六安瓜片营销.docVIP

六安瓜片营销策划书 班级：市场营销1201 院系：商务系 策划人：陈远兵 完成时间：2015年4月16日 目录 一．策划背景········································2 二．营销环境分析······································3 （一）宏观环境分析·······································4 （二）微观环境分析·······································4 三．SWOT分析···········································5 四．STP战略·············································8 （一）市场细分··········································8 （二）目标市场··········································9 （三）市场定位··········································9 五．营销组合············································9 （一） 产品策略·········································`9 （二） 价格策略·········································`9 （三） 渠道策略·········································10 （四） 促销策略·········································10 （五）公共关系·········································12 （六）政治权利·········································12 六．组织与计划实施·······································12 （一）组织销售队伍·······································12 （二）制定实施时间表······································12 七．费用预算············································12 八．控制应变措施········································12一．策划背景 “六安瓜片”具有悠久的历史底蕴和丰厚的文化内涵。早在唐代，《茶经》就有“庐州六安(茶)”之称；明代科学家徐光启在其著《农政全书》里称“六安州之片茶，为茶之极品”；明代李东阳、萧显、李士实三名士在《咏六安茶》中也多次提及，日“七碗清风自六安”“陆羽旧经遗上品”，予“六安瓜片”以很高的评价；“六安瓜片”在清朝被列为“贡品”，慈禧太后曾月奉十四两；大文学家曹雪芹旷世之作《红楼梦》入竟有80多处提及，特别是“妙玉品茶(六安瓜片)”一段，读来令人荡气回肠；到了近代，“六安瓜片”被指定为中央军委特贡茶，开国总理周恩来同志临终前还念唠着“六安瓜片”；1971年美国前国务卿第一次访华，“六安瓜片”还作为国家级礼品馈赠给外国友人。可见，“六安瓜片”在中国名茶史上一直占据显著的位置。六安瓜片素以独特的清香、醇厚的内质博得历代茶客的青睐。建国后，六安瓜片更以名列中国十大名茶之一，声名鹊起。到1985年，六安瓜片总产量达400吨，其中国家收购的就有289.2吨，达到历史最高水平，六安瓜片也成为当地茶农收入的主要来源。然而，之后十余年间，因盲目简化制作工艺，加之不法茶商掺杂兑假，市场缺乏监控，正宗的瓜片茶一时难觅踪影，久负盛名的六安瓜片竟背上“骗茶”的恶名，由盛而衰，令人扼腕。2001年，安徽省六安市委、市政府决定实施开发六安瓜片品牌工程，在激烈的市场竞争中，建设强势品牌至关重要。是我国的第一名茶，产于浙江杭州西湖的狮峰、龙井、五云山、虎跑、梅家坞一带，历史上曾分为“狮、龙、云、虎、梅”五个品类，其中多认为以产于狮峰的品质为最佳。龙井素有“色绿、香郁、味醇 、形美”四绝著称于世。形光扁平直，色翠略黄似糙米色，滋味甘鲜醇和，香气幽雅清高，汤色碧绿黄莹；叶底细嫩成朵武夷岩茶产于福建武夷山。武夷岩茶属半发酵茶，制作方法介于绿茶与红茶之间。其主要品种有“大红袍”、“白鸡冠”、“水仙”、“乌龙”、“肉桂”等。武夷岩茶品质独特，它未经窨花，茶汤却有浓郁的鲜花香，饮时甘馨可口，回味无穷。18世纪传入欧洲后，倍受当地群