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promotion of employment, form a reasonable and orderly pattern of income distribution, build a more fair and sustainable social security systems, medical and health system reform. The plenary, innovation of social governance, must focus on the maintenance of fundamental interests of the overwhelming majority of the people, maximize factors, enhance social development, improving social governance, the interests of national security, ensure that the people live and work, social stability and order. o improve social governance, stimulating social organization, innovative and effective system of preventing and resolving social conflicts, improving the public security system, set up the National Security Council, national security systems and national security strategy to ensure national security. Plenary session, the construction of ecological civilization, you must establish systems of ecological system, using the system to protect the ecological environment. o improve naturalresources asset property right system and use control, red line of delimitation of ecological protection, resources paid use system and ecological compensation system in ecological environment protection management system reform. Plenary session, centering on building a listening party command, can win and having a fine style of the people's army, a strong army under the new situation of the party Goals, restricting the development of national defense and army building is solved outstanding contradictions and problems, innovation and development of military theory, enhance military strategic guidance, improve the military strategy in the new period, building a modern military force system with Chinese characteristics. o deepen the adjustment of personnel system reform in the army, military policy and system reform, promote the development of military and civilian integration depth. Plenary session stressed that comprehensive reform must be to strengthen and improve the party's leadership, give full play to the core role of the party commands the overall situation and coordinating all parties, improving the party's leading water ... Margin. Challenged the leadership of the Communist Party of China, Marxism-Leninism and Mao Zedong thought by Deng Xiao-ping's flag, replaced by three representatives and the harmonic society. The former Communist Party spirit and social cohesion point of almost all political makeover. Characteristics of socialism public ownership is shifting to private ownership, planned regulation and market regulation, the proletarian regime controlled by the elite. Of universal equality, fairness and basic principles of distribution system is socialist society, however after economic monopolized by powerful, vested interests grow, employers do not have the same status, hardly seems fair social distribution. State key protection of capital interests rather than the interests of citizens, had been hits the bottom of the proletariatMINISO名创优品消费者行为习惯报告调研数据处理数学模型
半年来，国内零售业市场惊现了休闲时尚百货品牌MINISO名创优品强势来袭的景象，其以惊人的开业速度进军全国各大重要商圈，特别是改革开放前沿阵地的广东，仅上下九商圈就开设了5家MINISO名创优品店铺，深受广大消费者热捧，成绩斐然。在当前国内实体零售业市场普遍收缩的大环境下，MINISO名创优品的异军突起，为广大零售业界同行所震撼。为剖析MINISO名创优品品牌逆势而上的品牌战略，本所组织成立研究生项目调研小组开展了独立的针对MINISO名创优品品牌现状调研项目。本项目获得了名创优品（中国）有限公司的支持，向项目组提供了很多有关其品牌、新媒体渠道、深度访问协助等间接资料和帮助。
第二季度调研时间：2014年5月21日12时始至6月20日12时止；调研对象：部分城市消费者；调研主要方式：网络问卷自填定量调研；调研辅助方式：购物现场消费者深度访问的定性调研；调研问卷设计维度：从品牌知晓度、品牌令你最心动的原因、购买的首要考虑因素、偏向购买的品类、关注的媒介渠道、品牌分享意愿等6个维度设计问卷。据统计，该调研活动共吸引了88250人查收电子调研问卷，回收问卷56139份，有效问卷55578份，最终形成《MINISO名创优品品牌现状调研报告2.0》。
二、调研基本结果简述
1) MINISO名创优品品牌知名度同比第一季度调研结果提升25％，高达63％。
2) MINISO名创优品主张的“真正物美价廉”品牌理念的认同度同比第一季度调研结果提
升了14％，高达64％。
3) MINISO名创优品消费者购买的首要考虑因素有51％集中在品牌主张的“真正物美价廉”
的先发优势区间，即超高性价比，同时25％消费者折服在国际著名休闲时尚百货品牌的影响力下。
4) MINISO名创优品品牌代表的区隔品类是“休闲时尚百货”，62％的消费者用购买行动
认同和支持着品牌引入初期的品类区隔，有利于品牌差异化识别，其中37％的消费者会首选生活百货，25％的消费者会首选创意家居。
5) 92％的消费者明确表示会选择通过MINISO名创优品微信、微博等自媒体平台收听其品
牌动态和商品信息，夯实了MINISO名创优品自媒体低成本传播的基础，确保其可持续提供“真正物美价廉”的商品。
6) 97％的消费者会支持MINISO名创优品媒介策略，并愿意将其良好的消费体验和海量物
bviously, face China's Socialist system, the Communist Party is not the party. In that case, political chaos has been very tight. Is remodeling or reconstruction, is a correction or a stove. Whether to turn right or left, is back to the source or put forward new political ideas. This is to determine the road problems in China, is also the key out of the deep water of the reform of the economic system. After 18, the new Central collective leadership attaches great importance to political orientation. First, the \cles\ng point, starting from the Central Government's self-restraint, which preaches and pro-image, brought fresh feeling to the community. Secondly, before reform and opening up and reform and opening two periods after non-negative, untying the tangle of the society a long time on this issue. Third, a new generation of party leaders on various occasions to Mao Ze-Dong and Mao Ze-Dong's thought of evaluation has room for manoeuvre, through to the ruling ideology of Mao Zedong thought, is the call of the soul to the Socialist Revolution and construction. Empty talks jeopardize national interests and try again, is an affirmation of Deng Xiao-ping's reform ideas. These strong political signal showing a new generation of political leaders is still keeping to the Socialist road. Four is revisiting the \o Ze-Dong's historical cycle of\nti-corruption and the importance of the Constitution, reorganization is bad style of officialdom, was to civilize people obey the law, while improving the color change of the regime of vigilance. Five is to reform into deeper waters and stressed that top-level design, this is a review on the reform and opening up in the past, is also looking for a way out. Six foreign and Russia closer, the flexible attitude on the issue of the Korean peninsula, Sino-Japanese fishing hardline China on the island out of the \profile shadow began to gradually plan development. Signs show that the new leadership began to make a left turn in politics. However, as of right now, not only ideological confusion in the community, the new leadership's thinking is messy. New leaderboth stressed the need to implement the Constitution, stressed the need to turn off the power in a cage. Also stresses that Mao Zedong thought cannot be lost, 30 years after the reform and opening up 30 years ago can not deny each other. Both advocate democracy and release \n does not speak of\cal constraints. Neither deny the history of the CPC Central Committee on several issues ... Comrades: today brings together members, mainly in order to provide a platform to Exchange and learn from each other in order to facilitate our work. Just now, we focus on taxation, planning and stability, safety, project construction, typical topics such as private facts presentation and interaction, and towns currently exist in the in-depth analysis of the problems to be solved, to explore new methods to solve the problem. It can be said that summing up the achievement, no grandstanding; analysispromotion of employment, form a reasonable and orderly pattern of income distribution, build a more fair and sustainable social security systems, medical and health system reform. The plenary, innovation of social governance, must focus on the maintenance of fundamental interests of the overwhelming majority of the people, maximize factors, enhance social development, improving social governance, the interests of national security, ensure that the people live and work, social stability and order. o improve social governance, stimulating social organization, innovative and effective system of preventing and resolving social conflicts, improving the public security system, set up the National Security Council, national security systems and national security strategy to ensure national security. Plenary session, the construction of ecological civilization, you must establish systems of ecological system, using the system to protect the ecological environment. o improve naturalresources asset property right system and use control, red line of delimitation of ecological protection, resources paid use system and ecological compensation system in ecological environment protection management system reform. Plenary session, centering on building a listening party command, can win and having a fine style of the people's army, a strong army under the new situation of the party Goals, restricting the development of national defense and army building is solved outstanding contradictions and problems, innovation and development of military theory, enhance military strategic guidance, improve the military strategy in the new period, building a modern military force system with Chinese characteristics. o deepen the adjustment of personnel system reform in the army, military policy and system reform, promote the development of military and civilian integration depth. Plenary session stressed that comprehensive reform must be to strengthen and improve the party's leadership, give full play to the core role of the party commands the overall situation and coordinating all parties, improving the party's leading water ... Margin. Challenged the leadership of the Communist Party of China, Marxism-Leninism and Mao Zedong thought by Deng Xiao-ping's flag, replaced by three representatives and the harmonic society. The former Communist Party spirit and social cohesion point of almost all political makeover. Characteristics of socialism public ownership is shifting to private ownership, planned regulation and market regulation, the proletarian regime controlled by the elite. Of universal equality, fairness and basic principles of distribution system is socialist society, however after economic monopolized by powerful, vested interests grow, employers do not have the same status, hardly seems fair social distribution. State key protection of capital interests rather than the interests of citizens, had been hits the bottom of the proletariat美价廉信息分享推广，支持MINISO名创优品低成本品牌推广策略。
三、调研结果进一步分析 1、品牌知晓度
63％的消费者表示听说过MINISO名创优品；37％的消费者表示没听说过MINISO名创优品。
数据对比表明，目前MINISO名创优品的知晓度同比第一季度调研结果38％的知晓度提升了25％，品牌知晓度提升速度快，MINISO名创优品公司整合广告策略取得明显效果。
2、品牌令你最心动的原因
消费者欲望驱动力：64％的消费者表示最心动的原因是性价比超高；16％的消费者表示最心动的原因是品牌响亮；10％的消费者表示最心动的原因是进口商品；10％的消费者表示最心动的原因是尊重消费者的品牌态度。
数据进一步分析表明，消费者产生品牌体验的冲动源自其产品的超高性价比本身，在某种意义上可以解读为：消费者的“精明”消费理念高度契合了“回归自然，还原产品本质”的品牌主张，很好证明了品牌诉求和消费者心智需求高度一致，具有较易被消费者青睐的先决条件。同比第一季度调研数据50％的“真正物美价廉”认同度明显提升了14％,这个结果与MINISO名创优品公司一贯坚持向消费者提供真正物美价廉的商品规划策略本真密不可分。
3、购买的首要考虑因素
消费行为驱动力：51％的消费者表示购买的首要考虑因素是其超高性价比即物美价廉；25％的消费者表示购买的首要考虑因素是国际著名休闲时尚百货品牌；13％的消费者表示购买的首要考虑因素是时尚产品设计风格；7％的消费者表示购买的首要考虑因素是自然生活品牌理念；4％的消费者表示购买的首要考虑因素是产品来源地即进口商品。
数据进一步分析表明，51％的消费者对品牌认知明显集中在商品的性价比上，基本不考虑产品来源地，上述数据也符合MINISO名创优品“真正物美价廉”品牌主张，市场前景开阔。同时，消费者的认知偏向也给我们品牌宣传指出了方向，特别是卖场方面的宣传方向侧重于放在消费者更感兴趣的超高性价比上。
bviously, face China's Socialist system, the Communist Party is not the party. In that case, political chaos has been very tight. Is remodeling or reconstruction, is a correction or a stove. Whether to turn right or left, is back to the source or put forward new political ideas. This is to determine the road problems in China, is also the key out of the deep water of the reform of the economic system. After 18, the new Central collective leadership attaches great importance to political orientation. First, the \cles\ng point, starting from the Central Government's self-restraint, which preaches and pro-image, brought fresh feeling to the community. Secondly, before reform and opening up and reform and opening two periods after non-negative, untying the tangle of the society a long time on this issue. Third, a new generation of party leaders on various occasions to Mao Ze-Dong and Mao Ze-Dong's thought of evaluation has room for manoeuvre, through to the ruling ideology of Mao Zedong thought, is the call of the soul to the Socialist Revolution and construction. Empty talks jeopardize national interests and try again, is an affirmation of Deng Xiao-ping's reform ideas. These strong political signal showing a new generation of political leaders is still keeping to the Socialist road. Four is revisiting the \o Ze-Dong's historical cycle of\nti-corruption and the importance of the Constitution, reorganization is bad style of officialdom, was to civilize people obey the law, while improving the color change of the regime of vigilance. Five is to reform into deeper waters and stressed that top-level design, this is a review on the reform and opening up in the past, is also looking for a way out. Six foreign and Russia closer, the flexible attitude on the issue of the Korean peninsula, Sino-Japanese fishing hardline China on the island out of the \profile shadow began to gradually plan development. Signs show that the new leadership began to make a left turn in politics. However, as of right now, not only ideological confusion in the community, the new leadership's thinking is messy. New leaders both stressed the need to implement the Constitution, stressed the need to turn off the power in a cage. Also stresses that Mao Zedong thought cannot be lost, 30 years after the reform and opening up 30 years ago can not deny each other. Both advocate democracy and release \n does not speak of\cal constraints. Neither deny the history of the CPC Central Committee on several issues ...Comrades: today brings together members, mainly in order to provide a platform to Exchange and learn from each other in order to facilitate our work. Just now, we focus on taxation, planning and stability, safety, project construction, typical topics such as private facts presentation and interaction, and towns currently exist in the in-depth analysis of the problems to be solved, to explore new methods to solve the problem. It can be said that summing up the achievement, no grandstanding; analysispromotion of employment, form a reasonable and orderly pattern of income distribution, build a more fair and sustainable social security systems, medical and health system reform. The plenary, innovation of social governance, must focus on the maintenance of fundamental interests of the overwhelming majority of the people, maximize factors, enhance social development, improving social governance, the interests of national security, ensure that the people live and work, social stability and order. o improve social governance, stimulating social organization, innovative and effective system of preventing and resolving social conflicts, improving the public security system, set up the National Security Council, national security systems and national security strategy to ensure national security. Plenary session, the construction of ecological civilization, you must establish systems of ecological system, using the system to protect the ecological environment. o improve naturalresources asset property right system and use control, red line of delimitation of ecological protection, resources paid use system and ecological compensation system in ecological environment protection management system reform. Plenary session, centering on building a listening party command, can win and having a fine style of the people's army, a strong army under the new situation of the party Goals, restricting the development of national defense and army building is solved outstanding contradictions and problems, innovation and development of military theory, enhance military strategic guidance, improve the military strategy in the new period, building a modern military force system with Chinese characteristics. o deepen the adjustment of personnel system reform in the army, military policy and system reform, promote the development of military and civilian integration depth. Plenary session stressed that comprehensive reform must be to strengthen and improve the party's leadership, give full play to the core role of the party commands the overall situation and coordinating all parties, improving the party's leading water ... Margin. Challenged the leadership of the Communist Party of China, Marxism-Leninism and Mao Zedong thought by Deng Xiao-ping's flag, replaced by three representatives and the harmonic society. The former Communist Party spirit and social cohesion point of almost all political makeover. Characteristics of socialism public ownership is shifting to private ownership, planned regulation and market regulation, the proletarian regime controlled by the elite. Of universal equality, fairness and basic principles of distribution system is socialist society, however after economic monopolized by powerful, vested interests grow, employers do not have the same status, hardly seems fair social distribution. State key protection of capital interests rather than the interests of citizens, had been hits the bottom of the proletariat4、偏向购买的品类
37％的消费者表示会偏向购买的品类是生活百货；25％的消费者表示会偏向购买的品类是创意家居；12％的消费者表示会偏向购买的品类是饰品系列；11％的消费者表示会偏向购买的品类是健康美容；6％的消费者表示会偏向购买的品类是数码配件；4％的消费者表示会偏向购买的品类是季节性产品；3％的消费者表示会偏向购买的品类是精品包饰；2％的消费者表示会偏向购买的品类是文体礼品。
5、关注的媒介渠道
92％的消费者表示愿意通过社交媒体（微信、微博等）关注品牌动态；5％的消费者表示愿意通过门户网站广告（网易、新浪等）关注品牌动态；2％的消费者表示愿意通过平面媒体（报纸、杂志等）关注品牌动态；1％的消费者表示愿意通过电传媒体（电视、广播等）关注品牌动态。
数据进一步分析表明，92％的消费者收听品牌动态的媒介更多依赖于当下热门的微信、微博等社交媒体，公司前期重点布局的官方微信的品牌传播策略得到了印证。
6、品牌分享意愿
97％的消费者表示愿意把品牌分享给身边朋友；3％的消费者明确表示不分享。 数据进一步分析表明，高比例的消费者品牌分享意愿，必然会在短时间内达到较好的品牌知名度，特别是把消费者有意识地引入微信平台进行品牌互动，公开透明品牌建设动态，真心听取消费者意见和建议，真心落实“尊重消费者品牌精神”，美誉度和知名度共建。
bviously, face China's Socialist system, the Communist Party is not the party. In that case, political chaos has been very tight. Is remodeling or reconstruction, is a correction or a stove. Whether to turn right or left, is back to the source or put forward new political ideas. This is to determine the road problems in China, is also the key out of the deep water of the reform of the economic system. After 18, the new Central collective leadership attaches great importance to political orientation. First, the \cles\ng point, starting from the Central Government's self-restraint, which preaches and pro-image, brought fresh feeling to the community. Secondly, before reform and opening up and reform and opening two periods after non-negative, untying the tangle of the society a long time on this issue. Third, a new generation of party leaders on various occasions to Mao Ze-Dong and Mao Ze-Dong's thought of evaluation has room for manoeuvre, through to the ruling ideology of Mao Zedong thought, is the call of the soul to the Socialist Revolution and construction. Empty talks jeopardize national interests and try again, is an affirmation of Deng Xiao-ping's reform ideas. These strong political signal showing a new generation of political leaders is still keeping to the Socialist road. Four is revisiting the \o Ze-Dong's historical cycle of\nti-corruption and the importance of the Constitution, reorganization is bad style of officialdom, was to civilize people obey the law, while improving the color change of the regime of vigilance. Five is to reform into deeper waters and stressed that top-level design, this is a review on the reform and opening up in the past, is also looking for a way out. Six foreign and Russia closer, the flexible attitude on the issue of the Korean peninsula, Sino-Japanese fishing hardline China on the island out of the \profile shadow began to gradually plan development. Signs show that the new leadership began to make a left turn in politics. However, as of right now, not only ideological confusion in the community, the new leadership's thinking is messy. New leaderboth stressed the need to implement the Constitution, stressed the need to turn off the power in a cage. Also stresses that Mao Zedong thought cannot be lost, 30 years after the reform and opening up 30 years ago can not deny each other. Both advocate democracy and release \n does not speak of\cal constraints. Neither deny the history of the CPC Central Committee on several issues ...Comrades: today brings together members, mainly in order to provide a platform to Exchange and learn from each other in order to facilitate our work. Just now, we focus on taxation, planning and stability, safety, project construction, typical topics such as private facts presentation and interaction, and towns currently exist in the in-depth analysis of the problems to be solved, to explore new methods to solve the problem. It can be said that summing up the achievement, no grandstanding; analysis