科思瑞智-新希望品牌名称与概念研究报告-补充报告

委托方：新希望乳业提案方：科思瑞智市场研究公司提案人：张弛提案时间：二零零二年十二月三日新希望品牌名称与概念研究报告-补充报告684.bin*********阅读向导定位测试分白奶饮用者和酸奶饮用者对指标评价的差异分城市看各品牌对指标的满足度牛奶的情感价值品牌转换P3P26P31定位测试分白奶饮用者和酸奶饮用者对指标评价的差异分城市看各品牌对指标的满足度*********定位测试牛奶属性指标的重要性与满足度重要性满足度满足品牌-鲜奶满足品牌-酸奶鲜奶酸奶鲜奶酸奶伊利光明蒙牛伊利光明蒙牛美味的\口感好的4.54.64.24.252.637.534.145.230.022.6浓稠的4.24.14.03.937.033.032.728.329.623.0无异味的4.54.54.14.231.826.922.623.021.714.4爽口的4.24.23.94.029.725.321.525.221.314.4喝起来有新鲜感的4.44.44.14.133.528.225.327.420.918.3挂杯的3.43.43.33.325.821.621.820.917.017.0闻起来有奶香味的4.34.34.04.033.528.328.232.621.319.6脱脂的3.83.83.63.728.323.017.419.622.212.2口味丰富的4.04.03.83.929.325.120.324.823.515.2利乐包装的3.73.83.73.735.926.028.831.724.420.4新鲜屋包装的3.73.83.73.727.727.720.724.424.412.6塑料瓶\塑料袋包装的3.33.43.53.522.121.218.420.017.014.8玻璃瓶包装的3.23.33.33.418.720.0