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1、【调研调研】-】-零研数据的价格分析零研数据的价格分析ACAC 尼尔森尼尔森銆愯皟鐮斻?闆剁爺鏁版嵁鐨勪环鏍煎垎鏋愨斺擜 C 灏煎皵妫?鏈枃鐢眏 eanchueng 璐尞灏煎皵妫繘闃跺煿璁箣 鈥斺?闆剁爺鏁版嵁鐨勪环鏍煎垎鏋?Confidential ProprietaryCopyright 2007 The Nielsen Company鍩硅鐩殑涓庡畨鎺?浜嗚 闆剁爺鏁版嵁涓环鏍肩殑鍚箟鍙婂叾搴旂敤锛岄氳繃鐩稿叧鏁版嵁鍒?鏋愶紝甯姪浼佷笟浜嗚 浠锋牸缁撴瀯鍜岃秼鍔匡紝鍒跺畾浠锋牸绛栫暐銆? 鍩硅瀹夋帓鈥?鍩虹鏁版嵁绫诲瀷鍙婂簲鐢?鈥?甯歌鍟嗕笟闂涓庡垎鏋愭濊矾 鈥?妗堜緥鍒嗕韩Confide
2、ntial ProprietaryCopyright 2007 The Nielsen CompanyAnalysis Process TrainingJuly 2007Page 2鍦紑濮嬩粖澶殑鍩硅涔嬪墠锛岃鎴戜滑鍏堝洖椤句竴涓?鈥滈浂鐮旀暟鎹殑寰幆鍒嗘瀽浣撶郴鈥?Confidential ProprietaryCopyright 2007 The Nielsen CompanyAnalysis Process TrainingJuly 2007Page 3鎴戜滑寮曞叆浜嗏滄暟鎹殑寰幆鍒嗘瀽浣撶郴鈥濈殑姒傚康 - 灏嗕紒涓氱洰鏍?闂涓庨浂鐮旀暟鎹仈绯昏捣鏉殑妗Confidential Pro
3、prietaryCopyright 2007 The Nielsen CompanyAnalysis Process TrainingJuly 2007Page 4鏁版嵁鐨勫惊鐜垎鏋愪綋绯?- 浠寔缁洃娴?璇勪及涓庝俊鎭簰鍔负鍩虹浼佷笟鏍规嵁灏煎皵妫?甯傚満鐮旂閮棬鐨勫垎鏋愮粨 鏋滀笌琛屽姩寤鸿锛屽苟缁煎悎鍐呫佸閮暟鎹紝寰?鍑哄叿浣撹鍔瓥鐣紱 浼佷笟涓庡凹灏旀/甯傚満鐮旂閮棬娌熼氳鍔瓥 鐣紝骞舵寔缁洃娴嬪叾琛幇 鍦弽鏄犲搧绫荤殑甯傚満淇伅涓紝浼佷笟鍙?鐜伴棶棰樻垨鎻愬嚭鍙戝睍绛栫暐/鐩爣 鍦鍔瓥鐣殑瀹炴柦杩囩涓紝浼佷笟鍙?鐜伴棶棰樻垨鎻愬嚭鏂扮殑鍙戝睍/鏀硅繘鎰忓悜浼佷笟涓庡凹灏旀/甯傚満鐮旂
4、閮?闂氳繃鍚勭閫斿緞锛屽氨鍒嗘瀽缁?鏋滀笌琛屽姩寤鸿杩涜淇伅浜祦灏煎皵妫?甯傚満鐮旂閮棬閽堝浼佷笟 鐨勯棶棰樺拰鍙戝睍绛栫暐/鐩爣锛屾壘鍒扮棁 缁撴墍鍦?灏煎皵妫?甯傚満鐮旂閮棬鏍规嵁浼佷笟鐨勭洰 鏍囷紝鍒嗘瀽甯傚満鏁版嵁锛屽姹傝 鍐抽棶棰樼殑 鏂规硶涓庨斿緞灏煎皵妫?甯傚満鐮旂閮棬鏍规嵁鍒?鏋愮殑缁撴灉锛屽悜浼佷笟鎻愬嚭琛屽姩 寤鸿鏁翠釜杩囩骞堕潪鍗曚竴鏂圭殑鏁版嵁/淇伅浜 嚭锛?鑰屾槸鏋勫缓鍦紒涓氫笌灏煎皵妫?甯傚満鐮旂閮棬鍙屾柟淇伅浜祦涓庝簰鍔殑鍩虹涓?Confidential Proprietary Copyright 2007 The Nielsen CompanyAnalysis
5、Process TrainingJuly 2007Page 5鍦搧绫诲洖椤捐繖涓鐜腑锛?浠笅甯哥敤鎬濊矾鏂规硶鍙互甯姪鎴戜滑杩涜鍒嗘瀽鈥?Macro to MicroBig ImportantBig ImportantDifferencesDifferencesConfidential Proprietary Copyright 2007 The Nielsen CompanyAnalysis Process TrainingJuly 2007Page 6纭/鍙戠幇闂闆剁爺鏁版嵁鍒嗘瀽鐨勬剰涔?閫氳繃闆剁爺鏁版嵁瀵瑰搧绫昏秼鍔垮拰绔炰簤鐘跺喌杩涜鍒嗘瀽锛屾垜浠彲浠?寰楀埌锛?- 鑷韩鍝佺墝鐨勪
6、紭鍔匡細搴旇淇濇寔/缁 画鍙戝睍 - 鑷韩鍝佺墝鐨勫急鍔匡細搴旇鍋滄/鏀瑰杽 - 绔炰簤鑰呯殑濞佽儊锛氬簲璇暀蹇冩彁闃?- 甯傚満鐨勬満浼氾細搴旇鎶曡祫鍙戝睍SWOT 鍒嗘瀽閫氳繃 SWOT 鍒嗘瀽锛岀璁棶棰橈紝杩涜岃繘鍏垎鏋愩?Confidential Proprietary Copyright 2007 The Nielsen CompanyAnalysis Process TrainingJuly 2007Page 7闆剁爺鏁版嵁鍒嗘瀽涓撻 涔?浠锋牸 鈥斺斿熀纭鏁版嵁绫诲瀷鍙婂簲鐢?January 24, 2007鍩虹鏁版嵁绫诲瀷锛氶浂鐮旀暟鎹腑鐨勪环鏍?闆剁爺鏁版嵁涓?鐨勪环鏍兼槸骞
7、冲潎浠锋牸锛堟秷璐硅呰喘涔颁骇鍝佺殑浠锋牸锛夛紝鏄?浠瘡鏈堟牳鏁版湡闂存煇浜 搧鍦浂鍞簵閲岀殑骞冲潎鍞环璁畻銆傚湪灏煎皵妫?鐨勬暟鎹?鎶憡涓紝琛揪涓轰互涓?绉嶆暟鎹被鍨嬶細 骞冲潎闆跺敭浠锋牸锛圓verage Price 锛?鈥?鏍规嵁璁噺鍗曚綅锛堝锛氬叕鏂佸叕鍗囩瓑锛夋墍璁畻鐨勫钩鍧囦环鏍?鍗曚綅鍖呰骞冲潎浠锋牸锛圥 rice Per Pack 锛?鈥?鏍规嵁鍗曚綅鍖呰锛堝锛?琚嬨?鐩掋?缃愮瓑锛夋墍璁畻鐨勫崟鍝佸钩鍧囦环鏍?Topic of PresentationPage 9Confidential Proprietary Copyright 2007 The Nielsen Compa
8、ny濡備綍璁畻 骞冲潎闆跺敭浠锋牸 鍜?鍗曚綅鍖呰骞冲潎浠锋牸鍋囧锛屽崟鍝佲滄疂钂搁姘?330ML 鈥濈殑閿鍞噺涓庨攢鍞濡備笅锛?闆跺敭搴?1 2 3 4 鍚堣 搴楀唴闆跺敭浠?(鍗曚綅:鍏? 1.25 1.30 1.28 1.20 閿鍞噺 (鍗曚綅:鐡? 260 200 300 600 1,360 閿鍞噺 (鍗曚綅:鍏崌) 86 66 99 198 449 閿鍞 (鍗曚綅:鍏? 325 260 384 720 1,689骞冲潎闆跺敭浠锋牸 = 1689 / 449 = 3.76 鍏?鍏崌 鍗曚綅鍖呰骞冲潎浠锋牸 = 1689 / 1360 = 1.24 鍏?鐡?Topic of Presen
9、tation Page 10Confidential Proprietary Copyright 2007 The Nielsen Company缁冧範锛氬钩鍧囬浂鍞环鏍?鍜?鍗曚綅鍖呰骞冲潎浠锋牸鍦竴涓皬闀囬噷鏈?瀹跺晢搴楀敭鍗栤滄疂绾噣姘?600ML 鈥濓紝鍚勫簵鐨勯攢鍞?閲忎笌閿鍞濡備笅锛?闆跺敭搴?1 2 3 鍚堣 搴楀唴闆跺敭浠?(鍗曚綅:鍏? 2.50 2.55 2.60 閿鍞噺 (鍗曚綅:鐡? 100 200 100 400 閿鍞噺 (鍗曚綅:鍏崌) 60 120 60 240 閿鍞 (鍗曚綅:鍏? 250 510 260 1,020骞冲潎闆跺敭浠锋牸 = 1020 / 240
10、= 4.25 鍏?鍏崌 鍗曚綅鍖呰骞冲潎浠锋牸 = 1020 / 400 = 2.55 鍏?鐡?Topic of PresentationPage 11Confidential Proprietary Copyright 2007 The Nielsen Company骞冲潎闆跺敭浠锋牸 vs.鍗曚綅鍖呰骞冲潎浠锋牸Average Price 骞冲潎闆跺敭浠锋牸 鍗曞搧 缁嗗垎甯傚満銆佸巶鍟嗐佸搧鐗?鏈堝害缁嗗垎锛屽 May07 MAT, YTD, Quarter 3rd Price per Pack 鍗曚綅鍖呰骞冲潎浠锋牸Topic of PresentationPage 12Confide
11、ntial Proprietary Copyright 2007 The Nielsen Company骞冲潎闆跺敭浠锋牸 vs.鍗曚綅鍖呰骞冲潎浠锋牸濡備綍搴旂敤:鈥?骞冲潎闆跺敭浠锋牸(Average Price):灏嗕笉鍚岃鏍肩殑浜 搧杞崲鎴愮粺涓璁噺鍗曚綅 杩涜姣旇緝锛?鈥?鍗曚綅鍖呰骞冲潎浠锋牸(Price Per Pack):鐩存帴姣旇緝涓嶅悓瑙勬牸鐨勪骇鍝佺殑浠锋牸濡備綍瑙锛?鈥?骞冲潎闆跺敭浠锋牸(Average Price)锛氬钩鍧囬浂鍞环鏍肩殑鍙樺寲锛屽鏁版槸鐢遍攢鍞粍 鍚堝彉鍖栨墍瀵艰嚧銆備緥濡傦紝骞冲潎闆跺敭浠锋牸鐨勪笅闄嶏紝鍙兘鏄敱浜庝綆浠蜂綅鍝佺墝鎴?澶 寘瑁呯殑閿
12、鍞噸瑕佹闀垮紩璧枫?鈥?鍗曚綅鍖呰骞冲潎浠锋牸(Price Per Pack)锛氬崟浣嶅寘瑁呭钩鍧囦环鏍肩殑鍙樺寲锛屽垯鍊?鍚戜簬浜 搧浠锋牸瀹為檯鍙戠敓鍙樺寲銆備緥濡傦紝鍘傚晢鎻愰珮浜 搧浠锋牸瀵艰嚧鍗曚綅鍖呰骞?鍧囦环鏍煎崌楂樸?鈥?鍊煎緱娉剰鐨勬槸锛屾垜浠湪鍋氫环鏍煎垎鏋愭椂锛岄氬父鍚屾椂姣旇緝杩?绉嶆暟鎹被鍨嬶紝浠?鑰屽緱鍒版洿鍏潰鐨勫垎鏋愮粨鏋溿?Topic of PresentationPage 13Confidential Proprietary Copyright 2007 The Nielsen Company骞冲潎闆跺敭浠锋牸 vs.鍗曚綅鍖呰骞冲潎浠锋牸渚嬪锛?闆曠墝鍦崡
13、鍖?浼犵粺娓犻亾鏈変互涓?4 涓礂琛殏鍗曞搧锛?鍗楀尯-浼犵粺娓犻亾Volume % Share MAT Feb06 MAT Feb07闆曠墝 閫忔槑 鐨?闆曠墝 閫忔槑 鍧楀寘瑁?1*280 鍏?闆曠墝 閫忔槑 鍧楀寘瑁?1*260 鍏?闆曠墝 閫忔槑 鍧楀寘瑁?1*242 鍏?闆曠墝 閫忔槑 鍧楀寘瑁?1*226 鍏?Average Price Price Per Pack (RMB/KG) (RMB) MAT Feb07 9.1 8.2 9.1 8.7 9.4 Feb07 / 2.3 2.3 2.1 2.233.5% 9.6% 6.1% 4.3% 5.7%39.9% 9.2% 9.4%
14、2.0% 11.0%鍝釜鍗曞搧鏈璐碉紵鍝釜鍗曞搧鏈渚垮疁锛? 缁撳悎浜 搧鐨勯攢鍞鐜帮紝鏈変綍鍚彂锛?Topic of Presentation Page 14Confidential Proprietary Copyright 2007 The Nielsen Company闆剁爺鏁版嵁鍒嗘瀽涓撻 涔?浠锋牸 鈥斺斿父瑙佸晢涓氶棶棰樹笌鍒嗘瀽鎬濊矾January 24, 2007闆剁爺鏁版嵁涓殑甯歌鈥滀环鏍尖濋棶棰?鈥滀环鏍尖濅笌浼佷笟鐨勪笟鍔湁浣曞叧鑱旓紵浠涔堟椂鍊欎互鍙婁负浠涔堜紒涓氶渶瑕?浜嗚 鈥滀环鏍尖濓紵鈥?鐢扁滀环鏍尖濆紩鍙戠殑甯歌闂闆剁爺鏁版嵁涓父鐢殑鈥滀环鏍尖濆垎鏋?鈥?浠锋
15、牸瓒嬪娍锛圥 rice Trend 锛?鈥?浠锋牸娈碉紙 Price Tier锛?鈥?浠锋牸瀹氫綅锛圥 rice Positioning 锛?鈥?浠锋牸宸紙Price Gap 锛?鈥?浠锋牸涓婂崌/涓嬮檷锛圥 rice Increase/Cut 锛?Topic of PresentationPage 16Confidential Proprietary Copyright 2007 The Nielsen Company鐢扁滀环鏍尖濆紩鍙戠殑甯歌闂鏈夆?鍘诲勾鐨勫競鍦洪攢鍞澧為暱闈炲父蹇紝閿鍞噺鍗村熀鏈繚鎸佷笉鍙樸備负浠涔堜細鍑虹幇 浠锋牸瓒嬪娍 (Price Trend) 杩欑鐘跺喌鍛紵鍘熷洜浣曞湪锛? 鈥滀负浜嗘槑骞寸殑涓氬姟鍙戝睍锛屾垜浠帹鍑轰簡鏂颁骇鍝?鍘熶骇鍝佸欢浼革紝鍦环鏍肩瓥鐣笂 浠锋牸娈?(Price Tier) 浣犱滑鏈変綍寤鸿锛熲? 鈥?鎴戜滑)鍦綆绔?浠蜂綅甯傚満鏈夊彂灞曟満浼氬悧锛熲?浠锋牸瀹氫綅 (Price Positioning) 鈥滃緢澶氳法
