月饼营销策划方案.docxVIP

月饼营销策划方案

目录

一、前言....................................................2

二、市场分析................................................4

2.1行业概况.............................................5

2.2市场需求.............................................7

2.3竞争态势.............................................8

2.4消费者行为分析.......................................9

三、产品策略...............................................10

3.1产品定位............................................11

3.2产品特点............................................12

3.3产品包装............................................13

3.4品牌建设............................................13

四、价格策略...............................................14

4.1定价依据............................................15

4.2价格区间............................................16

4.3价格促销............................................16

五、渠道策略...............................................18

5.1渠道选择............................................19

5.2渠道管理............................................20

5.3物流配送............................................21

六、推广策略...............................................22

6.1广告宣传............................................24

6.2公关活动............................................25

6.3销售促销............................................27

6.4数字营销............................................28

七、实施计划...............................................29

7.1时间安排............................................30

7.2预算分配............................................31

7.3责任分配............................................32

八、风险评估与应对措施.....................................34

8.1市场风险............................................35

8.2竞争风险............................................36

8.3法律风险............................................37

8.4品牌风险............................................38

九、总结与展望.............................................39

9.1实施效果评估........................................40

9.2改进措施.