duicefenxi（duicefenxi）.doc

duicefenxi（duicefenxi） 2009-2012 years of Chinese chocolate market development strategy text catalog I. market status China chocolate market, brand market share of the top ten are the Dove (38.61%), Cadbury (13.22%), Kinde (11.12%), Nestle (9.49%), good (5.52%), Golden Monkey (2.94%), Ferrero Rocher (2.32%), MMs (2.10%), Jin Sha (1.89%), Shen Feng (1.58%), the total of the total market share of nearly 90%. Among them, Dove, Cadbury, Kinde accounted for the share of nearly 2/3. From the above data, we can see the basic Chinese chocolate market by several brands to carve up, if their confrontation will pay a greater price, will lead to high cost, and will form a kind of brand growth is extremely unfavorable situation: in the traditional way of thinking and China in recent years and the influence of joint venture wave, China market the name wind, will be mistaken for the joint venture brands or local companies to take a foreign name. Therefore, we must avoid the confrontation with Chinas chocolate market brand confrontation, looking for new channels of market launch, the direct hit Chinas major consumers of chocolate market. Two, major consumers In China, when asked what the young people would like to show their love and friendship, many would say chocolate at the same time. This is very popular with young people from abroad, whether in love on Valentines day or in the full sense of homesickness and the mothers day at a friends birthday party, chocolate has become synonymous with elegant atmosphere, festive joy, warm and romantic in a. In China, chocolate consumers have the following main characteristics: 1, mainly young people aged from 16 to 30, accounting for about 82% of the proportion. There is a strong correlation with the age of 2, the frequency of chocolate, high frequency low age crowd to buy, buy high frequency showed the proportion of age from low to high age gradually diminishing, low purchase is just the opposite. 3 teenagers are a very important part of t