Welcome to Kurun(kurundata.com).Our website uses Cookies to optimize our services and improve the user experience. Your continued browsing of our website will be deemed as your consent to our use of Cookies. You can also set the use of Cookies based on your preferences for more information about the use of Cookies,You can check in online "Cookies Policy".
Welcome to Kurun(kurundata.com).Our website uses Cookies to optimize our services and improve the user experience. Your continued browsing of our website will be deemed as your consent to our use of Cookies. You can also set the use of Cookies based on your preferences for more information about the use of Cookies,You can check in online "Cookies Policy".
近几年,
软饮品牌不断多样,
产品结构不断调整,
中国软饮料市场竞争格局呈现加剧态势。
可口可乐虽仍然占据相对领先地位,
但领先优势正在逐步缩小,
本土饮料品牌近年来越发有能力掌握消费者的需求和消费趋势,
可口可乐正受到无数新进品牌的挤压。
与此同时,
可口可乐的网络负面消息增多,
对品牌自身的口碑等带来负面,
为了更好地监测集团及旗下各品牌的健康度情况并及时调整重塑,
可口可乐与库润数据合作,
通过对目标消费者开展调研,
获得本品及竞品的品牌知名度、品牌偏好、品牌忠诚度、品牌认知渠道等指标,
来判断品牌当前健康程度及未来提升方向。
库润数据负责设计、上线问卷,并凭借庞大的样本库招募本品与竞品的目标消费人群,
覆盖全国一线至五线城市,全年龄阶段。
通过调研发现在品牌知名度、产品质量认可度、消费者互动表现、品牌美誉度方面,可口可乐变现突出。
但值得注意的是,
虽然近年来可口可乐正在努力重塑“健康”的品牌新形象,
但在零糖饮料细分板块,可口可乐的品牌提及、品牌偏好和产品忠诚度还是不及预期。
在增速为明显但竞争为激烈的中国市场,帮助可口可乐监测品牌,加速逆转目前局面。
We are honored to work with global leading firms
Kurun data is recognized by top 100 enterprises and provides tailor-made online research data services