[转帖]09年央视广告费用下降过半，伊利营销何去何从

datouzhizhu 发表于 2009-2-16 14:31:12

<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">    根据易观国际<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">Enfodesk<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">统计并发布的数据显示，伊利集团在<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">2009<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">年央视招标会上花费<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">1.24<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">亿，是其董事长潘刚接手伊利<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">4<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">年来花费最少的一次。 <img alt="" src="http://www.analysys.com.cn/UserFiles/watered/49443.jpg"/> <p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 160%; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 2.0;"><span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;"><clk></clk>伊利每年在电视上的广告投入都相当可观，仅央视一家来说，伊利从<clk></clk>2007<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">年投入1.65<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">亿，一举跃升到2008<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">年的3.74<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">亿投入，增长比例高达126.7%<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">。由此可见在2008<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">年初的时候，伊利对于08<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;"><clk></clk>年奶制品行业的发展，以及对自家企业来年的的表现还是充满信心的。一年时间过去了，伊利的信心并没有换来相应的市场预期。在央视的广告投从上一年的<clk></clk>3.74<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">亿，跳水下滑到1.24<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">亿，甚至跌破了2007<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">年的投入数额。这样一个结果可算是意料之外，也是情理之中。易观国际分析认为其原因主要有以下三点：
   1. <span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;"><clk></clk>伊利已连续两年亏损，营销费大幅度被削减；<clk></clk>
   2. <span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">伊利将更多的营销费用转移至地方卫视（如湖南卫视）和互联网；央视对伊利来说已经不是唯一的选择。
   3. <span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;"><clk></clk>伊利将相当一部分营销费用由于形象再塑造，公关活动增多。传统的广告模式已经不能适应伊利在<clk></clk>2009<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">年的发展战略。

datouzhizhu 发表于 2009-2-16 14:34:23

<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">雪上加霜的2008    <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">根据易观国际<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">Enfodesk<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">发布的数据显示，伊利股份<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">2008<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">年上半年的营业收入达到<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">115.11<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><clk></clk>亿元，较去年同期稳健增长<clk></clk><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">23.06%;<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">利税总和为<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">8.25<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">亿元，较去年同期增长<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">35.16%<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">。其中，净利润总额为<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">2.56<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">亿元，同比增长<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">12.51%<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">。伊利股份<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">2008<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">年前三季度实现主营收入<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">191.1<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">亿元，比上年同期增长<span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: Arial; LETTER-SPACING: 0.75pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA; mso-fareast-font-family: 宋体;">29.67%<span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">。 <img height="368" alt="" src="http://www.analysys.com.cn/UserFiles/watered/49444.jpg" width="497"/> <img height="362" alt="" src="http://www.analysys.com.cn/UserFiles/watered/49445.jpg" width="493"/> <p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 160%; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 2.0;"><span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">根据易观国际Enfodesk<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">的监测数据显示，受“<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">三聚氰胺”<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">事件影响，伊利股份三季报显示，当季亏损2.26<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">亿元，前三季度亏损1.09<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">亿元(<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">基本每股收益-0.14<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">元)<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">，比上年同期下降133.02%<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;"><clk></clk>。公司第三季度时提取了<clk></clk>1.26<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">亿元存货减值损失，而三季度末时其存货22.2<span style="COLOR: black; LINE-HEIGHT: 160%; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: Arial; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial; mso-bidi-font-size: 10.5pt; mso-font-kerning: 0pt;">亿元。

datouzhizhu 发表于 2009-2-16 14:41:11

从“三聚氰胺”事件爆发后的后续情况来看，此次危机主要是造成了公司销售额下跌、存货减值增加、销售费用等成本增加，对其全年业绩带来了致命的打击。       在乳制品行业，由于目前国内内外资企业在税收政策上的不统一，部分外资企业凭借在税收、政策方面的巨大优势加大在广告、促销等方面的投入力度，导致市场竞争激烈，使企业不得不增加在营销费用上的投入。近两年来，伊利的销售费用居高不下，约占销售收入的20%左右。      2008上半年，伊利奥运营销的开销较以往较大，三季度“三聚氰胺”事件的爆发再次使伊利的销售费用大幅增加。由于该事件对乳业公司的影响主要为产品召回和销毁、赔偿、销量下降以及公关费用增多，根据易观国际Enfodesk的监测数据显示，伊利三季度的销售费用同比大增9亿元，资产减值损失1.26亿元。 2009年，何去何从？     由于伊利和其主要竞争对手在本次乳业危机中都损失惨重，加上对过去价格竞争策略的反思，目前市场乳制品价格已经基本恢复到正常水平，促销活动也有显著减少。虽然2009年的销售费用增长可能低于预期，但是为了在洗牌中建立一定的防御性，电视等广告宣传支出规模仍然较大。      总的来说，2009年对于中国乳业是恢复期。从目前的情况看，伊利股份的销售恢复速度已经快于预期，目前已恢复到危机发生前8成左右。而整个液体乳行业情况也同样出现了明显好转。 背景资料：伊利的营销道路    伊利集团1996年以前的营销策略为“单兵作战”与“分区而治”，由于产品处于供不应求状态，突出的卖方市场导致公司对市场营销规划与管理重视不够，研发与销售、销售与市场管理脱节较大，不少市场的营销依赖客户，传统的金字塔式销售使经销商为了追求利益，不惜窜货与捆绑销售，产品从厂家到消费者手中流通环节过多，层层加价，通路反映速度和执行到位程度较差，新产品推广和销售支持政策，实施难以有力贯通。

datouzhizhu 发表于 2009-2-16 14:41:49

1996年至2000年，伊利公司营销策略调整为“规范市场”与“精耕细作”，由于对市场管理力度不够，公司片面追求销量的营销方式，导致客户众多，网点密布，竞争混乱，客户利益微薄，产品销售额有明显下降，针对这种情况，伊利公司开始逐步规范市场，并注重加强市场管理，派驻业务人员协助经销商精耕细作，针对不同市场划分不同档次，采取不同策略，在市场层次上，从一般市场到重点市场、信誉市场实行三级分立管理，将一般市场逐步升级为重点市场，若效果不佳，则果断撤除，待时机成熟时在进入。对于销量大，平稳上升的重点市场，采取经销上与直控网络相结合的模式。凡是条件成熟的城市，均建有自己的配送网络和完善的售后服务体系，保证及时进行各类产品配销以及向顾客提供售后服务。     2003年，伊利公司营销策略调整为由传统的4P向4C转变，“全面整合，决胜终端”，主要营销目标也由追求利润最大化转向顾客满意最大化，谋求企业长远发展，重视消费者需求，精心培育市场，大力营造自己的营销网络，在内部管理上成立事业部管理体制，统一管理、统一营销，各事业部又在各地设立了分公司、办事处、配送中心，并实施对终端的全面铺货与促销刺激，减少中间环节，建立快速反应机制，取消制约发展的省级总经销或部分地区经销商，扶持中小客户，大力发展二级批发与零售商，缩短营销通路，经过全面整合，伊利公司的营销能力适应市场需求，取得了飞跃发展。   目前伊利的营销已进入整合营销阶段。整体上从追求利润最大化向满足顾客需求规模竞争方向转变，从无差异化、分散性营销向差异化、细分化、集中性营销转变，从单一的产品、促销、竞争向全面、系统整合营销转变，从传统的4P向4C转变，即产品向需求转变，促销向沟通转变，价格向价值转变，渠道向方便转变，注重培养品牌亲和力，注重深度分销。

kelonsh 发表于 2009-2-19 14:11:04

这些奶企基本功不好，营销费用花的再多也不会讨好的。毕竟消费者是唯一关心自己健康的人，而且一旦有负面的消息传来，首先会放弃这个所谓的名牌。

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[转帖]09年央视广告费用下降过半，伊利营销何去何从