【正文】 。五大連池礦泉水定價(jià)可以略高于或等價(jià)于同類(lèi)產(chǎn)品的價(jià)格，但不要相差太大，具體是與法國(guó)依云礦泉水價(jià)格基本相同或較之偏高(5%以內(nèi))，這樣做是基于以下考慮:第一，符合資源本身特點(diǎn)。包括渠道選擇、建設(shè)，區(qū)域市場(chǎng)管理，商品分類(lèi)，運(yùn)輸、儲(chǔ)存等內(nèi)容?？梢赃x擇的通路。又如政府機(jī)構(gòu)等也具有團(tuán)體消費(fèi)潛力。比如賓館系統(tǒng)，可以選擇向其集中供應(yīng)商品的供貨商作為經(jīng)銷(xiāo)商。礦泉水高端定位品牌傳播終端促銷(xiāo)知名度、美譽(yù)度好奇心、關(guān)注度購(gòu)買(mǎi)欲望與行動(dòng) 圖43五大連池礦泉水的市場(chǎng)開(kāi)發(fā)，運(yùn)用品牌優(yōu)先發(fā)展戰(zhàn)略，逐步建立成國(guó)際知名品牌。產(chǎn)品形象宣傳與終端促銷(xiāo)同時(shí)進(jìn)行，不能只作終端促銷(xiāo)。第四，贊助高檔體育運(yùn)動(dòng)，比如高爾夫活動(dòng)。第九，可以借助事件行銷(xiāo)，要考慮消費(fèi)者口碑宣傳的重要性。運(yùn)用對(duì)比、統(tǒng)計(jì)、系統(tǒng)分析等方法剖析了五大連池泉山礦泉水市場(chǎng)營(yíng)銷(xiāo)中存在的問(wèn)題，得出如下結(jié)論:，五大連池礦泉水具備創(chuàng)造世界知名品牌的條件，泉山礦泉水有限公司應(yīng)該充分發(fā)揮自身優(yōu)勢(shì)，采取措施減少不利因素的影響，抓住機(jī)遇，快速發(fā)展。廣告以塑造品牌形象為主要目的，促銷(xiāo)手段不宜過(guò)多，要有創(chuàng)意，有檔次。[M] .：27282 中國(guó)營(yíng)銷(xiāo)傳播網(wǎng)，3 中國(guó)五大連池礦泉水網(wǎng)，4 [美]菲利普?（第12版）.5 高云龍. 市場(chǎng)營(yíng)銷(xiāo)操作手冊(cè)[M].北京:, 1 ：90.6 ：，1 ：8207 [M]．安徽人民出版社，1999，20278 [M] .：3373389 [M]．北京：北京大學(xué)出版社，2003，7110010 [M]．北京： ：10313211（美）：，8.：16719012 張世賢. 品牌戰(zhàn)略[M] . 廣州: , 8 ：269.13 張焱，——14 包霍金斯，羅格 if the restriction of mutual geographical brand should not be broke through, the enterprise strategy to achieve the strong brand is dangerous. On the basis of empirical data, this paper analyzes the regional differences of dominant factors that affect the brand loyalty from both macro and micro perspectives. According to the regional socioeconomic situation, the differences of perceived brand values which drive brand loyalty are examined. It is shown that the influence of functional, symbolic and experiential values on brand loyalty is various in different socioeconomic situations. Results in this paper promote the prehension of the diversity among consumers across different regional markets, and offer meaningful reference for marketing in this newly emerging big market. By the means of Transaction Cost Analysis, the article explains how an enterprise decides appropriate marketing channel governance forms during industry lifecycle. The article points out that the major determining factors of channel governance strategy are: the level of asset specificity, environmental uncertainty and transaction frequency. During the different stages of industry lifecycle, it is the above three factors that collectively influence the level of channel production efficiency and channel governance efficiency, which ultimately determine what channel governance form an enterprise shall adopt. This article uses the multimethod to study the phase of consumer’s experiences after their impulse buying. We are trying to investigate, when the impulse buying occurred, how the result of the impulse buying influenced the consumer’s buying impulsiveness and normative evaluations of the next impulse buying decision. The finding shows that, when the negative result goes to some extent, the next impulsive buying would be influenced very much. And ulteriorly, we find there is much deferent trait between the male and female consumers as well as among the consumers who have different buying impulsiveness trait. As one of general buying behaviors, impulse buying is affected by many factors. Researchers had paid attention to the effect of mood on impulsive buying, but they did not study the process of introducing the mood selfregulation motivation and browsing,the article expounded the course through which negative mood influenced the impulse buying ,considering the impossible factors during the course at the same time,and the hypotheses were verified by empirical method. Theoretical and managerial implications, as well as future research directions were also provided. Consideration set including a set of brands that a consumer will actively consider and evaluate during his buying process. Only those brands in consideration set can be bought ultimately by consumers . Consideration set has been an important research field of Western scholars for about forty years, While our domestic scholars carried through little research on this topic .This paper will test the influence of productharm crisis and its responsing process on consumer consideration set using data from a filed experiment carried out in shanghai. Customers are likely to view the services as a bundle of attributes, which may differ in their contribution from the service evaluation and choice. In this article, we study the attributes of inpatients satisfaction. By using factor analysis and multiple linear regression, we found (1) the attributes which affect inpatients’ satisfaction include medical quality, the understanding and munication with hospital staff, environment, waiting time and additional service. (2) medical quality is the most important aspect. The second is understanding and munication. The other three attributes are not so import.Building a model of customer decisionmaking behaviour to the international education industry for understanding the characteristics of this kind of decisionmaking behaviour. The results indict that the model as cultural value—motivation—intent to study abroad gives us a good way to understand the students who intent to study abroad. The financial barriers and psychological problem will moderate the relationship between motivations and intention to study abroad. Under the current petition environment, building good relationship with high value customers is an important way for enterprises to gain petitive advantage. An approach to cluster customers and analyze their characteristics is put forward in this paper. The basic analysis process of the method consists three stages. Firstly, through querying transaction records and analyzing transaction cost, each customer’s total profit contribution to enterprise can be gained, and it is used to measure the customer value. Secondly, the kmeans clustering method is used to partition customers into different clusters by their value. Lastly, a decision tree is built to reflect customer characteristics with different customer value, and help the management to develop right customer strategy.This article expands the concept of brand in theory, gives the relation and harmony theory model of enterprise innovation petenc