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前瞻观点:把体育营销作为品牌建设的有机部分,并且长期贯彻,真正利用体育这个活动来拉近与消费者的距离,最终提高品牌形象获取长期收益,不能仅满足于一时的知名度和销量目标。2006年影响力:2006年前三季度业绩取得较大幅度的提高,净利润达到4.14亿元,同比增长25%。近五年来,青岛啤酒以年平均13%的销量增幅以及远高于销量增幅的利润总额增幅迅猛发展,青岛啤酒主品牌所具备的知名度和美誉度使其在中高端市场具备较强的竞争优势。
Prospective point of view: the sports marketing as an organic part of brand building, and long-term implementation, the real use of sports to narrow the distance with the consumer, and ultimately improve the brand image to obtain long-term benefits, not only to meet the instant visibility and sales targets. Influence in 2006: In the first three quarters of 2006, the performance of the Company achieved a substantial increase, with a net profit of 414 million yuan, an increase of 25% over the same period of last year. In the recent five years, Tsingtao Brewery has witnessed a booming development with an annual increase of 13% in sales volume and a far higher profit margin than sales volume growth. Tsingtao Brewery’s main brand possesses the reputation and reputation of having a strong competitive advantage in the mid-to-high-end market .