1、1国际交流学院学期论文Shanghai Finance University Niels Brock Copenhagen Business CollegeFinal Project Work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： How to keep customer loyalty between 5-12 years children of Qoo in Shanghai ？ 专业/Major ： 市场营销/International Marketing 姓名/学号： 华成强/2010177137 Name/ Student No.： Hua
2、 Chengqiang/2010177137 指导老师/Guidance Teacher： 杨敬舒/Yang Jing 丹麦主考/Danish Examiner: Lars Askholm公司/Company:可口可乐公司/Coca-Cola Company2Student statementI hereby declare that the contents of my thesis on How to keep customer loyalty between 5-12 years children of Qoo in Shanghaiare entirely my own work an
3、d that no part of them has been quoted without clear and specified indication of source.I am familiar with the study and examination regulations of Shanghai Finance University and Niels Brock Copenhagen Business College and know that by violation of these regulations the rights to receiving the dipl
4、oma will be forfeited.Date 2013-5Place Office.Signature Hua Chengqiang备注：此表格请装订在毕业论文成果内，与定稿同时递交。3List of content1.Introduction-52.Problem formulation-63.Demarcation-74.Methodology-8-4P-PEST -Five forces -SWOT-Questionnaire5.Analysis-10-PEST analysis-Company analysis-Competitor analysis-Five forces a
5、nalysis-SWOT analysis-Questionnaire data analysis and conclusion46.Solution-287.Conclusion-298.Uncertainty factors and the impact of the plan-309.Bibliography-3110.Appendix -3251.IntroductionThe Coca-Cola company in 1997 launched “Qoo“ fruit juice beverage ,in china we almost know its Chinese name 酷
6、儿. Qoo is origin from Japan ,and the reason it called “Qoo“ is because when the Japanese adults drink a cup of beer ,they feel so much better ,and they will meet with the sound “cuckoo“.Coca-cola Japan branch find the opportunities and decided to attack the children beverage market which was has not
7、 development ,so they design a kind of drink that kids drink up with something similar to the sound of Qoo, It is “Qoo juice“. And with special design conforms to the East Asia market like China ,Hong kong ,Taiwan and so on.6Qoo it is a amazing miracle for Coca-Cola ,because it was very popular in J
8、apan ,Hong kong ,Singapore.For example ,In July 1997, Qoo successfully listed in Japan. It become one of the most popular fruit juice beverage, “Qoo“ became one of the most popular cartoon image.In April 2001,Qoo successfully listed in South Korea,Coca-Cola company founded and owned a new fruit juic
9、e beverage market; “Qoo“ in South Korea become the first brand of fruit juice beverage and South Korea the Coca-Cola companys third largest brand, the actual sales more than six times beyond expect sales. In October 2001, Qoo successfully listed in Hong Kong and Taiwan, the products are completely o
10、ut of stock in Hong Kong, Taiwan order is 2.5 times of the original plan. And In October 2001, Qoo come to China, in Hangzhou and Xian, Almost overnight, “Qoo“ products and image was popular over all the drink consumption market. Although the market price is higher than the competition was as high a
11、s 20%, but it also win victory.Customer loyalty describes the tendency of a customer to choose one business or product over another for a particular need.The Customer loyalty is very important in a company. It is different from customer satisfaction. Its a long term event of one company. Qoo drinks
12、to consumers: Qoo mainstream consumer group focused on the 5-12 years old children.“ Qoo “ according to this phase the psychological characteristic of children, to talk about the magic story what their favorite to introduce“ Qoo “history and give it rich character. As the “Qoo“ spokesperson ,the big
13、 head blue doll is highly contagious in children ,it just like the children see themself ,and become the best friends with Qoo .But in recent years, the power of advertising has been very weakness,it lead to Qoo slowly out of sight ,only the contemporary young people still remember when they were 7a
14、 child the blue “Qoo“ storm across their life, the blue doll was so popular in their memories, but now a lot of kids they dont know Qoo juice drinks .So young children do not know,young people do not buy, parents dont know choose what, that Qoo lost a lot of customers, its really a bad news.2. Probl
15、em formulation According the one part, we can see some situation about the Qoo. But there is a problem we must be concerned about: The problem about the Qoo:The customer loyalty needs to be improved. Why the Qoo have this problem: For the investigation of customer loyalty, it can let us for the dema
16、nd of the customers have a more direct understanding,and carry on a better after-sales service.Psychological factors of the customer. The customer with one product, the customer loyalty may not too high. The Qoo target group is limited,it has less elderly consumers. And we should put our point at ch
17、ildren who are the largest and the most potential customers.Customer loyalty is a directly company product competitive performance , we can through the observation of the customer for its loyalty to Qoo products and making reasonable schemePeople is paying more attention to the healthy of drink, esp
18、ecially children drink, they are more care.So if we meet their requirements ,can we keep their customer loyalty?So our problem formulation :81)Our topic is: “How to keep customer loyalty between 5-12 years children of Qoo in Shanghai” Our key words are: “children ,healthy” 3. Demarcation According t
19、o the problem statement, we decided the target customer is 5-12 years children.And we want to narrow the area, we focus on Shanghai. We will gather the primary data on the internet and concentrated areas of students such as the Pudong new area. We also use questionnaire to the students. Place: Pudon
20、g. Time: 19-21 Feb. 2013. We will draw up 200 pieces of questionnaires. 4. Methodology We will choose some theories or models: 4P ,PEST, five forces analysis, SWOT. And primary data we will through questionnaire to get information. The secondary data consists of data search on the Internet 4P:1.prod
21、uct : Compared with other brand drink products for the advantages and disadvantages so that we can know in which way we improvement for QooNow Qoo companys products are mainly concentrated in the fruit juice drink area, and the taste of the fruit juice beverage is simple, so that it is difficult to
22、catch peoples loyalty2.Price:Through the network we will survey all kinds of drinks price and discuss whether to adjust Qoo product price 9Qoo beverage products price is RMB 3.5, compared with other fruit juice it is higher , and at early when it enter the juice market , it was not met any trouble ,
23、but now it is not the same3.Place:Through controlling the share of Qoo drinks in the small store, supermarket, convenience stores , we want to do this effectively Qoo salesWe can see from Qoos sales, it is mainly concentrated in small shops, small stores, large supermarkets, occasionally have a beve
24、rage vending machines selling Qoo4.Promotion:With the aid of Qoo drink laid down the foundation in the consumers mind ago, we think repackaging listed is a good way for QooLong ago we can often see Qoo cartoon advertisements in television, so the advertisement effect is very good. But then, with the
25、 amount of advertising is reduced, and other new types of fruit juice drinks enter the market, the familiar from people to the Qoo is reduced a lotPESTPEST is a model for the enterprise to analysis the macro environment , we will analysis the enterprises external environment, through the political,
26、economic, social, science and technology, this four aspects to analysis some uncontrollable factors.Five forces analysis:Five forces analysis is consist of the threat of entry; the power of buyers; the power of suppliers; the threat of substitutes; competitive rivalry. In this case, we want to analy
27、sis the situation to improve the loyalty among the children. 10SWOT: On the basic of above analysis and through the strength, weakness, opportunity, threat analysis to make a decided to how to change the present situation and keep the children loyalty. 5.Analysis:PEST analysisQoo is a healthy kind o
28、f fruit and vegetable beverages, and Chinas soft drinks market contains tea beverages, fruit and vegetable drinks, carbonated drinks, drinking water, nutrition drinks, functional drinks.Political Factors:The Coca-Cola company has laid a solid market foundation and government cooperation foundation in china, its company products has a lot of advantage to research and promotion, it can good use the advantages of brand to get the customers recognition and pro-gaze
