实战营销策划书【参考】.docVIP

摘要 本文通过以调研策划书为前提，结合各方面的深入分析，包括对王老吉红罐凉茶这个产品的定位、机遇和不足的分析；市场环境和SWOT的分析，详细定位王老吉凉茶的目标方向，我们以实际出发，针对王老吉凉茶目前的状况，制定出一系列具体的营销策略和营销管理方案，从而提高王老吉品牌的继承力度和创新能力。最后简单介绍一下我们的团队管理和运行情况。 目录 一 、 调研报告 ·······································第3页 （一） 调研概述 ·······································第3页 （二） 市场背景资料 ·······································第3页 （三） 分析的方法 ·······································第3页 （四） 数据分析 ·······································第3页 （五） 建议及结论 ·······································第6页 二、 营销目的 ·······································第8页 （一） 选择的参赛主题 ·······································第8页 （二） 企业营销战略概述和分析·································第9页 （三） 营销目标概述 ······································第10页 三、 市场分析 ······································第10页 （一） 企业经营现状 ······································第11页 （二） 产品概况 ······································第11页 （三） 现有市场分析 ······································第12页 （四） 消费者心理分析 ······································第13页 四、 目标市场的选择 ······································第13页 （一） 市场细分的基本原则····································第13页 （二） 关键要素 ······································第13页 （三） 目标市场的规模分析····································第14页 （四） 竞争格局分析 ······································第14页 （五） 竞争对手分析 ······································第14页 五、 完整产品说明 ·····································第15页 （一） 在目标市场上的价值定位································第15页 （二） 产品劣势和威胁 ···································第16页 （三） 竞争产品的分析 ·····································第16页 六、 营销策略 ·····································第17页 （一） 口碑营销策略 ·····································第17页 （二） 品牌营销 ·····································第17页 （三） 广告诉求营销策略 ·····································第18页 （四） 促销营销策略 ·····································第18页 （五） 分销渠道策略 ·····································第19页 七、 营销策略成效评估········································第20页