健佳品。核心定位“吃出来的美丽”。同行业产品定位略显低端，因此桃花姬定为应该是针对白领女性的高端食品。 五、广告策略 平面广告 户外平面广告 海报平面广告 影视广告(如:甄嬛传) 六、媒体策略 电视广告投放:湖南卫视 上海卫视 网络栏目广告:爱奇艺《我是大美人》乐视《美丽俏佳人》 户外广告:公交车候车厅 地铁广告 客户端广告:开发桃花姬APP，与客户互动 车体广告:出租车后座触屏广告 杂志广告:《瑞丽》《昕薇》 七、体验营销 桃花姬巡展活动现场 据悉，该活动有效覆盖了上海约400个高档写字楼的上百万人群，并借助微博线上活动，与目标人群之间进行充分的互动沟通，使桃花姬成了为都市美丽新“食尚”的代名词。 “占领”高档写字楼，精准锁定人群 定位于高端美容食品的桃花姬来说，高档写字楼内的白领正是其最主力的目标消费人群，桃花姬此次主动出击高端写字楼，正是转“坐销”为“行销”。 跨线互动，让楼宇巡展“动”起来 参与者现场拍照参与“桃花Lady”海选 7should be not smaller than the outside diameter of the pipe.elbow ity of piping systems to prevent pipeline ... C. welding elbow should be not less than 1.5 times the pipe diameter. D. Press d expansion. D. equipment connected to the interface to meet pipeline thrust (torque) limit requirements; increase the stabilion anents to prevent vibration and soothing water, without affecting the adjacent equipment maintenance and other piping installatisplacement; guaranteed under various conditions, stress are within the allowed range. Strength, stiffness, and meet requiremping dnd orientation. C. support systems should be rational to withstand pipe loads, static load and incidental load; reasonable pitems; cold installation of steam pipe with particular attention reserved for compensation of thermal expansion displacement ang sysrrangement of piping support and hanger set and selection should be based on comprehensive analysis of general layout of pipishould be installed strictly in accordance with the drawings and designs shall not be installed wrong, missing, etc. B. own aanger ocation and rotation about the direction you want. 7.3.14. hangers installation 7.3.14.1 hanger layout a. a clear design of hof the test and control drawing number one by one, by series baled. Color alloy steel parts, the parts marking installation letion nd locking of loads. 5) check the surface quality, folded layering and without cracks, rust and other defects. 5) after compl) for spring hangers (included simple spring, hangers and constant support hangers) it should also be recognized as setting acarried out; 4