華商價(jià)值精選股票型證券投資基金2014年第2季度報(bào)告講述

InternetmarketingresearchandanalysisforfrontlineurbanconsumersFreepaperDownloadCenterNews:thebigdifferenceofthefirst-tiercitiesandthesecondandthirdtiercitiesduetonetworkmarketing,brandandmediaexposureinthelocalconsumersinthesecondandthirdtiercitiesevenwanttobuyforeignbrands,thepossibilityisnotlarge.third-tiercities,only16%ofconsumerssaytheyarewillingtospendmoremoneyoninternetmarketing,brandandthisproportionis24%inthefirst-tiercitiesinthefirst-tiercitiesofthemostpopularnetworkmarketingbrandisNike,Sony,Adidas,NokiaandMotorola,thefavoriteofthethreelinesofurbanresidentsisTCL,Lenovo,Changhong,Konka,PoOnRoadandJeanswestthird-tiercities,consumersarereluctanttospendmoremoney(31.6%)inordertobrand-name,seethattheysavingstoconsumers.threelinesofurbanresidentsalsoshowedlowerintentionoftravelingabroad,andrarelybuyimportedgoods.theirfrequencyofshoppingthanasecond-tiercityresidentslessinthethird-tiercities,wefoundthattheresidentialareaneartheshopsthanasecond-tiercitiesless.

Theautonomyofparentstogivechildrenthereahugedifference.Third-tiercities,27.2%ofparentsthinkthechild’sviewsshouldnotbeadoptedwhenshopping,inthefirst-tiercities,thisproportiondroppedto13.5%inthefirst-tiercities,probablybecauseofthepressurethesakeofthetightschedule,alotofpeoplethinkthatfamilyismoreimportantthanthecauseinthesecondandthirdtiercities,theconceptofthefamilyandfamilyresponsibilitiesisoftenseenasdeserved.Similarly,thesecondandthirdtiercities,families,familygoouttodinnertheimportanceofhigh-tiercities.theleastnumberofthird-tiercitiesthewholefamilyouttodinner,ofwhich60.1%in2006,afastfoodrestaurantmeal,82.4%offirst-tiercities,second-tiercitiesis74.1percent,butironically,familyoffirst-tiercitiesfortheirownfamilyrarelytogetherandfeeldeeplyguilty,two,threelinesofurbanhouseholdsinbehavioralwaysandfamilymemberstobetogether.

Whilethebigcitypaceoflifeisfast,thepressure,butthefirst-tiercitiesaresatisfiedwithfamilylife,theleveloffamilylifealsofeelsatisfiedwith.53.6%ofpeoplesaidtheyaresatisfiedwiththeirlives,55.3%saidtheyweretheirownfamilystandardoflivingsatisfaction.Thecorrespondingdatainthethird-tiercities,only46.9%and48%dissatisfactionwiththestatusquoistheirmotivationbehindtheinfluxofmajorcities.

Althoughvariouslinesofurbanconsumersarewillingtospendmoneyonconsumerdurables,buttheywanttobuyabigdifference.First-tiercitiesofconsumersplantobuytheTV,thesecond-tiercitiesofconsumersplantobuytheDVD,airconditionersandwashingmachines,three-wireurbanconsumersintheshoppinglistonthelistofmobilephones,computers,digitalcamerasandrefrigerators,wecanclearlysee,thefirst-tiercitiesinanupgradingofthestagesuchasplasmaandLCDTVwillreplacetheoriginalTV.third-tiercities,theconsumeristhefirsttimetopurchasecomputersanddigitalcameras.Forcarowners,thesecondandthirdtiercitiesfavoritemodern,first-tiercitiesfavoriteVolkswagen.third-tiercitieshasbecomeapowerfulmotorcycleconsumptionmarket,1.8percentofhouseholdsalreadyhaveamotorcycle,Hondaisthemostpopularnetworkmarketingbrand.

Networkmarketingintheconsumerdurablesmarket,exceptfordigitalcamerasandmobilephones,consumerchoicecanbeseenthatnetworkmarketingbrandinChinahassignificantcompetitiveadvantage.ChanghongTVwith21.9%shareoftheresponsibilityandbecometheleaderofthethird-tiercities,inthefirst-tiercities,evenifthesharedropsto16.7%,itisstillamarket-leadingbrands.theRongshidato23.8%inthethird-tiercitiesinthewashingmachinebrandrankedfirstinthesecond-tiercitiesHaier,thefirst-tiercitiesofLittleSherefrigeratorbrand,thenewFlyingWingHabitatthird-tiercities,maysoundoccupythesecond-tiercities,Haieristhefirst-tiercities.SiemensWujiainamultinationalbrand.airconditionerbrands,Greeairconditioninghighestpenetrationrateinthethird-tiercities.second-tiercitiesistheUnitedStatesfirst-tiercitiesHaiertheDVDcategory,backgammon,Amoiandnewsubjectsineachlinecitiesarepossessionofaplace.personalcomputercategory,andthird-tiercitiesisLenovo,thesamesideandtheFounderoftheworld,theIBM-tiercitiespopular.whiletheirownassemblycomputerinasecond-tiercitiesareverypopularJapaneseandKoreanbrandsmonopolizedthedigitalcameramarket,SonyandSamsunginthesecondandthirdtiercitiesareverypopular,andfirst-tiercitieslikeCanon.mobilephones,threelinesofurbanconsumerstendtobuylocalbrandswaveguide,NokiaandSamsunginthesecond-tiercitiesosmoticmostwidely,inthefirst-tiercities,Motorola,SonyEricssonhastheLenovoworld.

SportswearbrandsNikeandAdidasinthepenetrationoffirst-tiercities,second-tiercities,LiNing,thethird-tiercitiesisAntaandDoubleStarThemorelow-endmarket,domesticbrandsaremorepopularmen’srazorcategoryasimilartrendoffirst-tiercitiesconsumerpreferenceforGillette,PhilipsandPanasonic,two,threelinesofurbanconsumerschooselocalbrandsrhinoDabaoskincreamwidelywelcomedbythemenineachlineofthecity,ladiescasualwearforlocalordomesticwelcomebrandssuchasofJeanswestGiordano,Baleno,EtamandU.S.Waters·Bonweineachtiercitiesaresubjecttoslightlydifferentextent.transnationalnetworkmarketingbrandssuchasLevi’s,LeeandBenetton,wasaplaceintheclosetofyoungwomen.

Regulatoryfactorstoensurethatlocalbrandfortheestimatedservicemarketdominantposition.Ineachlineofthecity,ShenzhouxingandGSMisthemostpopular,whilethefirst-lineM-Zoneinthecity,thethird-tiercitiesinChinaUnicom’sCDMAalsohasalotofusers.Interestingisthehighpenetrationrateofpersonalinsuranceinthefirst-tiercities(andperhapsalackoftheperformanceofasenseofsecurity?),andthird-tiercitiespropertyinsuranceleaderineachtiercities.second-tiercityresidentslessintentiontobuyinsurance.Theinsurancecompanieshave,youknowthenetworkmarketingopportunitywhere.Thefirst-tiercitiesinPingAnInsuranceisthemostpopularinsurancecompanies,third-tiercitiesresidentsfavoriteChinaLife.

Forconsumers.Traditionalnetworkmarketing,mediainfluenceisstillgreat.TVisthelargestmedia,ineachlineofthecity,theaveragepenetrationrateof94%first-tiercitiesaudiencefavoriteentertainmentshows,suchassports,music,food,environmental,andfinancialprograms,second-tiercitiesintheaudienceliketowatchlocalnews,andthirdtiercitiesintheaudiencearemoreconcernedaboutdomesticandinternationalnews,education,andjobprograms-reflectsaseekprogressrequirements.

FollowedbyTVnewspapers,magazinesandoutdoormediapenetrationratereached64%,72%,60%,thefirst-linewayoflifeofurbanresidentsrelativesecondandthirdtiercitiesmoreabundantanddiversefirst-tiercities,peoplegooutlonger,theoutdoormediacontactrateof73%,20%higherthantheproportionofsecondandthirdtiercities.broadcastandfilmthepenetrationrateinthefirst-tiercitiesthanthe10%secondandthirdtiercities,Shenzhensauna.

Networkmarketing,digitalmediaformahugechallengefortraditionalnetworkmarketingmedia,theInternethasbecomethefastestgrowingnetworkmarketingmedia.CNNIC(ChinaInternetInformationCenter)dataindicatethattheendof2006,thenumberofInternetusersinChinahasreached137million,accountingfor10.5%ofthetotalpopulation.thisratioishigherinBeijing’ssuper-metropolis,Internetusersupto30%ofourresearch,morethanhalfoftheinterviewedinthepastweektogetonline.AveragedailyInternettwohours,andthisfigureisinsignificantineachlineofthecity,whichshowsthattheInternethaswithoutgeographicalrestrictions,andtrulybecomeapopularInternetmarketingmedia,andthereforeanymarketnetworkmarketingprogramhavetogivefullattention.

Storeandmanymanykindofcommunicationmethods,wefoundthatsomeofthesemodels,aswellasfutureimprovement.Smalltownsduetoobviousspaceconstraints,aswellasthepresenceofalargenumberofretailshops,comparedtoasecond-tiercities,thethird-tiercitiesusemorethansimplein-storeposters,promotionalefforts,lessthanasecond-tiercities.beercategoryinthedisplayonmoreinnovative,thesituationinthetotalfirst-tiercities,especiallyskincareproductsinthiscategorythestrongestpromotionalcampaign,eveninthethird-tiercitiesdoneitsarticle.third-tiercitiesintheconsumerdurablesstoresisahugeexhibitionspace,interactivedisplaysminimalmostofthenetworkmarketingbrandonlyposters,bannersandlightboxes.

Consumersrelativetothefirst-tiercities,thesecondandthirdtiercityconsumersmorelikelytoimpulsespending,whileconsumerslivinginthenorthandwestalittlehigherthaninthesouthofconsumershoppingfrequencyintheshoppingbasket,milkisthemostcommonproductwhichMengniu’smostpopularthird-tiercities(51%),lightmilkreached23%marketshareinthefirst-tiercities,whilethethird-tiercitiesplummetedto6percent.arowanaedibleoilineachlinecitiesingeneralwel