[原创]天宏面业，挂面营销附加值的神话（一）
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><strong>演绎挂面营销神话</strong></span><span><strong><?XML:NAMESPACE PREFIX = O /><o:P></o:P></strong></span></span></font></font></p><p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">2008</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">年</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">月，天智品牌行销顾问机构与安徽淮北天宏集团挂面营销项目达成协议，这是天智继中粮集团后又一起挂面营销大案，签约后天智组建挂面营销策划团队，对国内挂面营销从消费认知、品牌概念、竞争对手、区域产品消费特色等多方面展开全面调查。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">经过对淮北、芜马铜、淮南、阜阳、合肥七个城市的大型超市和批发市场挂面营销现状深度调研后，天智挂面营销策划团队发现天宏挂面营销与其他粮油营销一样，面临着产品创新、渠道创新、促销创新、价格提升等诸多困惑，并总结了</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">个“低”</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">——无创新、低价值的同质产品；</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">——品牌影响力和品牌价值低，无品牌责任；</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">——高强度竞争价格，造成利润低，无力拓展，无力传播。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">如果与方便面市场类比研究：</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">同是面食产品，经历短短</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">30</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">年的发展，方便面销售</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">2006</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">年已达</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">327.9</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">万吨</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">,</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">而挂面产量仅为</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">250</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">万吨！</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">是什么让如此相似的两个品类市场差距如此之大？</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">方便面作为一个典型的空降品类，营销不但在口味上下功夫，更在口味概念营销层面充分调动消费者内心的认知经验，使之联想产生能动作用，市场的细分经营使各家品牌在自己的领地上找到了一片蓝海；挂面和面粉一样，其本质作为一种基础食品，营销无法变成纯概念产品，挂面营销的价格体系必须符合消费认知，在中国传统饮食文化上挖掘卖点是提升挂面营销的出路。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><strong>知己知彼<span style="mso-spacerun: yes"><font face="Times New="New"Roman"> </font></span>百战不殆</strong></span><strong><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></strong></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">对国内挂面营销所存在情况进行了详细的摸底之后，天智挂面营销策划团队确信了天宏集团当前问题不仅仅是修改包装能解决的，我们再次将目光聚焦到安徽挂面营销外部市场环境与天宏集团内部问题上来，集团自身的资本和市场经营力量雄厚，在淮北具备一定的影响力；良好的政府关系手握农产品原料资源；但产品质量成为发展的软肋；生产安排和成本运作没有科学规划，导致销售系统不敢进超市。</span></span><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></o:P></span></span></font></font></p>
<p class="MsoNormal" style="MARGIN: 12pt="12pt"0cm; LINE-HEIGHT: 17pt; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-line-height-rule: exactly; mso-para-margin-top: 1.0gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: 1.0gd; mso-para-margin-left: 0cm" align="left"><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span style="FONT-SIZE: 12px"><span style="COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-ascii-font-family: 'times new="new"roman'; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-hansi-font-family: 'times new="new"roman'">所以天智挂面营销策划团队任务不仅仅是给天宏做挂面营销，更是一场地方上挂面营销改革，任务之艰巨，虽然是一直专注于农业产业化的天智挂面营销策划团队也感到有一丝压力，但豁达的领军人高总则说：“这更是一次机遇！”</span></span></span></font></font><font size="3"><font color="#000000"><span style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'times new="new"roman'; mso-hansi-font-family: 'times new="new"roman'"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: #222222; FONT-FAMILY: 宋体; LETTER-SPACING: 0.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:P></p></o:P></span></span></font></font>
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