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1、啤酒品牌的广告策划书Marketanalysis(1)marketingenvironmentanalysis1.macroenvironmentanalysisAoveralleconomicformationWithChina'ssuccessfulentryintoWTO,foreigninvestmentinChinacontinuestoincrease,China'seconomyisapromising.Ourprovincerapidincomegrowth,accordingtotheProvincialBur
2、eauofStatistics:2001nationalpercapitadisposableincomeof5426yuan,01years,theprovince'surbanandruralresidentssavingsdepositsreached257billion840millionyuan.Theprovince'sretailsalesofsocialconsumergoodsatotalof34billion100millionyuan.EspeciallyinthecityofHarbin,thecityi
3、sexpandedtothenorthsouth,investmentcontinuedtoincreaseinefficiency.Enterprisesintheprovincerebounded.EngelcoefficientinHeilongjiangprovincefor01yearsfor37.2%.(JapaneseforfamilyfoodexpenditureaccountedfortotalhouseholdexpenditureproportionofJapaneseworkers50yearsto57.
4、3%years,63for39.7%,80yearsthe29.3%and81years,foodexpenditureofurbanresidentsinChinaaccountedfor56.66%,91for53.8%years).Inviewofthis,thelevelofourprovincein70stheEngelcoefficientisequivalenttotheoldcapitalistcountries.Wecanseethatwiththedevelopmentofeconomyofourprovin
5、cewilldecreasetheEngelcoefficient,theprovincehas60%laid-offworkersenteredthereemploymentservicecenter,andthetimelyandfullreceivedbasiclivingallowance.Fromtheoveralleconomicdevelopment,theeconomyofourprovince.Now,therapiddevelopment.ConsumptiontrendofBTheEuropeanwinei
6、ndustryexpertsandresearchinstitutionsplatolgicmadeaglobalbeerreport,globalbeerconsumptionto2010willbemorethan180billion.Havethepotentialto2010percapitabeerwillreach26%by2010fromthecurrentAsiaPacificbeerconsumersaccountedfor25%oftheworldroseto34%since1990,thetradearea
7、increasedby11%,andtheworldhasrisenbyonly2%.Since90s,China'sbeerindustryrapiddevelopmenttoday,thegrowthratebegantoslowdown.Thefiercemarketcompetition,largeandmedium-sizedbeerenterprisescompetingindustryprofitsdecline.AccordingtotheNationalBureauofstatistics01annualsal
8、esincomeof49billion901million304thousandyuan,anincreaseof4.31%,profit1billion702million331thousandyuan,anincreaseof17.56%.and00inth
