市场营销策略(中译英)

1、第四章 市场营销策略第一节 目标市场策略(注：图表不好复制和翻译，所以就省略了)一、市场细分（一）消费者消费习惯chapter 4 marketing strategiesquarter one： target market strategy 一 the market subdivides （ 一 ） consumer spending habitsrestaurant, the store, snack shop细分市场中：1、酒吧所占的市场最大，并且与其他竞争者的差距明显；其次为咖啡吧。 南宁市的咖啡吧行业正日趋成熟，也将会是一个强有力的竞争对手，从而进一步的瓜分市场份额。2、茶吧和醋吧的

2、消费者的市场份额较为接近，但两者的消费群体却不大至相同。3、该行业的市场竞争中，还有一小部分的市场份额被一些零散型竞争者所占据，主要为超市的饮品规、小型的餐饮店等。(错字!hoho)4、从右图可以看出：消费者倾向于去饮品屋，在消费饮料的同时解决商务，社会关系等问题，醋吧成为首选佳境。into the market ： 1.the bars hold a larger majority of the market, compare with other competitors ,the gap is obvious ；second is coffee shop. nannings coffee

3、industry is ripe; it will become a strong competition, thus further share the market share. 2. tea and vinegar on the consumer market share more, but the consumer groups have not much to the same. 3. from the market competition, there is a small part of the market share which was occupied by the fra

4、gmented competitor. the chief competitors are drink of market or small restaurants, etc. 4. and from the right picture can be seen that ： consumers tend to go to drink in the house, and do business or deal with social relationship during the drinking time, so vinegar bar is the best choice.（二）消费者偏好（

5、 二 ） consumer preference由以上可以看出：喜欢和偏酸和酸甜结合口味饮料的人占到了41%和49%，这正好于醋饮具有的口味相吻合，有利于醋饮被广大写消费者接受。(错字!hoho)can be seen from above ： like the sour, like sour and sweet taste of a combination of the 41% and 49%, in line with the drink with vinegar taste , and it is benefit to accepted by the consumer .（三）消费者可接

6、受价格（ 三 ） the acceptable price从图上看出：人们都喜欢接受价位较低的饮品，这就为我们开发不同档次的饮品提供了依据。我们可以以针对不同的消费群体进行不同的产品配置和量上的盛装。from the diagram shows ： people like to accept the price which is lower one, this provides a basis for us to develop different levels of the bar. we can base on different consumer groups to make diffe

7、rent products configuration and quantity of attire.二、产品定位二、product orientation人们对醋具有的保健功能的认知高达43%，在健康日益受到人们关注的今天，醋饮品定会受到人们的欢迎， 毋庸置疑 。peoples cognition about vinegar health functions as high as 43 percent. with health increasingly attached attention by people, it is no doubt for its high popularity.作

8、为醋饮产品，一般由果汁、蜂蜜和陈醋为主要原料过现代生物技术，精制而成。产品含有几十种人体所必需的氨基酸和微量元素，特别是醋双向调节人体代谢，补充营养，提高人体机能，是理想的保健食品，具有诸多保健功能。(总觉得逻辑有点问题)从一定意义上来说，醋饮品是一种“饮用保健品”，这个是区别于酒、咖啡的最大亮点。as vinegar, it is generally made of juice, vinegar and honey, uses modern biotechnology to refine. including dozens kinds of amino acids and trace ele

9、ments which are essential to our body. the product is necessary to effect and minor element deficiencies, especially two-way adjust the body metabolism and nutritional supplement and enhance the functions, are the ideal health care, have many functions. in certain sense, and drink is a drinking heal

10、thcare, this is the biggest different from the wine and coffee. 因此，公司将预计的醋饮产品定位为：具有保健、养颜的饮料！(为什么要加个预计)therefore, the company will orient as ： beautifying skin, health care, the drinks!第二节 营销战略目标chapter two marketing strategy and objective一、 营销战略概述一 、marketing strategy summary为了满足目标市场的需要，现在我们必须对公司自身可

11、以控制的各种营销要素如质量、包装、价格、广告、销售渠道等进行优化组合。而重点应该考虑产品策略、价格策略、渠道策略和促销策略。(逻辑不是很明白，而表示转折吧)the marketing strategies outlined aim to satisfy the needs of the market, we must now optimize the mix to the company itself can control of the marketing factors such as quality, packing, the price, advertisement, sales ch

12、annel and so on. and should consider four sections: product strategy, price strategy, channel strategy and promotion strategies.二、营销目标二、marketing objective1、在南宁市大学路，广西大学附近不远处，开店营业，办一家醋吧，赚得青年学生市场，同时积累经验。(有一点累赘了)2、在大学路稳定后，在市中心、琅东、江南等城区，选择城区内较大的学府为理想点，开设分店，随着开发、及广告力度的加大，向周边人流密集交汇处另开设分店，并诚邀各城区的各大高校入驻，在那

13、开设分店（市场潜力很大）。3、高校市场稳定后，在老年公寓、中高档次的居民生活区开设新店，推进新一轮的市场开拓。 1. in nanning university road, set up a vinegar shop near the guangxi university, can make a big profit of young students in the market, and accumulating experience. 2 after stabilize in the road, in the central or the south of the urban areas,

14、 such as langdong area and jiangnan area. choose the university in big city for ideal point, and open branch, with development, and advertising effort, to strength open branches in our crowded people all around where the opening and the welcome the major institutions . （ great market potential ）3. w

15、hen the market is stable, we set up shops in the apartment where old person live in, at the medium or higher class residence, to explore market potential of a new round.第三节 营销策略chapter three（the third quarter）: marketing strategy一、 产品策略一product marketing strategy为消费者提供标准的、稳定的、保质保量的产品，同时是指能够拥有我们周到、高效

16、、长期的服务，我们要从产品组合和产品包装两方便同时着手。(逻辑不理解，哈哈)（一）产品组合： 醋吧为饮品休闲之地。可在其中增设特色服务设施，以吸引客流。1、增添娱乐设施；2、设置小型少儿娱乐设备；3、设置情侣吧区；4、增设商务吧区，在该区接入网线，便于客户即时洽谈工作。（二）产品包装： 醋饮为流质饮品，只强调盛器的美观大方，可用晶莹剔透的玻璃杯盛之。根据顾客需求，可采取不同色度、不同色彩、不同容积、不同形体的玻璃容器。如顾客有特殊需求，采取纸质盒状容器盛之，也未尝不可。in order to provide with the standard, stable ,quality and quan

17、tity guaranteed products, and make sure that consumers have thoughtful ，high efficiency and long service, two aspects can be done :product assembly and packing. (一 ）product assembly ： vinegar bar is a leisure place to drink .we can add some special service facilities to attract consumers. 1. add rec

18、reational facilities ； 2. set up small children entertainment facilities ； 3. set up lovers bar;4. add business sector and in the line to facilitate access net for the business negotiation。（ 二） product packing ： vinegar is a liquid drink , emphasize its beauty, can fill into the crystal glass . acco

19、rding to customers demand, we can choose different glasses of different colors ,capacity and shapes .if there are special needs of customers, paper box of a container filled, will be all right.二、价格策略二price strategy随着收入水平的增加，南宁市居民对自身健康水平关注的心理指数不断上升，必然会导致消费习惯的改变。醋饮作为保健饮品，势必导致市场的供不应求。与此同时，由于公司产品的成本低廉，相

20、比而言，会较之他类饮品有较低的价位，故而在市场导入期时适宜采取“小量低价”策略；在增设特色服务时再根据具体项目进行差异化定价策略。（一）市场导入之初，采取相对较低价格进入市场，以便取得一部分市场，进而达到长期控制市场的远景目标。（二）针对学生群体，采用小杯低价政策，使学生在享受美味口感的同时，也能感受到价格与学生所持有的财富相匹配。确保价格在一定时期内趋于稳定，并长期保持该价位。（三）针对社会广大的中高收入群体，适当推出优质高价策略。with the increase of the income level of nanning residents, attention on their ow

21、n health levels of mental index has increased, will inevitably lead to change their spending habits. vinegar to be a health care drink, will lead to a tight market. meanwhile, the companys product low cost, by contrast, compared with his kind of drink is a low price. so in leading period, it is suit

22、able for adopting “small quantity and low price” strategies ；in an additional special services and according to specific projects in differentiation pricing policy. （ 一）entry a market at the beginning of the relatively low price, in order to win some of the market, and reach one goal that take long-

23、term control of the market . （二 ）for student groups, adopt a small cheap policy and enable students to enjoy delicious taste, and the price is matched to the wealth students held. to ensure that the price for a certain period of more stable, and keep it for a long time. （ 三 ）for medium or high incom

24、e group, to fit for high quality, high price strategy.三、营销渠道（一）选择大学路、西大区域，亦即先打开南宁青少年学生这片市场，待市场稳定后逐步扩大，然后全面进入南宁醋饮品市场。（二）精心挑选能干的、爱岗敬业的推销人员，做强、做坚、做实这块渠道。（三）实行电话订货，网上订货，免费送货。说服酒店把产品配置到酒店，供客户自由择。 三 marketing channels（一） choose the university road and guangxi university area, which is first to open for st

25、udents ,after stabilizing the market and expanding gradually, entry the nanning vinegar drink markets all-round . （二）carefully selected marketing staff who are competent, and love their work .do the channel strongly, steadily, firmly. （三）make order by telephone, internet, free delivery. persuade hot

26、el to configure the product to hotel. consumers can choice freely.四、促销策略四 promotion strategy促销策略采取的是：广告宣传与人员推销的组合促销策略基于我们和消费者都关注的重要问题，我们进行了市场调查和相关分析：promotion strategies we adopted ：the associate between advertising campaign and personnel sell strategies. for us and consumers are concerned about the

27、 important question, we carried out research and related analysis ：根据问卷结果：由上看出，了解醋吧的占21%，不了解的占79%，说明我们的产品得到消费者认可还需要一段时间，同时说明醋吧也是一种新事物。人们对新出现的饮品的感兴趣程度，也会激励我们有信心开一家时尚的醋吧饮品店。已满足人们对新市物的追求欲。(错字！以,事)according to the survey results ： we can see, that the total 21% know about vinegar bar, we do not know of 79% of our products, so the consumer accept it need a long time. and that is a new thing; the interest of new drink will inspire the confidence to open a fashioned drink. lets have the satisfaction of the new things