龙山之巅策划书.doc

您身边的奶茶专家 参赛学校 安庆师范学院 参赛团队 龙山之巅 指导老师 余江舟 黄先军 前 言 据我队市场调查发现，安庆消费者对香飘飘奶茶的品牌认可度达到39%，因此我们认为巩固和提高其市场占有率十分必要，我队设计该策划书目的在于大幅度提高香飘飘奶茶的销售量，提升其美誉度。 本策划以安庆消费者为目标市场，通过相应的内外部环境分析和SWOT分析，准确把握香飘飘奶茶目前发展的机遇和挑战，以健康、绿色为主题，侧重于打开农村市场，并推出了一系列特色活动：1、“香”村田野，可以更好地打开安庆农村市场；2、寻“香”之旅，体现绿色健康的营销主题，通过这些活动可以提高香飘飘奶茶的社会关注度，提升香飘飘公司的企业形象，直接或间接的提高消费者对香飘飘奶茶的购买欲，进而大幅度提升其销售量和市场占有率。为香飘飘的进一步发展奠定坚实基础。 此外我们还提供了一系列的营销策略，针对产品、品牌、包装、分销提出了一些创新型方案。针对安庆市两家供应商之间的串货问题提出了一些解决措施，这些措施必将有利于香飘飘公司的进一步发展。香飘飘产品已经进入产品成熟期，应保持老顾客，开拓新顾客市场，加大香飘飘公司销售部的团队执行力度，改善香飘飘公司的服务质量，推动香飘飘奶茶公司的进一步发展，提升其销售量。 目 录 一、发展现状分析··········································5 （一）产品介绍·············································5 （二）市场规模和潜力········································5 二、市场环境分析············································7 （一）宏观环境分析··········································7 1、政治法律环境分析······································7 2、经济环境分析··········································7 （二）微观环境分析········································8 1、产品竞争能力分析······································8 2、企业文化分析·········································9 3、竞争对手分析··································10 4、消费者需求分析···································10 （三）竞争对手分析···································10 1、行业外竞争对手分析································10 2、行业内竞争对手分析································11 （四）安庆农村市场环境分析································13 1、农村人口结构································13 2农村经济································13 3农村对奶茶的了解································13 三、香飘飘奶茶的SWOT分析··································14 四、营销战略···············································18 （一）目标市场细分········································18 （二）市场定位········································21 五、营销策略···············································22 （一）产品策略············································22 （二）品牌与包装策略······································24 （三）分销策略············································25 六、行动计划···············································