农夫山泉水溶C100夏季推广策划设计报告.pdf

摘 要 本设计报告以农夫山泉水溶C10009夏季推广策划为研究对象。通过对功能 性饮料市场的研究，发现国内功能性饮料仍处于一个发展阶段，具有巨大的市场 发展空间，这也就说明功能性饮料市场的竞争将会愈加激烈。通过对消费者的研 究，发现功能性饮料的消费人群多是年轻一族，注重健康，具有购买力，渴望新 事物的出现，容易接受新事物。这就要求企业必须根据自己的目标消费群体，自 身发展情况和所面临的市场准确定位，制定适合自己的广告策略进行推广宣传。 本设计报告是根据市场调研和文献研究结论而来。通过对农夫山泉水溶C100 的市场现状和消费者的反应情况，得出该产品的市场占有率及消费者对该产品的 认识和接受程度。研究发现要保持产品在市场上的竞争力、夺取市场的最好方法 是以差异化战略细分出一个新的品类；需要依托符号化设计的品牌推广及其它市 场营销的作用来实现；需要持续性的情感沟通和合理的产品卖点与定位来保证。 本产品推广的最终目的是巩固并加深消费者对产品的好感度和忠诚度，使其在一 个竞争激烈、新产品推出日新月异的时代中，能够长久地独领风骚，避免很快被 其它新产品所取代结局。 关键词：功能性饮料；市场推广；差异化；符号化设计 Abstract Abstract AAbbssttrraacctt This report regards summer promote planning of Farmer's Spring Water C10009 as the study. Through the research of functional drink market, found that domestic functional drinks are still in a stage of development, with a huge market space for development, which would illuminate the functional drink market will be increasingly fierce competition. For studying of consumers found that the consumers of functional drinks are more younger who pay more attention to health, have purchasing power, desire to the emergence of new and more easy to accept the new things. This requires that enterprises must posit accurately according to their target consumer groups, self-development and the market faced, and establish advertising strategies adapt to their own development topublicize. This report is based on the conclusion of market research and documentation study. By studying the market situation of Farmer's Spring Water C100 and response of consumer, come to the product's market share and consumer awareness and acceptability of the product. Study found that the best way to maintain competitiveness and win the market is fractionize a new sub-category products by differentiation strategy; this need brand promotion and other marketing