2008金牌奶推广方案(完稿).doc

审批人：总经理 营 销 部 二〇〇八年一月 目 录 第一部分 背景介绍·········································3 第二部分 推广目的·········································4 第三部分 广告宣传·········································4 第四部分 推广渠道·········································7 第五部分 经销商激励政策.·································10 第六部分 产品价格········································11 第七部分 改进产品质量，提高服务··························11 第八部分 结束语··········································13 一、背景介绍 这两年来原材物料的不断上涨，致使公司生产成本不断 的上涨，加上前几年各企业都打价格战造成很多产品毛利都非常低，从表1也可以看出，除了金牌奶毛利高于以外，而偏偏公司高毛利的产品销售又面临着重重困难，