伊利金典有机奶整合营销策划

伊利金典有机奶整合营销策划 伊利金典有机奶整合营销策划 一、广告环境分析 ,一,牛奶行业现状 ,二,宏观环境分析 ,三,微观环境分析 二、广告战略制定 ,一,广告战略目标设计 ,二,广告战略对象策划 三、 广告主题创意 ,一,广告主题 ,二,广告创意 四、广告诉求策略 五、广告媒体策划 六、广告时空策划 ,一,广告时间策划 ,二,广告空间策划 七、广告预算安排 八、广告效果预测 九、整合营销活动策划 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 一、广告环境分析 ,一,牛奶行业现状, 奶行业是中国的朝阳产业,近年来,随着我国国民经济的不断发展,人民生活水平日益提高,家庭的膳食结构得到普遍改善,对乳制品的消费量呈明显上升趋势。于是乳制品的生产和销售也取得了较好的业绩,并且液体乳生产大幅度增长,整个行业经济效益明显提高。根据 《2007-2008年中国乳制品市场调查与投资咨询研究》显示,未来的 5-10年内行业收入将保持20,以上的增长速度,但区域性品牌面临的竞争压力将增大。同时也出现了各种不同的品牌,比如伊利,蒙牛,三元,雅士利等等。《中国食物与营养发展纲要(2001-2010)》明确指出,到2010年,城市居民人均奶类消费32千克,农村居民人均7千克。如果实现了这个目标,2010年之后奶类还有一倍的增长空间。因此中国乳品行业在今后较长时期内都将处于不断增长阶段。 ,二,宏观环境分析 1.自然环境分析 伊利公司的总部在内蒙古呼和浩特,呼和浩特地处北纬 39.58—41.36 度的地理位置,正好处于世界上公认的饲养奶牛带上,天然无污染的内蒙古大草原,适宜的自然环境,富饶的天然牧场,悠久的奶牛饲养历史,使呼市发展奶牛养殖业具有得天独厚的地理和气候优势,生产出世界上最优质的乳制品。据介绍,呼和浩特市目前的牛奶产量占全国总产量的17%,是全国产奶not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 量最大的地级市和最大的乳业生产基地。得天独厚的自然环境为伊利的发展提供了有利的条件。 伊利的牧场处在全球公认的最优奶源带上,而金典奶的原料奶,更是源自于伊利顶级现代化的优质天然牧场园区,园区内可享受全天候的防疫和技术等服务。奶牛全部精选自世界公认的优质奶牛种群。伊利专为奶牛精心选配的饲料确保奶牛营养均衡,健康生活。而原料奶进厂后,在投入正式生产前,还需经过严格的检验、精心筛选方可投入使用。保证在新鲜度、微生物、原奶干物质等各项技术指标的检验远高于普通纯牛奶。 2.政治法律环境分析 奶业是惠及到全国13亿人口的重要产业,在党中央和国务院领导的重视和关怀下,国家出台了一系列扶持奶业发展的产业政策。国务院先后出台了《中国食物与营养发展纲要(2001—20l0 年)》《国务院办公厅关于加强液态奶、生产经营管理的通知》(国办发明电[2005]24 号)、《国务院关于促进奶业持续健康发展的意见》(国发[2007]31 号)和《乳品质量安全监督管理条例》,最近连续几年的中央1号文件,也有一系列关于奶业的扶持政策。各有关部委分别11台了《奶业整顿和振兴规划纲要》、《乳制品工业产业政策》、《生鲜乳生产收购管理办法》、《关于进一步加强液态奶监管工作的通知》等相关奶业政策法规,同时颁布了—系列国家和行业的奶业标准。以上产业政策明确了奶业的地位,发展奶业的指导思想和战略任务,明确了从牛奶生产、乳品加厂到not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 市场消费各环节的重点措施,明确了发展奶业的各项优惠政策,如加大奶牛良种补贴力度,实施后备母牛补贴政策,对奶牛养殖农户购置牧业机械和挤奶机给予补贴,建立奶牛政策保险,对乳品企业收购原料奶贴息贷款补贴等,这些政策为奶业发展提供了有力保证。 ,1,食品法规—液态奶生产备案制度 9月20日,国家质检总局发出紧急通知,紧急部署各级质量技术监督部门认真贯彻落实《国务院办公厅关于进一步加强液态奶生产经营管理的通知》,国办发明电[2005]24号,以下简称《通知》,。质检总局要求各级质量技术监督部门务必从维护广大消费者和农牧民合法权益,维护我国奶业健康发展的高度出发,深刻领会国办《通知》精神,立即采取有力措施,认真落实国办《通知》各项要求,切实加强液态奶生产加工监督管理工作。要求各级质量技术监督部门继续把奶制品作为食品安全专项整治工作的重点产品,切实加强领导,狠抓落实,做到责任到人,监管到位,务求短期内取得实效。 质检总局要求各级质量技术监督部门严格按照国办《通知》规定,认真做好液态奶生产备案工作。主要内容包括,一是备案范围包括所有在液态奶生产加工中使用复原乳的生产加工企业,各级质量技术监督部门要督促企业依法积极、主动、及时备案。二是备案内容包括乳粉的进口数量,进货数量、质量、产地及其生产企业,使用复原乳生产加工液态奶的投产时间和生产周期,not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 使用复原乳生产加工液态奶的产量,每批液态奶成品中复原乳所占的比例,使用复原乳生产加工的液态奶的销售区域等信息,备案内容要客观、真实、具体。三是未经备案不得生产,所有企业在使用还原乳生产液态奶前,必须到各地质量技术监督部门领取《使用还原乳生产液态奶备案表》,如实填写,加盖公章,及时交当地质量技术监督部门备案,企业备案信息发生变化的,应自变化之日起15日内重新备案。四是做好与食品质量安全市场准入制度的衔接,未经备案的不予颁发食品生产许可证,已经获证的,督促企业在《通知》发布之日起30日内尽快完成备案。五是加强生产备案制度的监督管理,对违反生产备案制度规定的,严格按照有关法律法规从严处罚,六是省级质量技术监督部门要及时汇总本辖区实行生产备案制度的统计信息,切实掌握本辖区执行生产备案制度的落实情况。 ,2,新乳品安全国家标准 2010年3月,卫生部在其网站上发布通告,公布了《生乳》,GB19301-2010,等66项新乳品安全国家标准,并对新的乳品安全国家标准情况进行解读,认为通过清理完善,新的乳品安全国家标准基本解决了现行乳品标准的矛盾、重复、交叉和指标设置不科学等问题,提高了乳品安全国家标准的科学性,形成了统一的乳品安全国家标准体系。突出安全性要求新的乳品安全国家标准包括乳品产品标准15项、生产规范2项、检验方法标准49项。与以往乳品标准比较,新的乳品安全国家标准有以下特not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 点, 一是体现《食品安全法》的立法宗旨,突出安全性要求。食品安全国家标准属于技术性法规,新的乳品安全国家标准严格遵循《食品安全法》要求,突出与人体健康密切相关的限量规定。 二是以食品安全风险评估为基础,兼顾行业现实和发展需要。乳品安全国家标准以食品安全风险监测和评估数据为依据,确保标准的科学性,同时注重听取行业主管部门和协会意见,充分考虑我国乳品行业实际情况,确保标准的实用性。 三是整合现行乳品标准,扩大标准的覆盖范围。乳品安全国家标准整合了以往乳品标准中的强制性规定,在减少标准数量的同时,提高了食品安全国家标准的通用性和覆盖面,避免标准间的重复和交叉。 四是与现行法规和产业政策相衔接,确保政策的连续性和稳定性。乳品安全国家标准对规范乳品产业健康发展具有十分重要的意义。 在制定标准的过程中,对与食品安全要求非直接相关的有关规定,尽量予以保留并注意其衔接。根据标准修改情况、对生产工艺的影响和实施难度,卫生部分类确定了新乳品安全国标的具体实施时间,《生乳》,GB19301-2010,和《生乳相对密度的测定》,GB5413.33-2010,等检验方法标准自2010年6月1日起实施,《巴氏杀菌乳》,GB19645-2010,等乳品产品标准和《乳制品良好生产规范》,GB12693-2010,等生产规范标准自2010not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 年12月1日起实施,《婴儿配方食品》,GB10765-2010,等婴幼儿食品安全标准自2011年4月1日起实施。 仅在《生乳》中设置药残指标。新乳品国标中,仅在《生乳》标准中设置了农药残留限量和兽药残留限量条目,规定农药残留量应符合GB2763及国家有关规定和公告,兽药残留量应符合国家有关规定和公告。《生乳》中明确,生乳是指从符合国家有关要求的健康奶畜乳房中挤出的无任何成分改变的常乳,产犊后七天的初乳、应用抗生素期间和休药期间的乳汁、变质乳不应用作生乳。卫生部解读一文指出,农兽药残留主要来自饲料和养殖环节,目前国际食品法典委员会和相关国家仅在生乳中设置农兽药残留规定,不在乳制品中设置上述要求。我国参照国际组织和多数国家做法,仅在《生乳》中设置农兽药残留规定,具体按照现有农药残留标准和国家有关规定、公告执行。乳品产品标准规定所用生乳原料应符合《生乳》标准。记者从《食品中农药最大残留限量》,GB2763-2005,中查阅到,牛乳中滴滴涕再残留限量为0.02毫克/千克,六六六再残留限量为0.02毫克/千克,林丹最大残留限量为0.01毫克/千克。农业部发布的《无公害食品生鲜牛乳》,NY5045-2001,中,对六六六、滴滴涕、马拉硫磷、倍硫磷、甲胺磷5种农药以及抗生素指标均做出了规定。 不再设置三聚氰胺相关规定新的乳品安全国标中,不再设置三聚氰胺相关规定。2008年10月7日,卫生部、工业和信息化部、农业部、工商总局、质检总局联合发布公告,公布了三聚氰not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 胺在乳与乳制品中的临时管理限量值,其中,液态奶,包括原料乳,中三聚氰胺的限量值为2.5毫克/千克。公告还指出,三聚氰胺不是食品原料,也不是食品添加剂,禁止人为添加到食品中。2008年,卫生部会同有关部门开展打击违法添加非食用物质和滥用食品添加剂的专项整治行动中,就向社会公布了四批可能违法添加的非食用物质和易被滥用的食品添加剂“黑名单”,其中在食品中可能违法添加的非食用物质名单,第一批,中就包括三聚氰胺及其检测方法。 3.人口环境分析 从人口环境来看,我国是世界上人口最多的国家,2000年的人口达到13亿之多,据预计到21世纪中期,我国的人口将达到16亿。这为乳品销售提供了庞大的市场容量。 ,1,人口老龄化。预计至2050年,60岁以上人口将从现在的7.39亿增长至20亿。由此可见,老龄人群蕴藏着巨大商机 。 ,2,城市化。随着人们不断地从乡村涌向城市,目前城市人口已占全球总人口的半数以上,而未来90%的人口增长将来自城市。城市居民既有意愿也有能力支付包装牛奶以及高附加值的液态乳制品。 ,3,日益壮大的新兴中产阶级。世界银行报告显示,在贫富差距不断拉大的同时,将会有更多的人跻身中产阶级行列,预计到2030年,全球中产阶级人数将从2000年的4.3亿跃升至15亿。中高端乳业产品将会占据较大的市场份额。 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 4.经济环境分析 改革开放以来,我国经济得到了长足的发展,经济总量迅速增大,GDP由1978年的3624.1亿元增长到2012年的519322亿元。2012年我国城市居民家庭人均可支配收入稳步增长,人均可支配收入24565元。农村居民家庭纯收入也稳步增长,去年农村居民人均纯收入7917元。居民收入的增加使得居民有能力把消费用于温饱之外,更加关注健康、营养,为牛奶消费奠定了基础。 2010年上半年,全国100头以上奶牛存栏占全国的28.48%,比2008年提高了8.7个百分点。奶站管理逐步规范,生鲜乳质量安全水平显著提高,截止2010年6,奶站清理工作已经全部完成,全国现有生鲜乳收购站13503个,比整顿前减少6890个,机械化挤奶站的比例达到87,比清理整顿前提高36个百分点。2010年前三季度牛奶产量2369吨,同比增长2.6%。乳制品产量恢复增长,企业效益增幅减缓,2010年1-8月,销售收入500万以上的规模乳制品加工企业销售收入1200.87亿元,同比增长18.0%,利润总额59.48亿元,同比减少1.0%,利润率仅为5.0%。全国规模以上乳品企业共有823家,其中亏损企业191家,占23.2%。2010年前三季度,全国36个大中城市居民人均乳制品消费量18.1千克,同比减少4.7%。乳制品进口大幅增长,2010年1-9月我国进口乳制品54.26万吨,价值14.37亿美元,分别比去年同期增长23.9%和not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 95.9%,进口平均单价为2648.5美元/吨同比上涨58.1%。 中国乳制品行业环境 中国乳制品工业协会公布的行业数字显示,2009年,全国规模以上乳制品企业工业总产值累计1650.2亿元,同比增长12.38%,乳制品总产量1935.1万吨,同比增长12.88%。 4月26日,中国乳业龙头伊利股份发布2010年一季报称,其营业收入达到70.14亿元,增幅37%,净利润达1.25亿元。此前不久,北京三元交出了全面接手三鹿后的首份成绩单,虽然因为整合三鹿资产后市场投入急剧增加而导致亏损1.28亿元,但其营业收入达到23.8亿元,较去年同期14.1亿元增加9.7亿元,增幅高达68.3%。光明乳业的年报显示,去年实现营业收入79.43亿元,同比增8%,其中主营业务收入77.2亿元,同比增7.2%,净利润1.89亿元,实现扭亏为盈。而在2008年,受行业危机影响,光明乳业亏损达3.19亿元。中国的乳业已度过三聚氰胺所造成的行业危机,进入快速恢复发展期。 5.技术环境分析 在乳品生产方面,越来越多的企业采用高新技术来发展乳品的内涵,乳制品具备了更多的功能,如增强免疫功能的乳品,补钙的乳品等等。在乳品包装材料科学技术是第一生产力。科学技术在乳品业发展过程中一直发挥着重要的作用。在奶源基地的建设方面,科学技术主要用于牧草的良种选育、培育优良的奶牛、用科学的方法饲养奶牛,对奶牛疾病的预防和治疗方面,由于采not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 用了先进的杀菌和包装技术,保证了牛奶的长期保鲜和远途运输的需要,使乳品业由以奶粉为主的产品结构向液态奶为主的方向发展。 乳制品行业标准 ,1,感官标准 项目 标准 色泽 呈均匀一致的浅黄色或乳黄色,不夹杂红色、绿色 或其他异常着色。 滋味、气味 微苦,具有牛初乳特有的腥味和奶香味,无其他异 味 组织状态 呈均匀粘稠的胶态液体,无沉淀、无凝块、无肉可 见杂质 ,2,理化标准 项目 大小 标准 一级 二级 三级 蛋白质,%, ? 6.5 5.5 5.0 免疫球蛋白,mg/ml, ? 12.0 脂肪,%, ? 4.5 非脂乳固体,%, ? 9.5 酸度,?T, ? 60 密度,d4 ?º, ? 1.034 杂质度,mg/kg, ? 4 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project (3)卫生标准 项目 大小 标准 汞(以Hg计,mg/kg) ? 0.01 砷(以As计,mg/kg) ? 0.2 铅(以Pb计,mg/kg) ? 0.05 铬(以Cr计,mg/kg) ? 0.3 硝酸盐(以NaNO计,mg/kg) ? 11.2 亚硝酸盐(以NaNO计,mg/kg) ? 0.2 黄曲霉毒素,mg/kg, ? 0.5 六六六,滴滴涕,mg/kg, ? 0.1 倍硫磷,mg/kg, ? 0.01 甲胺磷,mg/kg, ? 0.2 马拉硫磷,mg/kg, ? 0.1 抗生素 ? 不得检出 菌落总数,cfu/ml, ? 500000 6.社会文化环境分析 从社会文化角度看,中华民族以“崇尚勤俭节约,主张谨慎消费,反对浪费”为核心的传统消费文化。人们逐渐形成了喝奶有益健康的共识。中国人喝奶的习惯在渐渐地形成,居民的保健意识在逐渐增强。这种文化现象为中国乳品产业提供了巨大的发展空间。从市场占有率角度来看,国内乳品人均占有量在10公斤左右,只相当与世界人均消费的7%。说明我国的乳产品生产、not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 消费还不能满足人民生活水平不断提高的需求,也说明我国乳业市场发展空间巨大,将会成为区域经济新的增长点和农民增收的新途径。 目前,随着全球消费者对自身健康问题的日益关注,原生态和回归自然的生活态度逐渐被提上日程。据相关数据表明,在西方的一些发达国家,纯天然、无污染、高品质的有机食品已经成为新的产业热点和消费热点。 ,三,微观环境分析 1.企业环境分析 ,1,企业规模 内蒙古伊利实业集团股份有限公司是全国乳品行业龙头企业是中国有史以来唯一一家为北京2008年奥运会提供乳制品的企业是内蒙古乳品行业唯一一家A级信用企业。伊利集团下设液态奶、冷饮、奶粉、酸奶和原奶五大事业部,所属企业130多个,生产的“伊利”牌雪糕、冰淇淋、奶粉、奶茶粉、无菌奶、酸奶、奶酪等1000多个品种通过了国家绿色食品发展中心的绿色食品认证。 ,2,企业发展历程 伊利的发展历程可以说是中国乳业从小到大、从弱到强的历史缩影。 从上个世纪50年代仅95户养牛专业户组成的“呼市回民区合作奶牛场”,发展成为今天中国乳业举足轻重的龙头企业,伊利近五十年颇具传奇色彩的发展历史,不仅成为了中国乳业的not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 一面旗帜,还开创并引领了中国乳业的“黄金十年”。最近五年,伊利又通过奥运与世博,将中国乳业带上了世界舞台。 1956年——伊利雏形形成 呼和浩特回民区成立养牛合作小组,到1958年,改名为“呼市回民区合作奶牛场”,拥有1160头奶牛,日产牛奶700公斤,职工人数117名。它就是伊利的前身。 1970年——奶牛场改名为“呼市国营红旗奶牛场”。 1993年——呼市回民奶食品加工厂改制 1993年2月,由21家发起人发起,吸收其他法人和内部职工入股,以定向募集方式设立伊利集团,并于1993年6月14日更名为“内蒙古伊利实业股份有限公司”。 1996年3月12日——“伊利股份”在上交所挂牌上市,成为全国乳品行业首家A股上市公司。 1999年——伊利集团成立中国乳业第一个液态奶事业部,带领中国乳业全面进入“液态奶时代”。到2000年,伊利集团实现全国同行业利税第一。 2003年至2004年——伊利集团主营业务收入高居行业第一。同年,在中国500最具价值品牌评选中,伊利以127.87亿元的品牌价值列38位,位居中国食品业首位。 2005年——伊利集团主营业务收入突破100亿元大关,成为首家突破百亿元的企业,也成为第一家真正有能力同时覆盖全国市场的乳品企业。 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 2005年11月16日——牵手北京奥运会,成为国内唯一一家符合奥运标准、为奥运会提供乳制品的企业。 2009年5月25日——牵手上海世博会,也成为国内唯一一家符合世博标准、为2010年上海世博会提供乳制品的企业。 2010年——伊利董事长潘刚提出“绿色产业链”的发展战略。同年,伊利进入世界乳业20强。 2010年12月20日——伊利集团品牌升级,公布新的标识、品牌主张和企业愿景。伊利集团以“滋养生命活力”为新的品牌主张,向“成为世界一流的健康食品集团”的愿景迈进,提供健康食品,倡导健康生活方式,引领行业健康发展。 2011年——超额实现业绩增长目标 伊利2011年实现营业收入374.5亿元,同比增长26%。伊利不仅超额实现了增长目标,同时也释放出行业整体回暖的信号。 2012年8月——牵手伦敦奥运会,再次成为中国奥委会合作伙伴,连续8年成为中国体育代表团唯一指定乳制品,不断强化“不仅是健康食品提供者,更是健康生活倡导者”的品牌定位。 ,3,企业经营情况 2012年前三季度,伊利股份业绩呈现大幅增长,公司共实现营业收入292.01亿元,同比增长24.13%,与2011年全年的营业收入296.65亿元相比,仅相差4.64亿元。净利润则大幅超过去年全年,前三季度实现14.44亿元,同比增长156.52%,比去年全年的净利润7.96亿元,多出6.48亿元。 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 前三季度业绩大幅增长的原因主要是持续的奶源地建设、多 地新建工厂产能的进一步释放以及高端产品的稳定增长。其中, 以金领冠为代表的婴幼儿奶粉的快速增长,对业绩拉动显著。 据公司2012年业绩预告显示,预计2012年度归属于母公 司所有者的净利润较上年度增长约100%以上,业绩增长的主要 原因在于公司主营业务收入较上年同期快速增长以及投资收益 ,股权转让收益,较上年同期大幅增加。 表1 2012年前三季度内蒙古伊利实业集团股份有限公司经营效益 报告期 2011-9-30 2011-12-31 2012-3-31 2012-6-30 2012-9-30 同比增长 营业总收 235.25 296.65 90.61 189.46 292.01 24.13 入 营业总成 229.42 290.71 89.16 183.74 279.86 21.99 本 营业利润 5.93 6.06 1.45 7.90 14.37 142.28 利润总额 6.83 8.54 2.07 9.73 16.82 146.36 净利润 5.63 7.96 1.50 8.28 14.44 156.52 基本每股 收益(元/0.69 0.97 0.18 0.51 0.89 154.29 股) 图表 2 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 伊利获“2012年中国证券金紫荆奖最具社会责任感上市公司”奖 时间 2012年11月24日 11月24日由大公报主办,香港中国企业协会、香港证券业协 会、中国证券业协会、中国企业联合会联合主办,在香港举行事件 的“2012中国证券金紫荆奖评选”活动颁奖盛典上,伊利集团获 得“2012年中国证券金紫荆奖最具社会责任感上市公司”奖。 ?有利于让世界资本市场和投资者了解伊利集团,扩大伊利集团评价 在国际上的品牌知名度和资本影响力。 图表 3 伊利集团首夺金蝉奖 时间 2012年1月6日 在第五届中国机构投资者年会暨金蝉奖颁奖盛典上,伊利集 团凭借其稳健的增长趋势在众多竞争对手中脱颖而出,斩获事件 “2011最稳健上市公司”奖项,成为中国乳业第一家也是惟一一家 获奖乳企。 有利于让世界资本市场和投资者了解伊利集团,扩大伊利集评价 团在国际上的品牌知名度和资本影响力。 2006年,伊利主营业务收入达163.39亿元,较去年同期增长34.2%,连续四年保持第一,是中国有史以来唯一一家为北京2008年奥运会提供乳制品的企业。 2007年,“伊利金典有机奶”面世,标志着伊利成为中国第一家拥有完善有机链的乳品企业。成为国内唯一一家能够规模化生not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 产有机奶的企业。 2009年6月16日,数据显示,伊利集团的品牌价值205.45亿元,第6次蝉联乳品行业首位。伊利集团因其品牌巨大的影响力成功入选中国品牌研究院公布的“国家名片”名单之中。 2010年6月15日,荷兰合作银行发布了年度“全球乳业20强”榜单,伊利上榜,进入全球乳业20强。 2010年9月13日,伊利集团在北京与中国奥委会签约,连续八年成为中国体育代表团指定乳制品。为中国体育代表团在2010年广州亚运会以及2012年伦敦奥运会上提供营养支持。这意味着伊利无论在经济影响力、技术影响力、文化影响力、社会影响力等方面已经展示了行业领导者的绝对优势。 ,4,企业技术水平 伊利“UHT液态奶生产技术组合创新项目”通过鉴定 2007年,月,日,内蒙古自治区科技厅组织有关专家对伊利集团“,，,液态奶系列产品生产技术集成项目”进行了成果鉴定,并考察了生产现场。鉴定委员会一致认为,伊利集团,，,液态奶生产技术组合创新项目集成了诸多创新点,该项目工艺先进,技术成熟,经济效益显著,代表了中国乳业的最高水平。 “,，,液态奶系列产品生产技术集成项目”于,::,年,月建成,项目建成时是亚洲自动化程度最高、规模最大的液态奶生产基地。据介绍,该项目在引进、吸收国外先进设备和技术的基础上,主要对工艺、能源、辅助设施、自动化仓储及输送系统、not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 自控等系统进行了技术集成和创新,创造了国内乳品行业的多项“第一”。如,第一次采用了UHT后无菌添加系统,实现了热敏性物料的无菌添加,并成功生产了“伊利营养舒化奶”,第一次采用了UHT后无菌均质技术,使UHT奶的脂肪上浮、蛋白沉淀得到显著缓减,第一次采用灌装机效率分析系统,ECS,,为灌装系统的高效管理提供了手段,第一次引入制造执行系统(MES),实现了产品质量的追溯、监督、控制和管理功能等。 “,，,液态奶系列产品生产技术集成项目”还采用了先进的节水和节能新技术,实现了高效管理,提高了生产效率,节约了能耗,耗水量降低,,,以上,减少人员,,,,吨产品人工成本降低,:,。 在此次生产技术集成项目成果鉴定会上,记者了解到,“,，,液态奶系列产品生产技术集成项目”向中国乃至全世界展现了中国的高端乳品科技,该项目的完成代表了中国乃至世界最先进的液态奶加工处理技术,提升了伊利集团的技术先进性,带动了内蒙古以及中国乳业向高技术、大规模、集约化生产迈进。 伊利集团非常注重加强企业自主技术创新,目前已经实施完成和正在实施的科研项目中,国家项目有,项、企业自主项目有,,,项,与国内科研院所联合研发的项目有,项,取得乳品新产品专利权,::多项。 ,5,企业人员素质 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 伊利与员工共成长。伊利集团董事长潘刚曾说过,员工是企业最宝贵的财富。企业在发展壮大的同时,需要带动员工共同成长。在伊利集团内部,有一套较为完善的员工培训和发展机制,确保员工能获取更多的知识,得到更好的锻炼。 对于员工的培训和个人成长,伊利成立了两大学院。伊利商学院承担着管理类培训项目,伊利利乐专业学院承担着生产销售等专业培训项目。 同时,伊利针对员工的状况,提供了三种职业发展通道。管理职务晋升通路是为具备管理能力素质的员工提供的向管理岗位纵深发展的职业发展平台,管理职级晋升通路是为在同一管理职务上工作多年的员工提供的职业发展平台,专业技术人员晋升通路是为广大专业技术人员设置的职业发展通路,晋升到高级及以上的专业技术人员同样能够享受到同级别管理岗位的薪酬、福利、差旅、培训等相关待遇。 完善的培训体系之外,伊利还建立了业绩与能力素质相结合的全面绩效管理体系,实行全员绩效管理。过程中强化同员工的沟通、辅导,通过绩效评估与改进,为晋升、人才培养、培训、激励等提供强有力支持,实现公司与员工共同成长。 2.产品情况分析 (1)产品生产 安全隔离防护——牧场外围布控天然隔离带,全方位隔离外界污染, 纯净空气——充足的日照,海拔千米以上的纯洁空not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 气,土壤无化肥——土壤经三年净化,不使用任何农药和化肥。有蚯蚓松土和有益昆虫捕捉害虫,让牧草茁壮成长,健康有机,水源无污染——源自深层地下的无污染水源,清澈洁净,牧草无农药——用天然方式种植,按照一定比例混合播种紫花苜蓿、青贮等优良牧草。,牧草种植不使用任何化肥、农药、抗生素有机奶牛食用的是不受农药污染的有机饲料,牛奶也就更加纯净,不含农药的残留物,,牧场管理——采用“放养+集中”的牧场管理,还原奶牛最天然的饲养方式,精选良种非转基因荷斯坦奶牛,每头乳牛都享有宽阔的空间,配备粗细均衡膳食。奶牛产奶乳脂率高、蛋白质含量丰富。每一只奶牛都有自己的独立档案,可通过谱系管理系统获知奶牛的生长发育状况和建立“家谱”,保证奶牛的每一代都传承世袭优良基因。而且这里的奶牛还配有“专职饲养师”,提供精心周到的服务。 ,2,产品概况 有机食品时获得全世界认可的,安全、环保、健康的食品,属于食品中顶级部分。它的特点就是来自有机农业生产体系,在整个生产过程中不使用和添加任何化学合成物质及转基因工程技术,并需要通过独立的有机食品认证机构认证。凭借“天然健康、绝对无污染”的特点,如今有机食品在欧美市场深受消费者欢迎,并逐步成为一种新型产业而备受关注。 金典有机奶,是高品质牛奶的典范。100%限定产自伊利专属有机牧场,精选良种非转基因荷斯坦奶牛,每头乳牛都享有宽not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 阔的空间。这里的土壤经3年净化,绝无化学残留,每一寸都洋溢着健康生机。牧草全程杜绝化肥和农药,更有蚯蚓松土、瓢虫除虫,每一株都天生肥美,健康有机。金典有机奶通过种植、养殖、生产加工、物流、销售5大环节的严格认证,最好的保留了牛奶的天然营养和口感。伊利的牧场处在全球公认的最优奶源带上而金典纯牛奶更是从中精选了2%的顶级奶源,通过全程国际领先的生产管理工艺制造而成。丰富的天然优质乳蛋白,含量高达3.5g/100g,超出国家标准18.6%,较普通牛奶可提供更为丰富的营养。这使金典有机奶在增强身体抵抗力,提供身体所需的能量等方面更具优势,并且拥有百分百香滑醇厚的口感。金典有机奶全方位的出色品质,使它成为牛奶中的VIP。它代表着对完美品质和品位的追求,也是对更健康生活方式的倡导。 ,3,产品类别、性能 目前,伊利集团拥有液态奶、冷饮、奶粉、酸奶和原奶五大事业部,所属企业近百个,旗下有纯牛奶、乳饮料、雪糕、冰淇淋、奶粉、奶茶粉、酸奶、奶酪等1000多个产品品种。伊利雪糕、冰淇淋、产销量已连续20年居全国第一,伊利超高温灭菌奶产销量连续多年在全国遥遥领先,伊利奶粉、奶茶粉产销量自2005年起即跃居全国第一位。 此次广告针对的产品是伊利金典有机奶。 产品品牌,伊利金典 产品规格,250ml/盒 250ml*12盒/箱 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 产品功能,伊利金典有机奶属于有机食品,来源于有机农业生产体系。每100克金典有机奶中蛋白质含量?3.5克,高出国家标准18.6%。伊利金典有机奶是绿色食品牛奶,真正健康的奶品,经过加工后有普通奶所不能比的高营养,绝对全程无污染,完全天然。 产品外观, ,4,产品广告 伊利金典有机奶的广告中，主角是天后王菲和两个孩子。画面一出，便是王菲在做着深呼吸的动作。然后在青草和蝴蝶的交映中出现了两个可爱的小女孩，一边在青草中奔跑，一边微笑着。而后王菲带着两个可爱的孩子吹着蒲公英，散着步。然后便出现了一片蓝天印着的奶牛群，王菲抱着两个喝着金典有机奶的孩子坐在草地上微笑着，孩子在哼着不知名的舒服的调调。画外音响起了王菲的声音:“关爱家人，我有天赐的宝贝。金典有机奶，每一滴都来自有机牧场，0污染、0添加。”最后的画面定格王菲喝not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 着有机奶，响起结束语:“金典有机奶，天赐的宝贝，给最爱的人。” ,5,产品SWOT分析 产品优势, 伊利金典有机奶是伊利旗下的高端品牌,现在人们都有一种健康求好心里,所以对伊利金典有机奶的价格并无负面影响。伊利企业实力雄厚,位居行业榜首,具有优质牧场,有政府强有力的支持,联姻“世博”,营养含量高于特仑苏,进入市场成本低于特仑苏,社会口碑好,曾服务于北京奥运会,有着不错的国际口碑。 产品劣势, 由于其价格比一般牛奶贵出一些,所以对其市场推广和市场占有率有一定的影响。使得部分消费者在价格上产生一些顾虑。由于其奶源的限制,使得它的生产场地受到限制,所以对于物流费用方面造成一方面的负担。市场占有率低于特仑苏22.7%,产品定位模糊,品牌形象不够清晰,没有与消费者建立真正的联系。 产品机会, 人们的生活条件越来越好,对于牛奶的需求量也越来越大,这时的伊利金典有机奶打入市场也正合事宜,对于其产品推广无疑是助了一把力,还有其所属于伊利旗下,经过伊利多年来的品牌推广和市场形象的树立,为其在市场上面的快速普及和在消费者心中的信任度也大大增加,大大减少了新产品不被人们所接受的时间。联姻世博会,为金典有机奶树立形象、抢占市场占有率、not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 开拓国际化战略打下良好基础,政府大力支持开发经营高端液态奶市场,竞争者少,目前只有特仑苏一家可以与其竞争。 产品威胁, 首先伊利金典有机奶的外部威胁便是蒙牛特仑苏,这两大品牌一直是竞争对手。中国的牛奶市场的两大巨头。随着近期对于伊利的负面消息越来越多,并且金典有机奶也牵扯其中,对于其来说无疑是一次重创,这就是考验伊利的应急公关处理能力和这么多年来人们对其的信任度,当然最主要的还是其质量。三鹿事件过后,人们对于牛奶质量问题的关心与日俱增,且国家也严格控制,所以在这关键时刻,伊利的负面消息给其带来不少负面影响。再加上特仑苏加紧在市场扩张,光明等集团也在紧随其后开始争夺高端液态奶市场,外资企业开始大量涌入。竞争品牌之间都在加大宣传力度。 3.消费者分析 ,1,消费者的需求和购买动机 国内消费者的消费结构正由消费生存型向享受发展型转变,追求“高质量的生活”渐渐成为主流的消费态度。某调查机构针对中国9大城市的消费者消费态度做了一次广泛调查,排名第一的消费态度是,“我宁愿多花钱购买品质好的东西”,排名第二的消费态度则是,“我觉得让自己放松享受的消费最值得”。在一项对“爱喝牛奶”的理由的调查发现,消费者喝牛奶不只是为了追求健康,在经常喝牛奶的消费者中,15.79%的人将其作为一种“好滋not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 味的饮料”来细品。他们对于牛奶品质相当挑剔,从口感、口味、营养含量到出产地也都有一定要求。 ,2,消费者的生活方式和购买行为 目标消费者是都市高收入家庭、都市单身白领和注重生活品质、有较强个性的青年人。 他们对自我的要求高,工作压力大,努力提升自己在社会中的地位、渴望被认可,以实现自我价值的最大化,看电视和杂志的时间比较少,追求个性,挑剔产品的内涵价值,对符合自己的高品质生活方式有强烈渴求,对高档产品比较热衷,价格敏感度不高,愿意为高质量的产品支付较高的价格,拥有较高的学历,珍惜健康,选择有营养价值的产品。 “金典”的主要消费群体是城市中的中高收入家庭。此外,作为高品质营养品“金典”许多消费者将其作为不错的礼品相互赠送。所以这次的广告宣传主要以情感诉说的方式打动消费者,建立“金典”品牌与“进取、沉稳、高贵的享受”等理念间的联系使金典成为高品质和高品味生活的象征元素。 4.竞争对手分析 随着消费水平的提高,消费者的乳品消费的观念也在发生着改变,对牛奶的消费由“有奶喝”过渡到“喝好奶”阶段,“喝好奶”的需求进一步催化了高端奶这一细分市场,在双重需求下,高端奶正成为乳制品市场的新宠。乳品行业的竞争点已经悄悄地转向了高端产品,高端牛奶成为乳品企业利润增长的新的突破口和发力not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 点,目前国内乳业的三大巨头都在拼命抢占高端奶市场外,区域性的强势品牌也在高端市场上发力,寻求实现市场和品牌的突围途径,首先是蒙牛推出了其高端产品“特仑苏”,很快伊利便推出了高端奶“金典”,光明乳业上端品牌“优倍”也随即走向市场市。 (1)蒙牛特仑苏 2005年,蒙牛率先推出其高端奶产品“特仑苏”,随后又在这一产品下细分出高钙的“特仑苏OMP”。来自位于北纬40度左右黄金奶源带上的特仑苏专属牧场。国际良种奶牛、进口优质牧草、先进的动物福利,为牧草的生长、奶牛的生活提供了绝佳条件,使得每一滴特仑苏牛奶都注入了“幸福因子”。配备的国际先进生产设备及管理体系,完美保障了特仑苏的高端品质,成就了特仑苏3.3克天然优质乳蛋白含量。 (2)光明的优倍 自蒙牛与伊利分别推出高端常温奶“特仑苏”、“金典”后,乳业另一巨头光明也宣布备战高端市场。光明推出高端新鲜奶“优倍”,这是国内目前第一款低温高端奶。“优倍”的奶源来自上海光明荷斯坦金山种奶牛产,上生产采用72至85?左右的巴氏杀菌法及低温浓缩工艺,新鲜屋包装,在,至,度条件下冷藏保质期为5至7天,更大限度地保证各项营养价值。在理化指标方面,蛋白质含量必须高于3.3,,高出国家标准13.8,,脂肪、非脂乳固体等其他指标方面均有严格规定,在安全卫生指标方面,微生物,细菌数要小于10万,,，,体细胞小于40万,,，,要达not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 到100,无抗生素残留,必须通过欧盟，50检测等等。为了保持竞争优势,光明乳业强化了一直保持温和低调的“品质营销”。在蒙牛等大兵压境的时刻,光明乳业董事长王佳芬年初提出了“新鲜战略”。“健”字系列产品正是“新鲜战略”的一个重要成果,其每千克所含益生菌数量是普通酸奶的10倍。乳品咨询专家汤志庆分析认为,在经历了奶源战、资本战、价格战、广告战、口水战后,功能型乳品的出现将拉开乳品企业新一轮竞争序幕。 品 牌 特仑苏 金典 优倍 差 异 产地 乳都核心区--和林格顶级现代化的上海光明荷斯坦金差异 尔高科技乳业基地,精优质天然牧场山种奶牛场 选牧场有优质的奶源 园区 产品 富含OMP造骨牛奶有机奶,乳蛋低温高端奶,乳蛋差异 蛋白,乳蛋白含量高达 白含量高达白质含量高于 3.3g/100g,比国家标3.5g/100g, 3.3,,高出国家标 准高13.8% 超出国家标准准13.8, 18.6% 价格 特仑苏牛奶 伊利金典 优倍鲜奶 差异 250ML\4元、OMP牛250ML\3.5元、 950ml\12.5元 奶250ml\4.5元、特仑有机奶 苏礼品装250ml\7元 250ML\4.5元 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 品牌 “金牌牛奶”青春、时尚”“天生尊贵”绿“好奶源好牛奶”自差异 的高贵形象 色有机、天然信高贵的品牌形象 健康的品牌形 象 广告定位“金牌牛奶,特仑苏人“金典有机奶,“好奶源好牛奶,自差异 生” ‘典’亮有机生信生活每一天” 活” 5.广告情况比较分析 ,1,广告定位 特仑苏和金典有机奶广告定位，共同点都是定位在高端的牛奶上，着重表现各自牛奶的贵族品位。但是在广告的一系列投放上广,告给人的感觉定位是不同的。特仑苏的广告主角大都是成功男士，注重表现特仑苏给人带来的贵族享受，所以广告定位是在高端成功人士。而金典有机奶的广告则给人感觉是很温情和温馨，强调的是有机奶本身的无污染无添加，更加注重与观众的感情共鸣，所以广告定位应该是在中高端的家庭。 ,2,广告创意 在特仑苏和金典有机奶最新推出的广告中，也可以窥见两者之间广告定位和品牌战略。 在特仑苏的广告中，首先映入眼帘的是一片在蓝天笼罩着的大草原中，一个人在弹奏一架白色的钢琴，钢琴曲优雅轻快。画not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 外音是“自然的恩赐成就我们的不同凡响。”然后钢琴的演奏者郎朗用手抚摸带着露珠的青草，画外音继续描述“追求卓越的人生，就像我选择特仑苏。”然后画面出现一堆奶牛在吃着青草，广告上有字幕说明牧草的蛋白质高达百分之二十一。最后郎朗手里拿着特仑苏的牛奶，说着“品味特仑苏 享我人生”。最后一个画面就摆放着特仑苏的一排牛奶，结束语是不是所有的牛奶都叫特仑苏。 而在金典有机奶的广告中，主角则是天后王菲和两个孩子。画面一出，便是王菲在做着深呼吸的动作。然后在青草和蝴蝶的交映中出现了两个可爱的小女孩，一边在青草中奔跑，一边微笑着。而后王菲带着两个可爱的孩子吹着蒲公英，散着步。然后便出现了一片蓝天印着的奶牛群，王菲抱着两个喝着金典有机奶的孩子坐在草地上微笑着，孩子在哼着不知名的舒服的调调。画外音响起了王菲的声音:“关爱家人，我有天赐的宝贝。金典有机奶，每一滴都来自有机牧场，0污染、0添加。”最后的画面定格王菲喝着有机奶，响起结束语:“金典有机奶，天赐的宝贝，给最爱的人。” 在这两个广告创意中，也可以看出两者之间也有不同的地方。纵观特仑苏的一系列广告,它的定位更加注重享受人生,享受特仑苏。这则广告创意的中心明显是郎朗,着重表现的是郎朗代表的成功人士群体选择特仑苏,享受人生。而在金典有机奶的广告中则是表现王菲和两个孩子的快乐,有着浓浓的温馨,同时not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 着重显示0污染、0添加,表明金典有机奶的自然高贵。所以两者的广告创意的出发点是不同的。在诉求方式上,两者都运用到了理性诉求和感性诉求相结合的方式。特仑苏着重表现的是高蛋白质含量和享受人生的方式。而金典有机奶则强调该产品是0污染0添加的健康品以及温馨甜蜜自然的感情。 ,3,广告语 特仑苏的广告语是:品味特仑苏，享我人生。而金典有机奶的广告语是:金典有机奶，天赐的宝贝，给最爱的人。在广告语上，两者的表现力也是不同的。 ,4,广告投放媒体 在广告的投放上，伊利和蒙牛也是不遗余力，不论是在电视广告、平面广告、报纸、杂志等媒体上，二者都进行了大量的广告投放。但是这则广告的投放主要是集中在电视媒体和网络媒体上。在电视媒体的选择上，二者主要是集中在央视以及湖南卫视等收视率较高的卫视上。 ,5,过去、现在广告实施情况分析, 在伊利金典有机奶推出之前,伊利企业得知市场上所有牛奶基本上面向普通大众的,而且各种产品的细分也都是在这个基础上的。而随着经济的发展,人们生活水平的提高,社会阶层也在不断分化,温饱已不再是最重要的了,更加追求的是物质上的需求。伊利之前推出的产品对这一方面也无涉及,因此决定发觉高档牛奶品市场,并抢先占有该市场。而消费者心理上的情感诉求not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 成为关键因素。 伊利金典有机奶所做广告为产品形象广告,它以电视为主要传播媒介,并在央视一套及新闻经济频道反复播出。同时它在卖场中也以创新的产品形象包装吸引消费者,在候车亭公交车上也同时有出现。这些宣传手段,使得其产品迅速抢占了市场。 伊利金典有机奶诉求对象是具有高品质独特气质高贵品位的,年龄在10—40岁之间的消费者或潜在消费者。在布局消费资本的孩子群中,父母扮演了消费者中购买者的角色。因为独生子女越来越多,父母对孩子也就越发重视,所以伊利金典有机奶所展现出来的这些独特魅力怎能不使其受吸引。 二、广告战略制定 ,一,广告战略目标设计 广告目标就是广告主希望通过广告所能达到的预定效果,也是广告策划中各项活动的核心。因此成功的广告策略必须有明确的广告目标。本次广告的制作,为了保证广告的顺利开展,达到预期中的效果,我们按阶段划分广告制定广告目标。 1.即期目标,9个月,——销售额迅速增加 据资料显示,2010年伊利金典有机奶的销售额约8亿元,而2011年在高端牛奶市场的份额达41.2%,销售额上升到9.5多亿,上升了近18%。2012年继续保持了上升优势,销售额达到约11亿元,同比增长15%左右,增长率略有下降。由于伊利not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 金典有机奶这一类产品正处于产品的成长期,再加上本次广告的宣传作用,预计2014年我们在高端牛奶市场的份额将达50%,目标销售额上升27%以上,达到14亿元。 2.近期目标,1年, ,1,提高市场占有率 本次广告的制作综合信息性、说服性和提醒性为一体,通过广告的宣传,引导和刺激消费者做出购买决策,使得消费者最终购买,提高产品的市场占有率。据资料显示,2012年伊利金典有机奶在高端液态奶市场的占有率约为45%,但是蒙牛特仑苏在高端液态奶的占有率高达58%。由于伊利金典有机奶这一类产品正处于产品的成长期,再加上本次广告的宣传作用,预计2014年我们在高端牛奶市场的占有率将达到60%。 ,2,提高品牌知名度 本次广告主要运用体验式营销策略,着力营造一种或健康、温馨的生活场景,并将金典有机奶融入其中,使其能够以一种积极的方式闯入到主流人群的日常生活当中,向消费者传达一种感受、一种意境、一种全新的生活方式,与目标群体展开互动,使消费者对金典有机奶留下更深刻的印象。从而赢得目标消费人群的信任,并相互传播,最终达到提高品牌知名度的效果。 3.中期目标,3年,——树立品牌形象 伊利金典有机奶为高端品牌牛奶,在品牌的树立中要致力于“金典有机奶,‘典’亮有机生活”的品牌主张,强调它“天然、有机、not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 高贵”的形象,塑造金典所代表的品质人生,进取、坚持、个性、高贵的享受,使金典有机奶成为高品质和高品味生活的象征元素,并与特仑苏“金牌牛奶”沉稳、保守的形象区别开来。 4,长期目标,5年,——保证企业的长远发展 品牌的树立不仅要考虑当前的利益还要保证企业的长远发展。伊利金典有机奶在品牌宣传方面,要明确突显它独特的品牌形象。同时把握目标消费者需求的变化,深入了解消费者的心理变化,随时保持合理的品牌定位,把社会责任观念融入企业的经营理念中,保证企业的长远发展,争做如可口可乐一样的国际经典品牌。 ,二,广告战略对象分析 1.广告对象情况分析 金典有机奶的现有广告对象是都市高收入家庭、都市单身白领和注重生活品质、有较强个性的中青年人,年龄大约在20—40岁左右,有稳定的职业,相对丰裕的收入,文化程度较高。他们大多属于高端消费者,在牛奶消费者中占有的比例接近17%。 广告对象特征,他们对自我的要求高,工作压力大,努力提升自己在社会中的地位、渴望被认可,以实现自我价值的最大化,他们追求个性,挑剔产品的内涵价值,他们对符合自己的高品质生活方式有强烈渴求,他们购买力强,对高档产品比较热衷,价格敏感度不高,愿意为高质量的产品支付较高的价格,他们珍惜not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 健康,选择有营养价值的产品。 2.广告对象社会环境分析 随着中国经济的飞速发展,全国人民的生活水平和文化水平迅速提高,人们越来越重视营养的摄入,重视身体健康,而牛奶作为营养丰富的产品在市场中除了饮料还扮演着营养品的角色。中国的奶制品需求量正在逐年提高,而牛奶产品的销售相对于其他产品更依赖于品牌的影响。 目前,随着全球消费者对自身健康问题的日益关注,原生态和回归自然的生活态度逐渐被提上日程。据相关数据表明,在西方的一些发达国家,纯天然、无污染、高品质的有机食品已经成为新的产业热点和消费热点。 3.广告对象消费行为分析 消费者购买伊利金典有机奶一般是在休闲、登山、外出就餐、聚会、家庭等。 国内消费者的消费结构正由消费生存型向享受发展型转变,追求“高质量的生活”渐渐成为主流的消费态度。某调查机构针对中国9大城市的消费者消费态度做了一次广泛调查,排名第一 的消费态度是,“我宁愿多花钱购买品质好的东西”,排名第二的 消费态度则是,“我觉得让自己放松享受的消费最值得”。在一项 对“爱喝牛奶”的理由的调查发现,消费者喝牛奶不只是为了追 求健康,在经常喝牛奶的消费者中,15.79%的人将其作为一种“好 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 滋味的饮料”来细品。他们对于牛奶品质相当挑剔,从口感、口味、营养含量到出产地都有一定要求。 三、广告主题创意 ,一,广告主题 广告的主题为,金典有机奶,“典”亮有机生活 ,二,广告创意 1.广告创意,以感情诉求为主,将城市的繁华以及城中人们快节奏的生活场景与人们向往家庭、向往自然,对有机生活的渴望形成鲜明对比,从而传达出伊利金典有机奶天然、有机的产品独特点,并且说明金典有机奶可以给人们的城市生活增添自然、有机之感。突出“金典有机奶,‘典’亮有机生活”的广告主题。 2.平面广告 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 3.影视广告脚本 伊利金典有机奶影视广告脚本 镜头号 镜头 画面 配音 时间 1 全 繁华城市的夜晚,闪烁的霓虹灯下,小汽车“嘟嘟”声 3秒 路上来来往往着车辆和忙碌的人们。 和人群嘈杂声 2 移、近 人群中一个身着西装、手提公文包的 3秒 中年男人,辛苦工作了一天,略显疲 惫,下班后正匆匆赶回家。 3 平、特 中年男人到家后打开门,温暖、柔和 5秒 的灯光下,餐桌上放着晚餐和一盒伊 利金典有机奶。,金典有机奶特写, 4 摇、近 正坐在沙发上一边看动画片一边喝着小女孩,“爸爸,你5s 金典有机奶的女儿意识到爸爸回来回来啦。” 了,高兴地起身向爸爸跑去。同时妻 子也走向丈夫。 5 全、特 爸爸蹲下抱起女儿,女儿把手中的有小女孩,“爸爸,喝3s 机奶送到爸爸嘴边。 有机奶。” 6 平、全 爸爸喝了一口有机奶,一家三口都开欢快的笑声 3s 心的笑了。 “呵呵呵呵” 7 全 美丽的大草原上,微风习习,清澈的欢快的乡村小调 5s 小河水静静流淌,远处几头奶牛在吃《here I am》 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 草,一家三口快乐的嬉戏。 8 全、平 伊利金典有机奶出现在视觉中心。 中年男声,伊利金3秒 典有机奶,“典”亮 有机生活。 4.广播广告脚本 ,小女孩声、天真地,妈妈,什么是有机奶呀,,3秒, ,中年女声、温柔地,金典,就是有机奶，,2秒, ,小女孩声、疑问,嗯,,1秒, ,中年女声、温柔,在大自然的隔离保护下,金典有机奶的牧场没有农药污染,土壤天然肥沃。所以奶牛挤出的奶都是天赐的宝贝哟，,12秒, ,小女孩声,妈妈,我要喝有机奶。,2秒, ,中年女生,好,那就喝伊利金典有机奶,天赐的宝贝,给我最爱的宝贝。,6秒, ,男声旁白,伊利金典有机奶,“典”亮有机生活。,4秒, 四、广告诉求策略 ,一,广告定位分析 1.市场定位 伊利金典有机奶是新锐的高端品牌,致力于高端牛奶市场,通过塑造独特的品牌形象,建立起商品与媒体受众之间的感情需求关系。消费者年龄多集中在中青年阶段,处在社会的中上层, 具not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 有较为现代化的思想和较为时尚的消费观念。 2.品质定位 伊利金典有机奶的品牌致力于“金典有机奶,‘典’亮有机生活”的品牌主张,强调它“天然、有机”的形象,塑造“金典”所代表的品质人生:进取、坚持、高贵的享受,使“金典”成为高品质和高品味生活的象征元素。 3.功能定位 零污染、零添加的有机奶 4.价格定位 消费者主要是都市高收入家庭,都市单身白领和注重生活品质,有较强个性的青年人,对高档产品比较热衷, 有对高档次产品的支付能力,宁愿多花钱购买品质好的东西,觉得让自己放松享受的消费最值得,对自我的要求高,努力提升自己在社会中的地位,渴望被认可,追求自我价值的实现。价格敏感度不高,愿意为高质量的产品支付较高的价格。 5.观念定位 品牌的象征意义一旦与受众心目中的追求相互吻合,就会形成巨大的品牌感召力。品牌逆向定位就是企业针对竞争对手选择与之相定位策略,伊利金典有机奶品牌定位的对象是蒙牛“特仑苏”,光明“优倍”。 ,二,传达信息层次定位 1.突出品牌或商标 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 广告语的创作应致力与挖掘品牌产品的独特点——给品牌产品准确定位,再就是品牌产品的独特点挖掘,即找准产品与众不同的卖点,寻找卖出去的理由,使广告中的品牌在产品竞争中脱颖而出,给消费者留下深刻的品牌印象。 2.突出产品 来自位于北纬40度左右黄金奶源带上的伊利金典有机奶专属牧场。国际良种奶牛、进口优质牧草、先进的动物福利,为牧草的生长、奶牛的生活提供了绝佳条件,使得每一滴伊利金典有机奶都注入了“幸福因子”。配备的国际先进生产设备及管理体系,完美保障了金典有机奶的高端品质,成就了3.5克天然优质乳蛋白含量。 3.突出消费者 都市高收入家庭,单身白领和注重高质量的生活品质,有较强个性的青年人。 ,三,广告诉求重点 广告以情感诉说方式打动消费者,利用优美的语言和影响力大的媒体宣传产品能给消费者带来的精神的享受,引起消费者情绪与情感方面的共鸣,进一步产生商品或品牌信赖感。广告对品牌情感的影响主要在自我表现与自我认同、品牌使用中的愉悦感和品牌性能表现真实性等层次。消费者有了品牌情感就更容易找到属于自己的层次。从品牌管理角度来看,品牌情感层次越明确,品牌定位就越精确,其品牌情感价值就越高。 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 五、广告媒体策划 ,一,广告媒体调查 1.电视媒体 ,1,电视能够进行动态演示的感情型媒体,其冲击力、感染力特别强。图像的运动是电视广告最大的长处。电视媒介是用忠实的记录手段再现讯息的形态,令受众的感觉特别真实强烈,这是其他任何媒体的广告所难以达到的。 ,2,穿透力强,到达率高,电视广告可以迅速穿越空间到达电波覆盖的任何区域,直接进入亿万家庭。电视广告带有一定的“强制性”,因而穿透力强,到达率高。 ,3,与生活最为贴切。电视与我们的生活密贴联系,电视传播的内容是现实的延伸,人们离不开电视,自然也离不开为生活提供各种讯息的电视广告。 ,4,消费者越来越喜欢的媒体。户外媒体城市覆盖率大,发布时间长,加上形式多变,具有较强的亲和力。 2.广播广告 广播是通过无线电波或金属导线,用电波向大众传播信息、提供服务和娱乐的大众传播媒体。在电视没有发展普及之前,广播是倍受人们欢迎的。电视的兴起,将大批广播广告客户拉走,曾经有人担忧地说,“广播广告注定要消失。”然而,从多年的发展趋势上看,广播广告的影响力仍然很大,它的独特魅力有其它not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 媒体无可比拟之处。 覆盖面广,听众可以不受时间、场所和位置等的影响、限制,行动自如地收听广告。低成本、高回报,灵活、快捷,目标受众针对性,互动性强。 3.户外广告 利用海报、路牌、车体、地铁、机场民航、豪华公寓以及大型住宅小区等宣传,更多的进行伊利金典有机奶品牌宣传,使大部分人知道并了解其产品,增大人们生活区的覆盖面,用强化的方法进行宣传。在各大城市主干道、闹市区的站牌、灯箱、地铁等进行宣传。人流量到,所以受注意度很高,所以暴露频次也会高。 ,1,消费者接触最多的媒体。据媒体报道,人们每天大约1/3的时间都在户外度过,户外平面媒体全天候发布,而且渗透力特强,能够直达很多人次及难接触的受众目标。 ,2,户外媒体广告成本较低。 ,3,最能针对消费者活动范围的媒体。消费者在哪,户外广告就在哪。而且户外广告活动有规律可循,户外广告策略灵活地把握这一规律,效果定能胜人一筹。 4.杂志广告 杂志广告媒体的特点, ,1,保存周期长。杂志是除了书以外,具有比报纸和其他印刷品更具持久优越的可保存性。 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project ,2,有明确的读者对象。专业性杂志由于具有固定的读者层面,可以使广告宣传深入某一专业行业。 ,3,印刷精致。杂志的编辑精细,印刷精美。杂志的封面、封底常彩色印刷,图文并茂。 ,4,杂志的发行量大,发行面广。许多杂志具有全国性影响,有的甚至有世界性影响,经常在大范围内发行和销售。 ,5,杂志可利用的篇幅多,没有限制,可供广告主选择,并施展广告设计技巧。 封页、内页及插页都可做广告之用,而且,对广告的位置、可机动安排,可以突出广告内容,激发读 者的阅读兴趣。 (二)确立媒体目标 1、明确传播对象 金典有机奶的现有广告对象是都市高收入家庭、都市单身白领和注重生活品质、有较强个性的中青年人,年龄大约在20—40岁左右,有稳定的职业,相对丰裕的收入,文化程度较高。他们大多属于高端消费者,在牛奶消费者中占有的比例接近17%。 2.明确传播时间 传播时间的确定应考虑消费者购买商品的时间性和广告媒体自身的时间限制。据资料显示,消费者对牛奶的购买量随着季节的变化而变化,夏季牛奶销量较少,春冬季销量较多,所以广告在春冬季应大量广泛地传播。而广播广告和电视广告自身的时not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 间限制较少,对传播时间影响较小。 3.明确传播区域 广告传播区域针对全国性市场,覆盖全国地区,但伊利金典有机奶在牛奶消费品中属于高档消费品,并且伊利金典有机奶的市场定位为高档次商品,所以在广告投放的同时要分清主次区域。选择全国的一线城市,如北京、上海、广州等经济发达、消费水平高的城市重点传播。 4.明确传播方法 在明确传播方法时应考虑广告媒体的受众率和广告的表现形式。伊利金典有机奶的主要目标消费对象是都市高收入家庭、都市单身白领和注重生活品质、有较强个性的中青年人,年龄大约在20—40岁左右,有稳定的职业,相对丰裕的收入,文化程度较高。经调查显示,这类人群关注最多的广告媒体是电视广告,他们对广播广告的关注度也较高。而且此次伊利金典有机奶的广告表现形式主要是情感诉求。所以,选择电视广告和广播广告作为广告传播方式。 ,三,媒体方案分析 要让消费者顺利的接受伊利金典有机奶的价格,必须将伊利金典有机奶品牌提升到一个高度,利用消费者先入为主的思维定势对品牌形成“高贵的”第一印象,自然能降低消费者对价格的敏感度。而且进行金典有机奶广告投放和媒体宣传时,我们有限定的目标市场,所以不用过多的强调产品到达率,我们面对的是蒙not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 牛和光明等强劲的对手,而且金典有机奶的目标市场比较狭窄,所以应该尽量让广告的暴露频次高一些,增加暴露频次这才是宣传时应该注意的地方。所以我们选择一下两个主要媒体进行媒体宣传,电视广告和广播广告。 ,四,广告媒体选择 伊利金典有机奶的目标消费者是都市高收入家庭、都市单身白领和注重生活品质、有较强个性的中青年人,年龄大约在20—40岁左右,有稳定的职业,相对丰裕的收入,文化程度较高。根据调查结果显示,这类人群最经常收看的中央台和地方台分别是CCTV—1、江苏卫视,最经常收听的广播是中央人民广播电台中国之声。所以,为了使广告有效传达到广告受众,达到广告目标,我们选择在CCTV—1、江苏卫视投放影视广告,在中央人民广播电台中国之声投放广播广告。 CCTV—1广告刊例, not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 江苏卫视2013年广告刊例 10秒 15秒 30秒 《万家灯火》 6:00-7:00 3300 6000 8800 《影视剧场》(含栏目复播，周一至周五) 7:30-18:00 6600 12600 18000 《双休剧场》(周六、周日) 7:40-18:00 11000 21000 30000 《非诚勿扰》复播(周六、周日) 约12:00-13:30 17000 32000 46000 《新闻眼》+《江苏新时空》 18:00-18:55 19000 36000 52000 A段广告 18:55-19:00 19000 36000 52000 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 《幸福剧场》 周一至周五三集 剧前、剧后 19:30-22:00 44000 84000 120000 周六日两集 《幸福节目带》(周一至周节目中插 22:00-23:30 48000 91000 130000 五) 《非诚勿扰》前 21:08-21:10 110000 210000 300000 首播 21:10-22:40 《非诚勿扰》二插、三插套复播一 22:40-00:10 141000 266000 380000 播 (周六、日) 复播二 04:30-06:00 首播 21:10-22:40 《非诚勿扰》一插、四插套复播一 22:40-00:10 125000 238000 340000 播 (周六、日) 复播二 04:30-06:00 《夜间栏目带》 00:10-01:10 17000 33000 48000 《夜间剧场》 01:10-04:30 9000 18000 26000 《幸福节目带》复播(周一至周五) 04:30-06:00 3000 6000 9000 《江苏天气预报城市版》 约18:50 33万元/月 2012年中央人民广播电台中国之声广告刊例 时段 段位 时限 节目设置 7.5秒 15秒 30秒 00:00—02:00 A 常规 2040 3510 千里共良宵 02:00—04:00 A 常规 2040 3510 记录中国.昨日新闻重现 04:00—06:00 2A 常规 4090 6730 养生大讲堂 06:00—06:27 3A 常规 5130 8480 国防时空/品牌之旅,周六、日, 06:27—06:29 早高峰A段 8930 16230 —— 报摘前 06:29—06:30 早高峰B段 11050 20100 —— 06:30—06:59 新闻和报纸摘要 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 06:59—07:00 早高峰T段 12160 22100 —— 报摘后 07:00—07:30 早高峰A段 8930 16320 —— 新闻纵横 07:30—08:35 早高峰C段 9370 17040 —— 第一小时/独家视角追问新闻 第二小时/预知今天远见未来 08:35—09:00 早高峰A段 8930 16320 —— 09:00—10:00 4A 常规 6450 10700 央广新闻 第一时间/第一现场/第一人物/第一真相 10:00—11:00 3A 常规 5130 8480 第一评论/此时此刻/难忘的中国之声/服务站 11:00—12:00 4A 常规 6450 10700 12:00—13:00 4A 常规 6450 10700 全球华语广播网,含天天体彩, 13:00—13:30 3A 常规 5130 8480 央广新闻 第一时间/第一现场/第一人物/第一真相 13:30—16:00 2A 常规 4090 6730 第一评论/此时此刻/难忘的中国之声/服务站 16:00—16:30 3A 常规 5130 8480 16:30—17:30 晚高A峰 5950 10830 17780 央广新闻—晚高峰 17:30—18:30 晚高B峰 6970 12660 —— 18:30—18:59 全国新闻联播 18:59—19:00 晚高C峰 9060 16480 —— 全国新闻联播 19:00—20:00 3A 常规 5130 8480 央广新闻—晚高峰 20:00—20:30 2A 常规 4090 6730 小喇叭 20:30—21:00 2A 常规 4090 6730 直播中国,含天天福彩, 21:00—22:00 3A 常规 5130 8480 央广夜新闻 22:00—00:00 2A 常规 4090 6730 自组套装 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 次数 3—4次 5—6次 7—8次 9次以上 折扣 7折 6.5折 6折 5.5折 有关自组套装说明, 1.自组套装每次广告发布原则上应间隔半小时以上 2.A段不参与自组折扣次数计算。 六、广告时空策划 ,一,广告时间策略 1.广告传播时机 全年进行宣传,但是在传播时机上的选择,我们采用各个季度分期宣传,不同的季度采用不同的宣传强度和密度。 在第一季度里,有中国的传统节日——元旦和春节,在节庆的时期,结合喜庆的氛围进行大规模宣传,有利于大幅度提高销量和市场占有率。 在第二季度,根据前段的大力宣传,伊利金典有机奶产品已经在消费者心理有了一定的印象和了解,这一阶段的广告投入可以适当的减少,目的以巩固前段宣传为主。 第三季度比第二节度的广告投入应比第二季度提高一定比例,强化第一季度和第二季度的宣传效果。 第四季度再加强广告投入,使伊利金典有机奶产品在消费者心中的地位根深蒂固。 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 另外,在每一季度末,采取广告效果绩效评估的方式对这一阶段的广告效果进行总结,对其中产生的问题可以在下一宣传阶段进行针对性的解决,有利于增强广告效果。 2.广告推出时间 此次伊利金典有机奶的广告推出时间为2014年3月21日。之所以选择这个时间是因为2014年3月21日是伊利金典有机奶上市7周年的纪念日。而且3月21日为春分日,预示着春天即将到来,寓意着伊利金典有机奶的广告也迎来春天。 3.广告频率 影视广告频率,CCTV—1 一天四次 江苏卫视 一天三次 广播广告频率,中央人民广播电台中国之声 一天四次 4.广告周期 影视广告周期,2014年3月21日——2015年3月21日 广播广告周期,2014年3月21日——2014年9月21日 5.广告时限 影视广告和广告播广告时限都为30秒. 6.广告具体播放时间 (1)影视广告 播出频道 播出栏目 广告广告周期 广告费用备注 时限 ,元/次, not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project CCTV-1 上午精品节目前302014/3/21-2015/3/21 68,400 —— ,8:30, 秒 新闻30分前 302014/3/21-2015/3/21 158,400 —— ,11:57, 秒 黄金剧场第一集302014/3/21-2015/3/21 316,800 —— 贴片,20:01, 秒 江苏 第一标版卫视 《双休剧场》 302014/3/21-2015/3/21 30,000 30秒 周六、周日 秒 ,07:40-18:00, 《非诚勿扰》前302014/3/21-2015/3/21 300,000 —— ,21:10, 秒 A段广告 302014/3/21-2015/3/21 52,000 —— ,18:55, 秒 (2)广播广告 广告时段 节目设置 广告广告周期 广告费用备注 时限 ,元/次, (具体播放时间) 04:00-06:00 养生 30秒 2014/3/21-2014/10/21 6,730 06:00 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 2A段 大讲堂 09:00-10:00 央广新闻 30秒 2014/3/21-2014/10/21 10,700 09:30 4A段 12:00-13:00 全球华语 30秒 2014/3/21-2014/10/21 10,700 12:00 4A段 广播 20:30-21:00 直播中国 30秒 2014/3/21-2014/10/21 6,730 20:30 2A段 ,二,广告空间策略 广告区域针对全国性市场,覆盖全国地区,但伊利金典有机 奶在牛奶消费品中属于高档消费品,并且伊利金典有机奶的市场 定位为高档次商品,所以在广告投放的同时要分清主次区域。 重点传播区域,北京区,北京、天津、河北,、上海区,上 海、江苏、浙江,广东地区,广东、广西、湖南,在这些重点区 域销售,这些区域里普遍消费水平较高,经济发达,这些区域的 消费者追求高品质生活,既健康又营养,渴望得到高贵的心理享 受。这部分地区的目标消费者量大面广,所以对这一区域进行大 规模宣传,采用各种媒介组合宣传,到达良好的效果。 一般传播区域,在一般销售区域里,定在二级城市或部分三 级城市,由于这部分地区消费者经济能力和消费水平不如重点销 售区域的高,消费习惯没有完全改变,并不太追求高贵的心理感 受,对价格较贵的商品并没有形成消费惯性,所以这部分区域的 采用适量宣传,目标在于巩固原有客户挖掘新客户及其潜在客 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 户。 七、广告预算策划 ,一,影响广告预算的主要因素分析 1.企业的广告目标 ,1,即期目标,6个月,——销售额迅速增加 ,2,近期目标,1年,——提高市场占有率,提高品牌知名度 ,3,中期目标,3年,——树立品牌形象 ,4,长期目标,5年,——保证企业的长远发展 2.竞争对手的广告活动 近年来,蒙牛的活动整合营销仍保持高投入。2011年,先后赞助了包括《花儿朵朵》、《天骄之声、唱响校园》以及2011年环中国国际公路自行车赛等多项活动,并在博鳌论坛、探月工程、航天工程等各方面保持持续投入,而针对2012年的伦敦奥运会,蒙牛与蒙古国奥林匹克委员会签署了蒙古国运动员指定牛奶合作。2012年蒙牛公司全年的广告和宣传支出占到了总收入比例的7.6%,金额为28.4亿,较上一年的23.6亿元增长了20%。 2012全年,光明乳业公司广告费用发生额达到4.24亿元,同比2011年的3.52亿元,增长了20.45%。 3.企业资金实力 伊利集团是乳制品行业企业中规模最大、产品线最健全、最not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 具实力的企业。2011年伊利集团的营业收入为374.5亿元,归属于上市公司股东净利润为18.09亿元,同比增132.79%。2012年,伊利股份实现营业收入419.91亿元,同比增长超过12%,实现净利润17.17亿元。截止2012年,伊利集团已累计纳税近150亿元,截至2012年底,伊利集团共投入了约89亿元用于奶源升级与建设。 4.产品状况 伊利金典有机奶属于有机食品,来源于有机农业生产体系。每100克金典有机奶中蛋白质含量?3.5克,高出国家标准18.6%。伊利集团的“金典”系列是我国最早推出的有机牛奶品牌,填补了我国乳品行业没有有机产品的空白。2013年5月,在上海举行的第七届中国国际有机食品博览会上,伊利金典有机奶荣获 “特殊贡献奖”。作为国内最高端的液态奶产品,此次获奖是金典继2011年荣获第十一届中国国际有机食品和绿色食品展览会金奖、2012年SIAL China产品创新大奖后,再次斩获有机食品领域的国际化大奖。 近日,伊利股份对外发布了其2012年第三季度业绩公告。财报显示,前三季度实现主营业务收入329.09亿元,同比增12.70%。在这份靓丽的成绩单上,金典有机奶、营养舒化奶、QQ星儿童成长牛奶、畅轻酸奶、金领冠奶粉等明星产品销售良好,成为拉动业绩增长的关键力量。 ,二,上年度企业销售和广告费用开支情况分析 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 2011年伊利集团的营业收入为374.5亿元,其中伊利金典有机奶的销售额。2012年,伊利股份实现营业收入419.91亿元,。截至2013年3月27日,伊利2012年年报均已公布。据年报显示,伊利集团广告投放高达36.52亿元。但是伊利的广告促销费有所下降,由2011年的38.26亿元,降至2012年的36.52亿元,下降了1.7亿。根据伊利集团近日公布的2012年年报不难发现,伊利去年狂砸广告费36.52亿元,平均每天一千多万,这让伊利的知名度大增。 ,三,广告预算 预算方法,广告费用总额=销售额*广告费占销售额的百分比 企业2012年销售额为419.91亿元,按去年销售额的9%提取广告费。即,广告费总额=419.91*9%=37.79,亿, 伊利金典有机奶属于高端奶,而且正处于成长期,所以此次广告费用占广告费总额的比例约为8%,相对其他牛奶较高。即此次广告费用为,37.79*8%=3.02(亿) 广告预算时间,2013年6月1日 广告执行时间,2014年3月21日——2015年3月21日 广告费用总额,3.02亿元 广告预算的具体分配, 1. 市场调研费,25万,调查人员费、路费、资料费等, 2. 广告设计费,120万,设计团队人员费用,其中电视广告设计 费90万,广播广告设计费30万, not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 3. 广告制作费,2650万,详见表1, 4. 媒体投放费,244,619,840元,详见表2, 5. 管理费用,110万,3名营销经理,年薪50万,营销人员工 资50万,其他,10万, 6. 机动费用,广告总费用*10%+多出的预算费用 283,000,000*10%+30,160= 28,330,160 表1,广告制作费用预算 项目 开支内容 费用,元, 广告制作费 摄制团队费用,导演、摄影师等, 650万 1. 影视广告 演员报酬,王菲代言费、其他演1800万 2. 广播广告 员, 场地费 200万 总费用 —— 2650万 表2,媒体投放费用预算 媒体投放 投放媒体 投放次数 投放时间 投放费用,元, 电视 CCTV-1 一年,每天三次 8:30、11:57 198,414,000 20:01 江苏卫视 一年,每周十次 09:10、12:00 37,700,000 18:55 04:00-06:00 广播 中央人民3月到9月,每天8,505,840 09:00-10:00 广播电台 四次 12:00-13:00 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 20:30-21:00 总费用 244,619,840元 ,注,具体计算过程, 电视,CCTV-1 ,68,400+158,400+316,800,*365=198,414,000,元, 江苏卫视 30,000*104+300,000*52+52,000*365=37,700,000(元) 广播,中央人民广播电台 ,6,730+10,700+6,730+10,700,*244=8,505,840,元, 八、广告效果预测 ,一,广告效果评估的作用意义 企业做广告的最终目的是为了给企业带来利益,所以投入的每一部分都应当产生相应的经济效用。为了查明究竟广告花费的实际效果,哪部分回报效率高,哪部分回报率低,是十分有必要的调查研究工作只有靠效果效果评估,广告主及广告公司才有改进广告运动的行动指南。广告效果评估也就具有了重要的指导意义, 1.有利于加强广告主的广告意识,提高广告信心。信心影响广告主企业的信心,也影响对广告费用预算的确定, 2.广告效果的评估,可以检查和印证广告目标是否正确,广告媒体的运用是否合适,广告发布时间与频率是否得当,广告主not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 题是否突出,广告创意是否新颖独特等。 3.广告效果的评估,还可以促使广告策划、设计、制作、传播水平的提高,从而使广告活动朝着更加科学化、规范化、系统化的方向发展。 ,二,广告效果预测 1.广告能够很清楚的说明伊利金典有机奶的特色,让消费者理解伊利金典有机奶追求优质生活的理念,让接收广告的消费者了解伊利的产品和企业文化。 2.经过广告宣传之后,可使伊利金典有机奶的品牌知名度有更大程度的提高,在以后的购买中,会首先想到伊利金典有机奶这一品牌。 3.能够充分开发潜在市场,使伊利金典有机奶的销售范围扩大,提高伊利金典有机奶在高端奶品市场占有率,从而加强伊利金典有机奶的市场影响力。 4.使一般消费者经常性的购买伊利的品牌,能够比较严格的区分伊利的产品与其它的产品,形成品牌差异化。 5.实施广告之后,伊利金典有机奶的购买率将会不断提高,产销量也会有较大的提高,进而提高企业的利润,预计广告投放后伊利金典有机奶的年销售额将大量提升,推动企业不断成长壮大。 九、整合营销活动策划 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 伊利金典有机奶路演活动策划方案 ,一, 活动主题 五月—温暖春心,“典”亮有机生活 ,二,活动时间 2014年5月1日——2014年5月31日 ,三,策划概述 活动主要是以互动游戏和演出吸引群众眼球,以体现天然、健康为主线。以大众的健康游戏“植物大战僵尸”的模式来改编成伊利金典有机奶大战有害添加物的形式,让大家加深印象,直接对产品自身提高安全感。舞台设计、宣传、人员、物资可进一步了解详细活动时间表与场地进行设计与完善,进行细化执行方案。 ,四,活动目的 1.在产品层面上,能够将伊利金典有机奶绿色、天然、健康的产品特点加以适当露出,传播机奶的特点。 2.在品牌形象宣传上,与广告方向一致,凸显“有机、天然”的品牌核心。 3.在与消费者沟通方面,能够最大的引发消费者的关注和参 与,形成春日活动热潮。 4.在销售刺激方面,能够实现良好的销售业绩的拉动,巩固市场。 ,五,活动形式 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 采用表演融合互动游戏的形式,将本次路演做成一次有看头,有趣味,有新意的“秀”。注重活动的参与性、趣味性、区别于简单的表演活动。 1.五月活动期间,所有金典有机奶的外包装上加贴一“纯金品质”标志。 2.消费者收集指定数量的“纯金品质”标志,参与全国性抽奖,奖品即为一枚真正的纯金金牌。 3.卖场内消费者只要购买一定数量的产品,可以获赠小礼品,同时如到路演现场提交收集好的标志,伊利市场人员负责收集,,则可获得额外的惊喜礼品， 4.现场抽奖。 ,六,卖场布置 1,卖场统一形象装饰,如堆头等制作安排。 2.张贴统一的促销宣传海报,宣传活动信息。 3.促销员向消费者解说活动,告知其本次路演信息,鼓励消费者现场参与。 ,七,路演现场布置 1.现场布景以草绿色、水蓝色为主基调。 2.划分出表演区、促销区、游戏区、奖品兑奖区,试饮活动穿插其中。 ,八,现场环节 1,预热环节,播放DJ音乐暖场,烘托气氛,激情的音乐吸not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 引群众围观。 2.开场介绍,主持人开场介绍,进行简单的活动介绍。向大家宣传“有机”概念并播放简单有趣的视频介绍伊利金典有机奶的生产过程。 3.有奖问答,主持人配合随场项目游戏的参与者,进行有奖问答,关于伊利金典有机奶的问题,,派发小礼品。 4.游戏环节, 游戏一,挤牛奶 先简单教授正确的挤奶方法,然后随机抽取群众分成两组,在规定的时间里以组为单位,毫升多的一方获胜。,获胜者派发伊利小礼品, 游戏二,金典拼图 两幅拼图,草原、蓝天、牛奶为一幅拼图 金典有机奶包装为一幅拼图 拼图难度较低,目的是为了让群众更了解天然、无污染的概念,以沙漏计算时间,两幅拼图全部完成的为优胜者。,获胜者派发伊利小礼品, 游戏三,健康超人大战公害添加剂 游戏角色,健康超人由金典有机奶扮演,公害添加剂由奶制品的有害添加剂扮演,武器为白色小圆球。,粘性质地, 游戏规则,以组为单位,由参加者扮演伊利金典有机奶,向添加剂扮演者身上投掷粘球,粘球多的一方获胜,由主持人进行颁奖,not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 并互动提问。 游戏四,金典有机奶疯狂大抢购 游戏规则, ,1,现场邀请6位观众,每两人为一组,用绳子将每组选手的腿绑在一起。 ,2,在参与者的对面放置装满金典有机奶的购物框,参与者要在规定时间内跑到对面抢购牛奶。 ,3,安排一位穿着卡通服饰的员工在选手途中捣乱。参与者要想尽一切办法突破重围抢购牛奶,并且在规定的时间内返回原点。 ,4,比赛时间可试现场情况而定,参考值30秒。过关后参与者可以将抢到的牛奶作为礼品带回家。 5,演出环节, ,1,新派蒙古舞,伊利金典有机奶,与来自大草原蒙古舞气质相投,最能传达产品信息并引起共鸣。, ,2,草原表演组合,弹唱组合,最适合现场吸引人气,浓郁的草原风情同样会带给城市生活的人们新鲜的视听体验。, ,九,抽奖环节 方案一,转盘形式 方案二,滚动大屏幕形式,需工作人员在入口处发放抽奖牌。, ,十,活动工作人员安排 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project 1.伊利促销人员12名,均为女性,,促销区4名,游戏区4名,兑奖区4名。 2.会场工作人员,8—10名。 3.主持人,1名,男性,。 4,服装要求,促销员均要女性,白色长袖上衣,绿色短裙,服装加有伊利金典有机奶LOGO标志。 ,十一,预算 预算执行日期,2014年5月1日——2014年5月31日 项目 费用,元, 舞美、音响、视频设备费用 800,000 演出人员、主持人、促销人员费用 200,000 舞台堆头、宣传海报、贴纸 20,000 服装、道具 15,000 活动礼品 50,000 舞台背景设计制作 60,000 总费用 1,145,000 not allowed to stay at the construction site, is strictly prohibited in the construction site, gambling, fighting, fighting. Workers should be carried out once a month security education, participate in the public security Committee the general contractor on a quarterly basis, organize regular security check. Non-site staff are not free to enter the construction site, alien contact, or someone must agree after the gatekeeper registration backward Into the site. Nineth part, cabling, electronic system acceptance criteria GB50257-96 electric equipment installation engineering code for construction and acceptance of low-voltage electrical GB50258-96 1KV and below wiring of the electric equipment installation engineering code for construction and acceptance of GB/T50312-2000 code for engineering acceptance of generic cabling system for building and campus GB50169-92 grounding of the electric equipment installation engineering code for construction and acceptance of other related acceptance acceptance of main content : (From the above specifications) equipment inspection requirements: engineering quality in order to meet the national standards for the purpose of installation materials needed by a party a qualified investment. Works with cable equipment type, size, quantity, quality checks should be carried out before the construction, no factory inspection to prove material or inconsistent with the design must not be used in the project. The test equipment shall make records, separately for conformity should be stored for verification and processing. Cables, equipment used in the project