电通-雪花啤酒传播策略.pptx

1600160018001800190019002000200022312231227422740 050050010001000150015002000200025002500199619961997199719981998199919992000200020012001销量销量2001数字出自青岛数字出自青岛啤酒股份有限公司啤酒股份有限公司2001年年度报告年年度报告珠海珠海重庆重庆郑州郑州厦门厦门西安西安珠啤珠啤52.9452.94 山城山城45.7445.74 奥克奥克66.8466.84 惠泉啤酒惠泉啤酒45.5145.51 汉斯汉斯77.0777.07麒麟麒麟6.356.35 重庆重庆42.7142.71 金星金星13.6213.62 雪津雪津30.930.9 宝鸡宝鸡10.2810.28青岛青岛6.286.28 蓝剑蓝剑3.383.38 金星王金星王5.485.48 银城王银城王12.2412.24 百威百威2.692.69蓝带蓝带6.156.15 嘉士伯嘉士伯0.830.83 青岛青岛4.444.44 百威百威1.321.32 青岛青岛2.622.62喜力喜力5.695.69 青岛青岛0.660.66 百威百威1.871.87 青岛青岛1.291.29 汉莎汉莎2.252.25无锡无锡乌鲁木齐乌鲁木齐温州温州天津天津武汉武汉太湖水太湖水60.9760.97 新疆啤酒新疆啤酒79.4379.43 其他牌子其他牌子41.9341.93 莱格L a ige莱格L a ige34.4734.47 行吟阁行吟阁79.6879.68百威百威16.9916.99 乌苏啤酒乌苏啤酒12.3912.39 百威百威32.1732.17 丽都丽都20.2320.23 金龙泉金龙泉10.810.8青岛青岛4.894.89 蓝带蓝带1.551.55 蓝带蓝带16.7716.77 豪门豪门12.2612.26 百威百威3.843.84三得利三得利3.863.86 科罗娜科罗娜0.70.7 青岛青岛1.011.01 干麦干麦9.79.7 青岛青岛1.561.56贝克贝克2.362.36 嘉士伯嘉士伯0.680.68 百迪百迪0.680.68 蓝带蓝带3.763.76 蓝带蓝带0.970.97太原太原苏州苏州石家庄石家庄沈阳沈阳深圳深圳迎泽迎泽74.8374.83 三得利三得利44.2844.28 三九三九85.0985.09 雪花雪花67.8767.87 金威啤酒金威啤酒75.2875.28青岛青岛8.518.51 百威百威19.319.3 青岛青岛3.373.37 绿牌绿牌14.814.8 青岛青岛8.338.33百威百威2.942.94 太湖水太湖水11.9411.94 燕京燕京2.842.84 青岛青岛5.215.21 喜力喜力3.353.35青岛( 五星 )青岛( 五星 )2.522.52 青岛青岛5.495.49 青岛( 五星 )青岛( 五星 )1.351.35 黄牌黄牌4.784.78 嘉士伯嘉士伯2.272.27金星啤酒金星啤酒1.31.3 莱克R h eineck莱克R h eineck3.863.86 蓝带蓝带1.161.16 百威百威1.121.12 蓝带蓝带1.291.29南京南京南昌南昌上海上海青岛青岛宁波宁波金陵金陵54.0654.06 南昌南昌83.2683.26 三得利三得利58.0458.04 青岛青岛89.4289.42 KK啤酒啤酒52.4552.45百威百威15.5815.58 蓝带蓝带2.842.84 力波力波15.115.1 崂山啤酒崂山啤酒6.026.02 其他牌子其他牌子32.1632.16莱克R h eineck莱克R h eineck12.2912.29 青岛青岛2.562.56 百威百威8.588.58 青岛( 五星 )青岛( 五星 )2.842.84 青岛青岛2.932.93青岛青岛6.926.92 惠泉啤酒惠泉啤酒2.462.46 青岛青岛4.634.63 蓝带蓝带0.360.36 百威百威2.272.27蓝带蓝带1.51.5 百威百威2.262.26 光明光明3.653.65 燕京燕京0.250.25 蓝带蓝带1.941.94兰州兰州昆明昆明济南济南合肥合肥杭州杭州五泉五泉53.4253.42大理大理48.2548.25趵突泉趵突泉77.8177.81龙津龙津53.0353.03西湖西湖80.480.4黄河黄河34.4834.48澜沧江澜沧江17.717.7黑趵黑趵8.768.76零点零点12.6512.65百威百威5.85.8汉斯汉斯2.832.83百威百威9.999.99青岛青岛6.856.85廉泉廉泉7.747.74中华中华3.13.1青岛青岛1.181.18KK啤酒啤酒6.856.85北冰洋北冰洋1.551.55喜宝喜宝6.316.31青岛青岛2.972.97嘉士伯嘉士伯0.970.97青岛青岛6.156.15百威百威0.790.79雪花雪花5.995.99钱江钱江1.861.86广州广州福州福州贵阳贵阳大连大连成都成都珠啤珠啤28.728.7惠泉啤酒惠泉啤酒51.4951.49其他牌子其他牌子57.3857.38黑狮黑狮66.9366.93蓝剑蓝剑37.0537.05珠江纯生啤酒珠江纯生啤酒27.6327.63雪津雪津24.4724.47漓泉牌漓泉牌17.1517.15棒棰岛棒棰岛17.9317.93绿叶绿叶33.1933.19生力生力12.8412.84榕城榕城8.798.79青岛青岛3.093.09凯龙凯龙4.74.7雪花雪花11.6511.65广氏菠萝啤广氏菠萝啤11.7411.74新榕城新榕城4.214.21嘉士伯嘉士伯1.981.98百威百威2.972.97百威百威4.594.59百威百威5.425.42青岛青岛2.252.25蓝带蓝带1.361.36大连大连2.322.32嘉士伯嘉士伯4.144.14长春长春北京北京海口海口哈尔滨哈尔滨长沙长沙银瀑银瀑46.0546.05燕京燕京89.2589.25力加力加81.5281.52哈尔滨啤酒哈尔滨啤酒82.9382.93白沙白沙88.7988.79华丹华丹42.6342.63北京北京2.592.59奥克奥克6.376.37三星(SAMSUNG)三星(SAMSUNG)12.1412.14百威百威4.194.19青岛(五星)青岛(五星)1.751.75青岛青岛1.731.73虎牌Tiger虎牌Tiger2.672.67蓝带蓝带1.11.1青岛青岛0.940.94青岛青岛1.741.74青岛(五星)青岛(五星)1.631.63青岛青岛2.42.4青岛青岛0.960.96太阳啤太阳啤0.870.87金士百金士百1.251.25百威百威0.710.71生力生力1.081.08百威百威0.530.53蓝带蓝带0.690.69高高浓浓度度淡淡色色啤啤酒酒麦麦汁汁浓浓度度1 13 3% %（m m/ /m m) )以以上上中中等等淡淡色色啤啤酒酒浓浓度度麦麦汁汁浓浓度度1 10 0- -1 13 3% %（ m m/ /m m) )低低浓浓度度淡淡色色啤啤酒酒麦麦汁汁浓浓度度1 10 0- -% %（m m/ /m m) )以以下下干干啤啤实实际际发发酵酵度度在在7 72 2% %以以上上低低醇醇啤啤酒酒酒酒精精含含量量2 2% %( (m m/ /m m) )或或2 2. .5 5% %( (V V/ /V V) )以以下下淡淡色色啤啤酒酒色色度度在在5 5- -1 14 4 E EB BC C单单位位包包括括淡淡黄黄色色、金金黄黄色色、棕棕黄黄色色高高浓浓度度浓浓色色啤啤酒酒麦麦汁汁浓浓度度1 13 3% %（m m/ /m m) )以以上上低低浓浓度度浓浓色色啤啤酒酒麦麦汁汁浓浓度度1 13 3% %（m m/ /m m) )以以下下浓浓色色干干啤啤酒酒实实际际发发酵酵度度在在7 72 2% %以以上上浓浓色色啤啤酒酒色色度度在在1 15 5- -4 40 0 E EB BC C单单位位包包括括棕棕色色、红红棕棕色色、红红褐褐色色黑黑啤啤酒酒色色度度大大于于4 40 0 E EB BC C单单位位原原麦麦汁汁浓浓度度高高，酒酒精精含含量量5 5. .5 5% %左左右右全全麦麦芽芽啤啤酒酒全全部部以以麦麦芽芽为为原原料料（或或部部分分用用大大麦麦代代替替）采采用用浸浸出出或或煮煮出出法法糖糖化化酿酿制制的的啤啤酒酒小小麦麦啤啤酒酒以以小小麦麦为为主主要要原原料料( (占占总总原原料料4 40 0% %以以上上) )采采用用上上面面发发酵酵或或下下面面发发酵酵法法酿酿制制的的啤啤酒酒浑浑浊浊啤啤酒酒在在成成品品中中存存在在一一定定的的活活酵酵母母菌菌，浊浊度度为为2 2. .0 0- -5 5. .0 0 E EB BC C浊浊度度单单位位的的啤啤酒酒其其它它啤啤酒酒按按色色泽泽划划分分职职称称珠海珠海重庆重庆郑州郑州厦门厦门武汉武汉西安西安无锡无锡乌鲁木齐乌鲁木齐温州温州15-24喝啤酒群体15-24喝啤酒群体14.914.914.7114.7112.4612.4612.812.814.514.511.3211.3213.2913.2913.3613.3613.1213.1225-34喝啤酒群体25-34喝啤酒群体343420.120.126.4626.4622.522.522.422.425.1225.1221.2321.2329.4329.4323.3823.3835-44喝啤酒群体35-44喝啤酒群体30.330.327.2427.2427.9527.9527.927.929.129.127.0727.0725.2625.2625.6925.6922.7922.7945-54喝啤酒群体45-54喝啤酒群体12.912.921.3621.3616.3916.3920.320.318.918.918.8118.8124.1624.1613.2513.2523.0823.0855-64喝啤酒群体55-64喝啤酒群体5.845.848.98.98.768.7610.110.19.129.128.928.929.149.1411.9611.969.239.2365以上喝啤酒群体65以上喝啤酒群体2.12.17.687.687.987.986.376.375.995.998.758.756.936.936.36.38.48.4太原太原苏州苏州石家庄石家庄沈阳沈阳上海上海深圳深圳青岛青岛宁波宁波南京南京15-24喝啤酒群体15-24喝啤酒群体111112.7112.7111.7211.7210.910.912.712.713.5213.5211.2511.2511.3311.3313.8813.8825-34喝啤酒群体25-34喝啤酒群体25.225.215.3115.3125.925.919.819.810.910.930.2530.2519.8919.8918.6318.6319.5119.5135-44喝啤酒群体35-44喝啤酒群体32.732.727.0927.0927.3127.3132.932.927.627.629.4629.4626.7426.7427.0427.0429.8529.8545-54喝啤酒群体45-54喝啤酒群体171723.1723.1715.7215.7219.819.826.826.817.7117.7123.4123.4125.3325.3319.6219.6255-64喝啤酒群体55-64喝啤酒群体8.38.312.7512.759.529.528.718.719.459.456.516.5110.8110.8110.2810.289.569.5665以上喝啤酒群体65以上喝啤酒群体5.755.758.968.969.839.837.937.9312.612.62.552.557.97.97.387.387.587.58兰州兰州昆明昆明济南济南合肥合肥海口海口杭州杭州哈尔滨哈尔滨贵阳贵阳天津天津15-24喝啤酒群体15-24喝啤酒群体 17.2417.2416.5916.5912.0912.0910.2810.28 15.9315.9310.0910.0910.7710.7715.2115.2112.2812.2825-34喝啤酒群体25-34喝啤酒群体 27.5327.5325.2425.2422.122.126.426.4 36.8136.8116.5416.5421.5521.5527.3827.3815.4115.4135-44喝啤酒群体35-44喝啤酒群体 25.8225.8222.0622.0627.4227.4227.3127.31 24.2724.2727.5327.5326.926.928.9228.9229.9429.9445-54喝啤酒群体45-54喝啤酒群体 15.6715.6717.5617.5619.6919.6918.6618.66 13.613.623.1123.1119.2619.2615.2715.2723.6123.6155-64喝啤酒群体55-64喝啤酒群体 6.586.5810.4510.4510.4310.439.299.295.475.4711.8211.8211.8511.858.238.239.289.2865以上喝啤酒群体65以上喝啤酒群体 7.157.158.118.118.278.278.068.063.923.9210.9110.919.679.674.984.989.489.48大连大连成都成都长沙长沙长春长春北京北京广州广州福州福州南昌南昌15-24喝啤酒群体15-24喝啤酒群体7.77.713.9113.9114.2514.2510.2810.28 11.2611.2611.7811.7811.3711.3714.0114.0125-34喝啤酒群体25-34喝啤酒群体 21.7521.7526.3426.3423.8123.8123.323.3 15.6915.6920.620.623.1723.1723.4523.4535-44喝啤酒群体35-44喝啤酒群体 30.2430.2425.8625.8623.923.928.8728.87 31.1931.1928.4728.4728.1328.1323.1323.1345-54喝啤酒群体45-54喝啤酒群体 20.1720.1717.7217.7220.920.920.0520.05 18.9318.9318.5818.5819.2719.2721.1421.1455-64喝啤酒群体55-64喝啤酒群体 8.918.919.299.2910.2810.2810.1510.15 10.7610.7611.8111.8111.4511.4510.410.465以上喝啤酒群体65以上喝啤酒群体 11.2311.236.886.886.866.867.367.36 12.1812.188.758.756.616.617.877.87北京北京上海上海广州广州重庆重庆燕京89.9三得利47.2珠江38.8山城71.1五星1.7力波17.5生力26.2重庆11.8青岛1.4青岛7.7青岛7.8双喜3.2百威6.4蓝带6.1青岛2光明3.1百威5.3雪花1.7喜力2.5广氏菠萝5.1五星2.3喜力3.4虎牌2.1武汉武汉西安西安沈阳沈阳行吟阁68.6汉斯63.4雪花62.2金龙泉13.4宝鸡16.1沈阳黄绿牌15.7东西湖5.1红爵1.8百带6.7百威4.5贾天全4.9青岛3.1北京北京上海上海广州广州重庆重庆燕京71.9三得利38.6珠江29.5山城56.4五星4.7力波13.6生力28.7重庆9.8青岛2.3百威7.4青岛7.6青岛4.4北京1.5青岛6.8蓝带5.5双喜2.3贝克3.5百威4.3蓝剑2.2喜力3喜力3.5清啤1.9虎牌1.9广氏菠萝3.3百威1.4五星1.7嘉士伯1.4蓝带1.3光明1.3武汉武汉西安西安沈阳沈阳行吟阁46.8汉斯49.9雪花51.2金龙泉12宝鸡12.9沈阳黄绿牌10.2百威12青岛2.8青岛7.6青岛3.8百威2.7百带7.3东西湖2.6西北狼2.2贾天全3蓝带2.3红爵1.2清啤2.1百威1.9五星1.4蓝带1.1日本麒麟啤酒日本麒麟啤酒命名建议：命名建议：w 生鲜生鲜 啤酒啤酒w 新生新生 啤酒啤酒w 生榨生榨 啤酒啤酒w 新新 啤酒啤酒w 特生特生 啤酒啤酒w 特纯特纯 啤酒啤酒杂志广告杂志广告