汴绣的促销方案设计

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1、黄河水利职业技术学院黄河水利职业技术学院毕业设计汴绣的促销方案设计班级：旅游管理1001班学号：2010230421姓名：霍朴指导老师：徐永红二0一二年十二月12黄河水利职业技术学院目录摘要·······················································2关键词·····················································2一、汴绣的促销方案设计背景·································2（一）汴绣的背景和发展现状····················

2、·············2（二）促销方案设计的原因···································4二、促销方案的意义·········································4（一）满足消费者的需求·····································4（二）完善汴绣的生产和发展·································4（三）推动开封当地旅游业的发展·····························5（四）宣传特色宋文化························

3、···············5三、汴绣的市场分析·········································512黄河水利职业技术学院（一）产品·················································5（二）市场现状分析·········································6四、促销方案设计原则·······································6（一）市场导向原则·········································6（二

4、）灵活性原则···········································6（三）宣传、促销并重原则···································6五、促销方案设计···········································7（一）为汴绣正身，提升消费者的认知·························7（二）适时采取一些促销措施·································8（三）扩大汴绣的宣传力度···································8

5、（四）加强当地汴绣厂之间的合作·····························812黄河水利职业技术学院（五）确立一个消费者信得过的商标···························8（六）提高政府重视度·······································9六、促销方案解读···········································9(一)促销方案的优势········································9(二）促销方案设计的不足······················

6、·············10七、结语···················································10参考文献···················································10致谢·······················································11汴绣的促销方案设计霍朴（黄河水利职业技术学院，河南，开封475004）摘要：汴绣作为宫廷绣在中国的刺绣史上占据着非常重要的位置，它具有很高的实用价值和欣赏价值。汴绣作品历来为人们所喜爱和收藏，汴绣上承

7、古代刺绣的优12黄河水利职业技术学院良传统，下开明清刺绣高度发展的先河，作为北宋都城开封的刺绣，以其地位的优越和人才的集中，无疑是宋绣的冠冕。目前虽然汴绣产品的市场需求在不断扩大，但是，因为汴绣没有统一的技术标准，没有统一的标志，大量外地绣品以次充好、“冒名顶替”。而且在销售过程中，由于宣传力度不够，质量无法保证，售后服务做的不够到位，致使消费者对于汴绣产品存在较多的质疑。此外，消费者对汴绣产品的了解太少。因而在购买时信任度不高。汴绣产品销量还相对太少。因此，销售者在销售过程中应该抓住消费者的心理，提高他们对汴绣的兴趣和信任度，另外，政府