光明红枣牛奶促销策划方案精选.docVIP

金华职业技术学院毕业教学成果 目 录 摘要…………………………………………………………………………………………1 英文摘要……………………………………………………………………………………1 引言 ………………………………………………………………………………………2 一、市场分析………………………………………………………………………………3 （一）背景…………………………………………………………………………… 3 （二）金华乳品市场简介…………………………………………………………… 3 （三）乳品行业竞争手段分析……………………………………………………… 3 （四）消费者分析…………………………………………………………………… 4 （五）竞争对手分析………………………………………………………………… 4 （六）光明红枣(酸)牛奶产品分析………………………………………………… 5 （七）新促销方案可行性分析……………………………………………………… 6 二、促销活动主题…………………………………………………………………………6 三、促销活动方案设计……………………………………………………………………7 （一）“以大带小” ………………………………… ………………………………7 （二）“以老带新” ……………………………………………… …………………8 （三）Bright red dates planned milk promotion program Abstract：After 2008 milk event, the people regarding the milk healthy question, even more paid attention.Therefore also saves at the milk event in the people heart time.The bright milk pursues the health according to the consumer the point of view to promote the new product red jujube milk to have the health care function, but, the discovery functionality dairy product market development is not merely bright one.Therefore the recent years, started to appear attacks and occupies raises face cosmetology market the milk category, the light was in the red jujube milk market condition on many in 4 dairy product enterprises.Therefore, the bright milk carries on the entire aspect new product promotion, promotes the new product, causes it to succeed in Jinhua goes on the market.And molds the bright brand in the consumer mind to show loving concern the female, the attention development health cosmetology product image. Key words：light, milk, dates, promotions, product launches, planning case 引言 本人对2009 年金华市功能性乳品消费市场进行市场调研，根据调研结果，虚拟推出光明红枣牛奶促销方案，供光明牛奶金华区销售决策人员参考。 随着我国居民生活水平的提高和消费观念的变化，牛奶已从昔日的生活奢侈品转为日常的生活必需品。同时随着消费者追求健康、天然的意识的不断提高，牛奶市场对品种的需求也在发生变化。 特别是在2008年牛奶事件之后，人们对于牛奶的健康问题，更加关注了。于是在牛奶事件还存于人们心中之际。光明牛奶根据消费者追求健康的心态推出新款风味牛奶——红枣牛奶。新款牛奶具有保健功能，有利于人们的身体健康，特别是对于女性更是有补血滋润的功效。 但是，发现功能性乳品市场发展潜力的不仅仅是光明