酷儿客户忠诚度末日版-学位论文.doc

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国际交流学院学期论文
ShanghaiFinanceUniversity
NielsBrockCopenhagenBusinessCollege
FinalProjectWork

论文题目：如何保持酷儿饮料在上海地区5-12儿童的客户忠诚度？
Title：Howtokeepcustomerloyaltybetween5-12yearschildrenofQooinShanghai？
专业/Major：市场营销/InternationalMarketing

姓名/学号：华成强/2010177137
Name/StudentNo.：HuaChengqiang/2010177137

指导老师/GuidanceTeacher：杨敬舒/YangJing

丹麦主考/DanishExaminer:LarsAskholm

公司/Company:可口可乐公司/Coca-ColaCompany

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Iherebydeclarethatthecontentsofmythesison

Howtokeepcustomerloyaltybetween5-12yearschildrenofQooinShanghai
areentirelymyownworkandthatnopartofthemhasbeenquotedwithoutclearandspecifiedindicationofsource.

IamfamiliarwiththestudyandexaminationregulationsofShanghaiFinanceUniversityandNielsBrockCopenhagenBusinessCollegeandknowthatbyviolationoftheseregulationstherightstoreceivingthediplomawillbeforfeited.

Date………2013-5……………

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Listofcontent
Introduction-------------------------------5
Problemformulation-------------------6
Demarcation------------------------------7
Methodology------------------------------8
-4P
-PEST
-Fiveforces
-SWOT
-Questionnaire
Analysis--------------------------------------10
-PESTanalysis
-Companyanalysis
-Competitoranalysis
-Fiveforcesanalysis
-SWOTanalysis
-Questionnairedataanalysisandconclusion
6.Solution--------------------------------------28
7.Conclusion----------------------------------29
8.Uncertaintyfactorsandtheimpactoftheplan-----------------------------------------30
9.Bibliography--------------------------------31
10.Appendix----------------------------------32

1.Introduction
TheCoca-Colacompanyin1997launched"Qoo"fruitjuicebeverage,inchinawealmostknowitsChinesename酷儿.
QooisoriginfromJapan,andthereasonitcalled"Qoo"isbecausewhentheJapaneseadultsdrinkacupofbeer,theyfeelsomuchbetter,andtheywillmeetwiththesound"cuckoo".Coca-colaJapanbranchfindtheopportunitiesanddecidedtoattackthechildren'beveragemark