飘影品牌推广策划书.docVIP

飘影品牌推广策划书 ——飘影品牌推广股份有限公司 合作单位：05市场营销（3）班 06物流管理（1）班 策划单位：飘影品牌推广股份有限公司策划部 负责人： 林荣中 黄滢滢 许燕新 策划人： 吴秋福 田维斯 黎民劲 卢志力 余权伟 陈志高 麦文欣 倪 倩 刘彩霞 林树云 苏 娟 黄骏明 林玉婷 陈 静 中文摘要： 品牌经营是当今市场竞争的关键，能否使自己的品牌获得消费者的认同已成为现代经营者关注的重点。飘影作为一个年轻的品牌，其在广商这一特定市场的占有份额仍旧较低。为开拓这一市场，策划书针对消费环境和消费群体的消费习惯、消费水平等进行了调查分析，并应用4P、SWOT等管理模型为策划提供更可靠的数据和资料，进而根据这些分析确定品牌推广的目标市场战略及营销组合策略。 关键词： 飘影 品牌推广 人力资源 细分目标市场 营销策略 Abstrat： Brand running is the key in marketing competition nowadays. Whether a product could win the consumers identification is the emphasis of operators. Piaoying, being a young brand, have a comparative small share of the very market. To explore the market, the project report has shown the analyses of the consuming environment, the habit and level of the consumer colony. All the analyses are based on managerial mode such as 4P, SWOT which provide reliable data and information for our strategy and plan. Also, the strategy of target marketing and combined marketing for brand popularization is decided according to the mentioned analyses. Key words： Puyen , Brand popularization,, Human resource, Segment target market. Marketing strategy. 中文摘要： 品牌经营是当今市场竞争的关键，能否使自己的品牌获得消费者的认同已成为现代经营者关注的重点。飘影作为一个年轻的品牌，其在广商这一特定市场的占有份额仍旧较低。为开拓这一市场，策划书针对消费环境和消费群体的消费习惯、消费水平等进行了调查分析，并应用波特五力分析、SWOT等管理模型为策划提供更可靠的数据和资料，进而根据这些分析确定品牌推广的目标市场战略及营销组合策略。 关键词： 飘影 品牌推广 人力资源 细分目标市场 营销策略 Abstrat： Brand running is the key in marketing competition nowadays. Whether a product could win the consumers identification is the emphasis of operators. Piaoying, being a young brand, have a comparative small share of the very market. To explore the market, the project report has shown the analyses of the consuming environment, the habit and level of the consumer colony. All the analyses are based on managerial mode such as 4P, SWOT which provide r