鍥藉唴澶栫數瀛愬晢鍔″彂灞曠幇鐘跺強杩囩▼ - 鐧惧害鏂囧簱

鏂板缓

涓婁紶

棣栭〉

鍔╂墜

鏈�杩?/div>

璧勬枡搴?/div>

宸ュ叿

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

鍥藉唴澶栫數瀛愬晢鍔″彂灞曠幇鐘跺強杩囩▼

 

鐢靛瓙鍟嗗姟鏈�鏃╁嚭鐜版槸鍦ㄧ編鍥斤紝涔熸槸鐜板湪鍙戝睍鏈�涓烘垚鐔熷彂杈剧殑鍦板尯銆傚�勫湪绗�浜岀殑鏄�娆х洘锛�

鎴愪负鍏ㄧ悆鐢靛瓙鍟嗗姟棰嗗厛鍦板尯銆?/p>

鑰屼簹娲蹭綔涓虹數瀛愬晢鍔＄殑鏂扮��锛?/p>

涔熷湪钃�鍕冨彂灞曪�?/p>

骞朵笖浜氭床鍦板煙骞?/p>

闃旓紝鏈夌潃娼滃湪鐨勫競鍦恒�?/p>

 

鐢靛瓙鍟嗗姟浣滀负缃戠粶骞冲彴鐨勪氦鏄擄紝

缁欐棩甯哥敓娲绘彁渚涗簡璇稿�氭柟渚裤�?/p>

涓嶇敤鍑洪棬灏辨湁閫佽揣涓婇棬鐨勬湇鍔★紝

姣斿��

KFC

缃戜笂璁㈤�愶紝鍑犲崄鍒嗛挓閫侀�愪笂闂�锛岀渷鍘讳簡鍑洪棬甯︽潵鐨勯夯鐑︼紝鑺傜害浜嗘椂闂达紝寰堝ぇ绋嬪害

鐨勬彁楂樹簡鐢熸椿璐ㄩ噺銆?/p>

 

铏借�寸數瀛愬晢鍔″钩鍙版槸寮曡繘鍥藉�栫殑鍏堣繘鎶�鏈�锛�

鍥藉�栧彂灞曟垚鐔燂�?/p>

鍗犳嵁鐫�鐙�鐗圭殑浼樺娍銆?/p>

浣嗘槸涓�鍥戒�?/p>

涓轰汉鍙ｅぇ鍥斤紝

鍙堟槸缁忔祹鎸佺画鍙戝睍鐨勫浗瀹讹紝

鐢靛瓙鍟嗗姟閫傚簲涓�鍥界殑鍙戝睍鐜扮姸锛�

骞朵笖鏈夎緝濂界殑鍙戝睍

鍓嶆櫙锛岄『搴旀疆娴佷笉寰椾笉鍙戝睍鐨勮秼鍔裤�?/p>

 

鐢靛瓙鍟嗗姟浣滀负涓�绉嶆秷璐规柟寮忥紝鏀瑰彉鐫�浜轰滑鐨勬秷璐规ā寮忋�傜綉涓婅喘鐗╋紝

鐢靛瓙鏀�浠橈�?/p>

瓒充笉鍑鸿揣灏辫兘

璐ф瘮涓夊�剁殑渚垮埄鏄�鍙�鎯宠�岀煡鐨勩�?/p>

骞朵笖涓嶅悓鐨勬秷璐硅�呭�规瘡涓�绉嶅晢鍝佺殑璇勪环锛?/p>

涓烘垜浠�鐨勬秷璐规彁渚�

浜嗗彲闈犵殑渚濇嵁锛岀��涓夋柟鏀�浠樺钩鍙帮紝涓烘垜浠�缃戣喘鎻愪緵浜嗕繚璇併�?/p>

 

涓�锛夊叏鐞冪數瀛愬晢鍔″彂灞曠壒鐐?/p>

 

1995

骞达紝浜氶┈閫婂拰鏄撹礉鍦ㄧ編鍥芥垚绔嬨�傛�ゅ悗锛岃繖绉嶄互浜掕仈缃戜负渚濇墭杩涜�屽晢鍝佸拰鏈嶅姟浜ゆ槗鐨勬柊

鍏寸粡娴庢椿鍔�锛�

杩呴�熸櫘鍙婂叏鐞冦�?/p>

鏂颁竴杞�绉戞妧闈╁懡鍜屼骇涓氬彉闈╀氦姹囧瓡鑲茬殑鐢靛瓙鍟嗗姟锛?/p>

鏋佸ぇ鎻愰珮浜?/p>

缁忔祹杩愯�岀殑璐ㄩ噺鍜屾晥鐜囷紝鏀瑰彉浜嗕汉绫荤殑鐢熶骇鐢熸椿鏂瑰紡銆?/p>

2016

骞达紝鍏ㄧ悆鐢靛瓙鍟嗗姟甯傚満瑙勬ā瓒?/p>

杩?/p>

25

涓囦嚎缇庡厓锛屾垚涓轰笘鐣岀粡娴庣殑浜�鐐瑰拰鏂板�為暱鐐广�?/p>

 

褰撳墠锛屽叏鐞冪數瀛愬晢鍔″憟鐜颁互涓嬪嚑涓�鐗圭偣锛�

 

涓�鏄�甯傚満瑙勬ā涓嶆柇鎵╁ぇ銆傛牴鎹�鍥介檯鐭ュ悕璋冩煡鍏�鍙?/p>

E-marketer

鐨勬暟鎹�锛�

2011

骞村埌

2016

骞达紝鍏?/p>

鐞冪綉缁滈浂鍞�浜ゆ槗棰濅�?/p>

0.86

涓囦嚎缇庡厓澧為暱鑷?/p>

1.92

涓囦嚎缇庡厓锛屽勾骞冲潎澧為暱鐜囪揪

17.4%

銆傛湭鏉ヤ簲

骞达紝闅忕潃鍏ㄧ悆鏅鸿兘鎵嬫満淇濇湁閲忎笉鏂�鎻愬崌銆?/p>

浜掕仈缃戜娇鐢ㄧ巼鎸佺画鎻愰珮銆?/p>

鏂板叴甯傚満蹇�閫熷礇璧凤紝

鍏ㄧ悆

缃戠粶闆跺敭浠嶅皢淇濇寔涓や綅鏁板�為暱銆傞�勮�?/p>

2020

骞达紝鍏ㄧ悆缃戠粶闆跺敭浜ゆ槗棰濆皢瓒呰繃

4

涓囦嚎缇庡厓锛屽崰

鍏ㄧ悆闆跺敭鎬婚�濈殑姣斾緥浠�

2016

骞寸殑

7.4%

澧為暱鑷?/p>

14.6%

銆傝法澧冪數瀛愬晢鍔″挨鍏舵槸璺ㄥ��

B2C

锛堜紒涓?/p>

瀵逛釜浜猴級鏃ョ泭娲昏穬銆傛牴鎹�鍩冩．鍝茬殑鐮旂┒鎶ュ憡锛�

2015-2020

骞村叏鐞冭法澧?/p>

B2C

骞村潎澧為�熺害

27%

锛?/p>

2020

骞村競鍦鸿�勬ā灏嗚揪鍒�

9940

浜跨編鍏冦�?/p>

 

浜屾槸鍦板尯宸�璺濋�愭笎缂╁皬銆傛�х編鍦板尯鐢靛瓙鍟嗗姟璧锋�ユ棭銆佸簲鐢ㄥ箍銆?/p>

2016

骞寸編鍥界綉缁滈浂鍞�浜ゆ槗棰�

杈惧埌

3710

浜跨編鍏冿紝姣?/p>

2015

骞村�為�?/p>

8.5%

锛屽崰缇庡浗闆跺敭鎬婚�濈殑姣斾緥绾�

8%

銆傜洰鍓嶏紝

80%

鐨勭編鍥?/p>

鍒堕�犲晢鎷ユ湁鑷�宸辩殑缃戠珯锛�

60%

鐨勫皬浼佷笟銆?/p>

80%

鐨勪腑鍨嬩紒涓氬拰

90%

鐨勫ぇ鍨嬩紒涓氬凡缁忓紑灞曠數瀛愬晢

鍔″簲鐢ㄣ�?/p>

2015

骞存�х�?/p>

28

鍥界數瀛愬晢鍔?/p>

B2C

浜ゆ槗棰濅负

4074

浜挎�у厓锛屽�炲箙涓?/p>

13.4%

銆傝嫳鍥姐�佹硶

鍥姐�佸痉鍥姐�佽タ鐝�鐗欍�佹剰澶у埄绛変簲鍥界殑甯傚満浠介�濇渶澶э紝鍗犳�х洘鐢靛瓙鍟嗗姟甯傚満鎬婚噺鐨?/p>

77.5%

锛涜嫳

鍥姐�佷腹楹︺�佸崲妫�鍫°�佸痉鍥藉拰鑽峰叞浜斿浗鐨勭綉璐�鐢ㄦ埛娓楅�忕巼鏈�楂橈紝鍧囪秴杩囦簡

70%

銆?/p>

 

浜氭床鍦板尯鐢靛瓙鍟嗗姟浣撻噺澶с�佸彂灞曞揩銆?/p>

鐢靛瓙鍟嗗姟璧锋簮浜庢�х編锛屼絾鍏寸洓浜庝簹娲层�?/p>

浜氭床鍦板尯缃戠粶闆?/p>

鍞�浜ゆ槗棰濆凡鍗犲叏鐞冨競鍦虹�?/p>

46%

銆備腑鍥姐�佸嵃搴︺�侀┈鏉ヨタ浜氱殑缃戠粶闆跺敭骞村潎澧為�熼兘瓒呰繃

20%

銆?/p>

涓�鍥界綉缁滈浂鍞�浜ゆ槗棰濊嚜

2013

骞磋捣宸茬ǔ灞呬笘鐣岀��涓�銆傚叏鐞冨崄澶х數鍟嗕紒涓氾紝涓�鍥藉�?/p>

4

甯�銆佹棩鏈?/p>

鍗?/p>

1

甯�銆傚叾涓�锛岄樋閲屽反宸翠�?/p>

26.6%

鐨勫競鍦轰唤棰濇帓鍚嶅叏鐞冪��涓�锛屼含涓滃晢鍩庡悕鍒椾簹椹�閫娿�佹槗璐濅箣

鍚庯紝浣嶅眳绗�鍥涳紝灏忕背鍜岃嫃瀹佷篃鍏ュ洿鍓嶅崄銆傚嵃搴︾數瀛愬晢鍔″競鍦鸿繃鍘诲嚑骞翠繚鎸佺害

35%

鐨勯珮閫熷��