《XX白酒大庆市场推广策划书》-毕业学术论文设计.docVIP

PAGE l l 大庆师范学院 本科学生毕业论文 X市XXX白酒大庆市场推广策划书 系别、专业工商管理与法律系市场营销专业 研 究 方 向 营销策划 学 生 姓 名 XX 学 号 200701010076 指导教师姓名 XXX 指导教师职称 2011年4月16日 l 摘要 摘要：本次策划以提高“XXX”白酒在大庆的品牌知名度，最大限度地挖掘市场潜力，提高市场占有率，同时塑造“XXX”良好品牌形象为目标而展开。本文在市场调查的基础上，通过对目标市场、竞争环境及消费者进行详细分析的基础上，针对“XXX”白酒在大庆市场品牌认知度较低的实际，有针对性地制定品牌推广策划方案，即通过举办“XXX酒，广交天下友”大庆首届那达慕蒙古风情文化节，通过一系列的丰富多彩的活动，着重展现“XXX”白酒所蕴含的“塞外文化”、“豪情文化”、“皇家文化”。同时，开展一系列的产品促销活动，让大庆消费者与“XXX”白酒从认知、熟知、再到相知。本方案对“XXX”白酒进行的品牌推广活动和促销活动，有助于扩大本产品的品牌认知度和知名度，扩大其影响力，提高其销售量，提升其市场份额。最后对项目实施情况及成效评估做了认真分析。 Abstract: This plan to improve Yu Jing Shang Fang liquor in Da Qing brand awareness, utmost ground mining market potential, increased market share and also shape Yu Jing Shang Fang good brand image as the goal and unfolding. In this paper, on the basis of market investigation of the target market, competition by environmental and detailed analysis of the consumer, based on Yu Jing Shang Fang liquor in Da Qing market in brand awareness lower real, formulates target-oriented brand promotion planning scheme, namely by hosting Yu Jing Shang Fang wine, make the world friend Da Qing festival, the Mongolian amorous feelings through a series of rich and colorful activities, mainly show Yu Jing Shang Fang liquor contains beyond culture, lofty sentiments culture, the royal culture. Meanwhile, carry out a series of product promotion activities, let consumer and margin of Da Qing burn fang well known from cognitive, liquor again to everlasting. The scheme is well to “Yu Jing Shang Fang” liquor brand promotion activities and promotional activities and helps expand the product brand awareness and popularity and expand its influence, improve its sales, improve its market share. Finally to project implementation and effectiveness evaluation made careful analysis. 关键词：市场；推广；策划 Keywords: Brand; Promotion; Planning; Marketing l 目录 TOC \o 1-4 \h \z \u