绿茶市场营销策划书

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1、编号：2011年11月304宿舍“木茗绿茶”叶市场营销策划书策划机构:304宿舍全体成员策划人：谢迎迎杨晓君吴惠萍方桂蓉项目日期：2011年11月15日——2011年12月15日10前言绿茶是历史上最早的茶类。古代人采集野生菜树芽叶晒干收藏，就可以看做是绿茶加工的开始了，距今至少有3000千年的历史。但真正的意义上的绿茶加工，是公元8世纪发明蒸青制法开始，到12世纪又开始发明炒青制法，绿茶加工技术已比较成熟，一直沿用至今并不断完善。绿茶为我国茶量最大的茶类，产区分布于各产茶省、市、自治区，其中以浙江、安微、江西

2、三生产量最高，质量最优，是我国绿茶生产的主要基地。在国际市场上，我国绿茶占国际贸易的70%以上，销量遍及北非、西非、各国及法、美、阿富汗等50多个国家和地区。在国际市场上绿茶销量占内销量的1/3以上。同时，绿茶又是生产花茶的主要原料。“木茗绿”是我公司刚推出的一种新产品，现在面临着市场挑战，现在很多年轻人吸收了大量的国外文化，和茶叶茶的少之又少，很多咖啡代替了茶叶，我公司推出的绿茶不但让年轻人再次的了解茶叶的传统文化，提神醒脑的作用有茶叶来代替咖啡。茶文化作为中国传统文化的一部分，自古以就得到各民族的重视与提倡

3、。茶可以清神益智，“茶”可以培养文化内涵、升华自己的精神境界。被后人誉为茶圣的唐人陆羽在“茶经”十章中，阐明了富有哲理的茶道精神，并强调“茶之为用，味之寒，为饮，最宜精行俭德之人”这"精行俭德"四字，便成了传统茶道的基本思想内涵。茶的非凡美丽是无法取代的。一杯清茶。一缕清香，那是清雅恬淡高雅脱俗的艺术享受，那种清静淡泊的高士情怀，不是正好体现了君子高尚纯洁的情操吗？至于品茶悟道，其中真谛，没有一定的传统文化修养难以领悟的。10目录前言·······································

4、·········2一、建立营销策划机构·······································41家族型··················································42智囊团型················································43混合型··················································4二、绿茶的调查分析·························

5、················41产品知名度的调查········································42消费者消费心理的调查····································43消费者消费习惯调查······································44消费场合的调查··········································45消费者消费依据的调查································

6、····46绿茶产品本身的调查······································4三、市场前景的分析·········································5110消费者消费习惯和产品本身的分析···························52从市场需求预测产品的市场前景·····························6四、市场营销策略···········································61、目标消费者的定位

7、·······································62、销售渠道···············································73、营销建议···············································7五、SWOT分析··············································7六、费用预算···············································9七

8、、实行行动和方案·········································910一、机构简介所谓市场营销策划机构，是指企业内部为开展市场营销策划业务活动而设计的相应职位及组织机构。市场营销策划机构是保证营销策划工作实现的组织手段，是企业为了实现营销策划目标、发挥市场营销策划功能，由有关部门和人员协作配合的有机的科学体系。企业的所有市场营销策划活动都应该由市场营销