[原创]天宏面业，挂面营销附加值的神话（二）
<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>机遇与挑战，考验天智的判断！</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 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'">于是天智挂面营销策划团队再次回过头对国内挂面营销进行分析，</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">2004</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'">年前安徽</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">20</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'">家企业挂面营销量报道：总产量</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">63.6</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，销售额</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">19.99</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'">亿元，比</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">2003</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'">年同比产量增长</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">25.4</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'">％，销售额增长</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">39.2</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'">％，销售额增长多于产量增长</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">14</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'">％！增长的背后，原粮的价格还在上涨，挂面营销的价格并没有大幅度上涨，那销量是从何而涨呢？</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'">天智挂面营销策划团队市场调查发现，消费人群的增长了！</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'">通过新生代市场监测机构调研发现：有一个极具消费力和影响力的群体——新富阶层正在崛起。</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'">作为中国的二线城市，安徽</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">7</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'">市城市白领平均工资</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">2003</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'">调查显示在</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">1500</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'">—</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">3000</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'">之间，这几年新增了一批新富人群，收入在</span><span lang="EN-US" style="COLOR: black; LETTER-SPACING: 0.5pt; mso-font-kerning: 0pt"><font face="Times New="New"Roman">5000-6000</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'">之间，但挂面本身又一种传统带有历史色彩的食品，所以天智将安徽的消费人群分为两类：传统和新富。</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'">针对这两类消费群体，天宏如果用传统的挂面营销策略和手段面对不同消费群，将会造成挂面营销错位！</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'">于是，天智挂面营销策划团队提出不同产品和品牌满足不同需求的策略，并以此为依据对天宏挂面营销展开“双重出击”。</span></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'"></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></p></o:P></span></span></font></font>
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