伊利牛奶感恩回馈主题月策划执行案

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1、伊利感恩回馈主题活动策划案伊利牛奶营销策划书——感恩回馈主题活动策划案策划执行人：简健主办单位：漳州市南靖县伊利经销商2007年6月13日23伊利感恩回馈主题活动策划案目录1.前言······························································32.市场分析··························································32.1市场环境分析···································

2、················32.2市场竞争分析···················································52.3伊利SWOT分析··················································63.市场调查··························································63.1市场调查概要················································

3、···63.2调查数据统计分析···············································74.整体营销方案·····················································104.1营销方案依23伊利感恩回馈主题活动策划案据··················································104.2营销方案概要··················································1

4、15.活动具体执行案···················································135.1活动概要·····················································135.2活动内容······················································135.3执行时间表····················································165.5活动成本表····

5、···············································186.结语·····························································187.附表1：促销价格表················································198.附表2：市场调查表················································2023伊利感恩回馈主题活动策划案6.附表3：活动创

6、意思路·············································211．前言随着经济水平的提高，人们对自身健康与生活质量的要求也日益增高，牛奶逐渐成为家庭生活中十分重要甚至是不可或缺的营养食品之一。根据抽样调查显示，南靖县城73.3%的家庭平均每天消费牛奶250ML-500ML，而县城地区总人口8.3万，可见当地牛奶需求量相当可观。目前南靖县市场上销售的牛奶主要有伊利、蒙牛、长富、雀巢、光明、完达山、旺仔、三元这八种品牌，据调查数据分析，伊利、蒙牛、长富、光明四者瓜分了92%的市场占有率

7、（蒙牛38%，伊利34%，长富12%，光明8%），可是牛奶市场并未一家独大，商家竞争仍然十分激烈。五月中旬以来，牛奶销售进入旺季，各品牌都以超市让利促销的模式，力图抢占更多的市场份额。而伊利，作为国内牛奶产业的领军者之一，也正在面临着来自自身和外界的双重挑战和机遇。因此，经过一系列的准备和策划工作后，我们为伊利牛奶在南靖地区的销售制作了此份营销计划。在综合考虑了各方因素之后，我们首先将目标市场定位为南靖县城消费群体。之后经过系统的调查，我们大致掌握了目标对象的基本消费理念和消费行为，以及液态奶产品所处的市场状况。我们发

8、觉对于目标群体，只有更加具有创意的营销手段才能获得更好的吸引力。因此，我们将传统的营销模式及方案加以了改革和创新，使之变得更加具有吸引性、创新性和时效性。23伊利感恩回馈主题活动策划案整个营销策划我们从三方面下手：品牌理念，渠道销售，促销方案，在制定这三面策略时，我们尽量使它们优势互补，环环相扣，以求达到全方位位的营销效果。最后，