营销策划.doc

前言
随着生活节奏的加快,人们在忙碌的学生活之余,更渴望放慢脚步,休闲娱乐,交流情感,再加上一杯奶茶,可谓“有滋有味”。
在体验经济时代,产品的娱乐价值远大于其固有的功能,奶茶正是娱乐化消费倾向明显的产品。2004年,本企业开发出杯装椰果奶茶,相比原先奶茶增加了咀嚼的乐趣,同时也增添了消费者购买和饮用的时空选择性,满足了消费者购买和饮用时空选择的多样性需求。
尽管近几年越来越多的企业进入奶茶市场,香飘飘凭借其固有的优势及高质量产品,连续七年全国销量领先。然而安庆由于经济较为落后,信息传递不通畅,仍有一部分人对本产品认知度不高,奶茶消费较为局限。若在本市进一步打响香飘飘品牌,完善产品的质量与服务,让消费者感觉香飘飘让渡价值高于其他产品,那么在安庆的市场份额必将逐步提高。鉴于当前绿色消费兴起,且在未来将形成一种理性与流行并存的一种消费模式,我们在生产、宣传产品时,与“绿色”相链接,在节约资源、保护环境的同时,既提高了利润,又彰显了企业的社会责任感。
一杯香浓可口的奶茶,是清晨的问候,是午后的慵懒,又是夜晚妙不可言的温馨。
目录
第一部分
本方案框架图·························5
摘要·································6
第二部分
第一章· 环境分析······················8
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政治法律环境
经济环境
社会文化环境
技术环境
························10
营销渠道企业环境
消费者环境
竞争者环境
第二章· SWOT分析···················12
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第三章· STP营销·····················14
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14
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第四章· 营销目标·······················15
第五章· 营销策略·······················16
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18
第六章· 具体实施方案···················19
第七章· 财务预算·······················20
第八章· 风险控制·······················21
第三部分
结束语···································22
附录:市场调查报告·······················23
问卷调查样表·······················29
团队介绍···························30
宏观市场环境分析
框架图:
环境分析
摘要
微观市场环境分析
SWOT分析
劣势
机会
威胁
优势
目标市场营销
市场细分
市场定位
市场选择
营销战略
具体营销方案
结束语
附录
产品战略
定价战略
分销战略
促销战略
品牌战略

摘要

集绿色与休闲于一身,当你端起一杯香飘飘奶茶时,记住“最是那一绿飘香”;当你累了,渴了,孤单了的时候,别担心,有香飘飘时刻与你为伴。
随着安庆市经济的发展,人们的消费需求延伸至精神领域,综合考虑多方面因素,我们把目标市场定在安庆市,且集中于安庆大学与周边各学校。由于今年来不断发展的奶茶行业,香飘飘面临着强大的市场压力。为做安庆市奶茶行业的领军者,我们认真进行了环境分析,并全方位考虑了香飘飘在市场上的优势、劣势、机会、危险。提出了“环