玛氏在中国发展前景

[中国政治发展路径浅析]毕业论文是本站都比较关心的事，那么毕业论文怎么写?下面小编为大家搜集整理了政治学毕业论文范文，希望对大家有所帮助!摘要：中国作为发展中国家，作为不同于资本主义的制度体系一...+阅读

玛氏在中国发展前景

一是终端市场不投入巨额的进场费和陈列费；二是终端推广不以追求短期销量为最终目的。玛氏之所以能够坚持其这两个原则，并把终端工作做得出类拔萃，则是得益于其著名的“玛氏三角形”法则：法则一：公司总的营销费用是有限的，终端费用、人员工资和广告投入三个角要互相平衡，就必须使三角形的重心稳定，就是营销费用要向人员工资和广告投入两个角进行重点倾斜；法则二：在市场争夺中，只有品牌是唯一区别于竞争对手的东西，只有品牌是能够和零售商进行抗衡的最大筹码，而广告投入是快速消费品品牌建设的重要武器。因此，加大广告投入、牢固确立行业第一品牌位置，就能在与终端的谈判中占据绝对优势。玛氏在中国糖果行业的历年广告投入上均以绝对优势排在首位，每一个广告片都精心策划、以独特的创意和独具一格的制作技术进行制作，M&M's 的“只溶于口，不溶于手”，德芙的“聆听德芙丝语”、“牛奶香浓，丝般感受”，麦提莎的“咬/ 嚼/ 品尝/ 磨碎/ 舐” 无不是令人叫绝的好广告。法则三：玛氏认为人力资源是一个公司参与市场竞争最重要的战略资源，只有一流的人才才能做别人不能做的事，才能做出一流的业绩。因此，玛氏始终坚持用行业最高的薪酬招聘最好的销售人员，每年都在中国一流高等学府以严格再严格的标准招聘应届毕业生。玛氏公司选拔人才有五项原则：质量：“顾客至上”是我们的信念；保持高质量是我们的工作；令产品物有所值是我们的目标。责任：作为个人，我们要求每一个人各尽所能；作为同事，我们支持其他同事各尽其责。互惠：互惠就是分享利益；可以分享的利益才会持久。效率：我们充分利用一切资源，绝不浪费；务求人尽其材，物尽其用。自主：我们需要独立自主来塑造我们的未来；我们需要利润来保持独立自主。正是因为有了这样的原则和消费品行业最高的薪酬待遇，使得玛氏的销售人员全部为同龄人精英中的精英。法则四：在人员工资和广告投入上的倾斜必然导致终端费用的减少，但这并不代表玛氏终端工作的质量就会下降。首先，玛氏的品牌在消费者心目中牢固占据了第一的位置，玛氏的销售人员全部是一流的人才，这样玛氏就能做其他对手所不能做到的事：玛氏在进入任何超市的过程中，从来都不用支付任何的进场费用和货架陈列费用。法则五：玛氏认为终端操作不能过分倚重销量，而应该以促进品牌建设为最终目的。过分倚重销量，只能使终端人员采用恶性竞争的方式向终端逼量，造成终端的过度开发，尤其是象降价、打折销售等价格促销一类的手段，只能换来短期的销售增长，长期会大大损坏品牌的形象和业绩，对品牌建设具有极大的杀伤力。一旦品牌力大大减少、失去了行业最前列的位置，公司不但在终端面前变得一文不值，而且还会失去市场竞争力甚至遭受灭顶之灾。市场生动化：玛氏终端致胜的武器所谓市场生动化就是在售点上进行的一切能够影响消费者购买玛氏产品的活动。玛氏市场生动化三大原则：分布面广——买得到；显而易见——看得到；随手可及——拿得到。

1、生动化工作的意义：生动化是糖果的生命糖果巧克力是冲动性购买的商品；糖果巧克力的冲动性购买率高达70%；消费者在终端的冲动性支出高达11.4%; 90%的冲动性购买兴趣10秒后减退；消费者一般停留在货架前不超过2分钟。

2、生动化工作的目标强化售点广告，增加可见度；吸引消费者对玛氏产品的注意力；使消费者容易见到玛氏的产品；刺激消费者冲动性购买；在消费者面前维护品牌、产品形象，起到地面广告作用；最好的陈列地点；最好的货架位置；区域化陈列；多重陈列面；正确展示产品；正确与清晰的价格；尽可能使用宣传品；争取收款台陈列；寻求促销陈列的机会；顾客流量大的地方：正对门的入口可见处、人流方向之前及动态交叉点的人流必经之地（出口、入口、拐角、收银台、主通道）；接近快销品：靠近饼干、方便面、饮料、瓶装水等的位置。

3、最好的货架位置：货架高度：争取人的视线平行位置（70cm—170cm）。若10cm高的货架位置销售指数为100，则70cm指数为169,95cm为208,120cm为129，大于170cm为90。货架层次：一般的货架为5层，其中，第

一、二层宜摆放礼盒系列，第三层放单包装系列，第四层放大包装、家庭装，第五层放儿童装、儿童礼盒系列；货架长度：以人流走动方向，争取货架1/4至1/2的位置。若货架开始位置的销售指数为100，则1/4位置销售指数为106,1/2位置指数为104,3/4位置指数为101，最后位置为98%。

4、区域化陈列：三集中摆放：品牌集中、规格集中、口味集中，不允许不同品牌、不同规格、不同口味的产品交叉摆放；最好的货架位置，给最快销的产品；多重陈列面能够提高冲动性购买率：单个陈列面购买率为100，则2个陈列面购买率为123,3个陈列面为140,4个陈列面为154；所有德芙、M&M's、士力架、德可丝巧克力至少3个陈列面，并且越多越好。

5、正确摆放产品以包装正面面向消费者进行产品摆放，侧面摆放产品造成销量下降25%；不同品种的产品应安排不同的排面单独摆放，不能使不同品种重叠摆...

玛氏和箭牌什么关系

箭牌（Wrigley）是玛氏（Mars）的全资子公司。2008年10月，全球最大的巧克力生产商美国玛氏公司宣布，该公司已经成功完成了对箭牌糖果有限公司的收购，该项交易已获得箭牌股东的批准，也获得了所有相关监管部门的批准。据悉，玛氏公司将为此次收购花上230亿美元。作为年销售额近250亿美元的全球最大家族企业之一，玛氏主要涉及糖果、巧克力和宠物食品等行业，旗下品牌包括德芙、士力架和伟嘉等；箭牌主要生产箭牌口香糖，几年前将卡夫旗下的瑞士糖、佳口旗下大大泡泡糖揽入怀抱。玛氏和箭牌都是历史悠久的糖果企业。收购之后，玛氏将所有非巧克力糖果业务转到箭牌旗下。两家同样在玛氏五大原则的指引下运营，但各自公司的架构基本维持不变，只是巧克力业务和非巧克力糖果业务的分工越发明显。

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英语高手知道Mars玛氏的人请进

英国公司的历史，产品说明，经营策略HistoryOur UK presence was established in 1932 when Forrest Mars arrived in Slough with the recipe for a new kind of chocolate bar. When the MARS bar was launched to the British public, it was a chocolate recipe not seen before in the UK. At that time most chocolate was a simple solid block but MARS changed all that with combined layers of nougat, caramel and thick milk chocolate. Forrest rented a factory, formed Mars Confections Ltd on the Slough Trading Estate and within a year his workforce had grown from 12 to 100 employees, all making MARS bars.This success was further strengthened when it occurred to Forrest Mars, while working in the UK, to give chocolate a protective candy coat to stop it from melting. The idea became M&Ms candies and their success was ensured when they were adopted as a staple ration for US forces. Today M&Ms are famous the world over. But there is more to us than just snack foods. It was also in the '30s that Forrest Mars made the first move into pet food. Forrest pioneered the development of the European pet food industry by combining modern manufacturing techniques with nutritional science. A successful formula that has since been transferred to the rest of the world.You are sure to recognise some of our brands, which are used and trusted on every continent and in almost every country on earth… PEDIGREE, WHISKAS, CESAR and SHEBA.We were also the first company to apply modern manufacturing techniques to parboil rice on a large scale. In 1938 UNCLE BEN'S long grain rice was launched. Today, our drive to innovate and meet your needs is as powerful as ever. Our ideas, like putting pet food into pouches under the PEDIGREE and WHISKAS brands, providing two minute microwaveable rice under the UNCLE BEN'S brand, and creating ice cream versions of your favourite brands, have changed the way we and our pets eat. In one form or another, the Five Principles of Mars have guided our company since its very beginning over 90 years ago. More than a statement of values, they are a set of fundamental beliefs that help to shape and define Mars as a company. Over the years, they have been reviewed and refined but, in essence, remain unchanged. The Five Principles are the real explanation for our success and the formula for our future. They express our vision not only of who we are, but where - and what - we want to be. Simply put, they are our inspiration.Put into practice daily by our associates all over the world, the Five Principles have developed into a practical, effective and unique way of doing business. One that collectively and individually, sets Mars apart. At Mars UK we are a leader in confectionery and ice cream, pasta, rice and sauces, and petcare. We make some of the UK's most popular and familiar products including MARS, SNICKERS, PEDIGREE, WHISKAS, DOLMIO and UNCLE BEN'S.We have sites across the UK, producing chocolate snacks in Slough, pasta, rice and sauces in King's Lynn, and pet food in Melton Mowbray, Peterborough and Birstall.Key facts39,000 people work for Mars Inc, in more than 65 countries. Our products are consumed in more than 100 countries. The company has global annual sales of $18 billion. Over four million packs of petcare products are produced each day at Melton Mowbray and Peterborough.Cocoa SustainabilityAs a leader in cocoa science in the industry's global effort for COCOA SUSTAINABILITY and an innovator in cocoa knowledge, we are making a positive difference for cocoa farmers and their families around the world.Cocoa sustainability is a holistic, proactive set of activities designed to ensure future supplies of cocoa, and a responsible approach to its production, so that the community and environment in which it is produced can thrive. As the makers of some of the world's most-loved confectionery products, we are a major user of cocoa. The values by which we have always operated inspire us every day to seek the most responsible methods of cocoa production whereby the entire supply chain shares mutual benefit from the harvesting of this unique and fragile crop. At Mars UK we believe we have an opportunity to help to create a vibrant and positive community. For over 70 years we have been forging relationships with local schools and colleges, donating to charities, and helping to build communities that we can all be proud of.Mars supports charities and community projects local* to our sites in the UK. We work in partnership with the voluntary sector, local authorities, other businesses and org...

求解物美和玛氏的关系

玛氏百公司（Mars Inc.）一开始只是家糖果厂，但时至今日，它的分公司与工厂却早已遍布全世界。玛氏公司生产与销售多种商品，从糖果、宠物食品，到加工米，产品行销全球，顾客遍及100多个国家。玛氏公司虽然是一跨国企业，但目前度仍由家族掌控，并由企业家第三代，约翰、小弗瑞斯特与杰奎琳·玛氏（John,Forrest Jr.& Jacqueline Mars）负责经营。 2002年，《福布斯》（Forbes）杂志将该公司列为全美第三大私人企业，而家族则名列全球最富有的第21名，净值高达100亿美元。 2008年10月，玛氏联手股神巴菲特，斥资230亿美元收购口香糖制造商箭牌，迅速得到一个充分全球化的网络，以及与主业巧克力相比更具有健康形象的业务。与此同时，由家族控股的玛氏糖果，内也因此成为全球最大的糖果制造商，控制全球糖果业的14.5%的市场份额。

物美是北京物美商业集团股份有限公司（香容港联交所股票代码：01025.HK，股票简称：物美商业）的简称，是北京及华北地区知名的连锁超市集团，目前在北京的市场占有率为35%。...