酷儿客户忠诚度末日版-学位论文.doc

36国际交流学院学期论文ShanghaiFinanceUniversityNielsBrockCopenhagenBusinessCollegeFinalProjectWork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/2010177137Name/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-ColaCompanyStudentstatementIherebydeclarethatthecontentsofmythesisonHowtokeepcustomerloyaltybetween5-12yearschildrenofQooinShanghaiareentirelymyownworkandthatnopartofthemhasbeenquotedwithoutclearandspecifiedindicationofsource.IamfamiliarwiththestudyandexaminationregulationsofShanghaiFinanceUniversityandNielsBrockCopenhagenBusinessCollegeandknowthatbyviolationoftheseregulationstherightstoreceivingthediplomawillbeforfeited.Date………2013-5……………Place………Office……………...Signature………HuaChengqiang………………备注：此表格请装订在毕业论文成果内，与定稿同时递交。ListofcontentIntroduction-------------------------------5Problemformulation-------------------6Demarcation------------------------------7Methodology------------------------------8-4P-PEST-Fiveforces-SWOT-QuestionnaireAnalysis--------------------------------------10-PESTanalysis-Companyanalysis-Competitoranalysis-Fiveforcesanalysis-SWOTanalysis-Questionnairedataanalysisandconclusion6.Solution--------------------------------------287.Conclusion----------------------------------298.Uncertaintyfactorsandtheimpactoftheplan-----------------------------------------309.Bibliography--------------------------------3110.Appendix----------------------------------321.IntroductionTheCoca-Colacompanyin1997launched"Qoo"fruitjuicebeverage,inchinawealmostknowitsChinesename酷儿.QooisoriginfromJapan,andthereasonitcalled"Qoo"isbecausewhentheJapaneseadultsdrinkacupofbeer,theyfeelsomuchbetter,andtheywillmeetwiththesound"cuckoo".Coca-colaJapanbranchfindtheopportunitiesanddecidedtoattackthechildren'beveragemarketwhichwashasnotdevelopment,sotheydesignakindofdrinkthatkidsdrinkupwithsomethingsimilartothesoundofQoo,Itis