嘉兴“五芳斋”粽子新产品湖南市场推广营销策划方案

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1、长沙职业技术学院毕业论文（设计）毕业论文嘉兴“五芳斋”粽子新产品湖南市场推广营销策划方案姓名：学号：201105010012所在院系：经贸系学科专业：市场营销1101指导教师：二〇一三年十月长沙职业技术学院毕业论文（设计）前言五芳斋是农业产业化的重点龙头企业，全国最大的粽子产销商，全国食品制造业纳税百强。粽子作为中国传统节日的必备产品，深受广大消费者的喜爱。而且此种节日产品，拥有的并不仅仅是一种美食产品的标签，它更是一种拥有浓厚文化底蕴的精神产品。它是中国文化的寄托，是中华人民的一种怀念。五芳斋粽子从生产走上规模化、集约化

2、发展道路，目前想在湖南市场进行进一步的发展。本人受五芳斋事业股份有限公司委托，为五芳斋粽子在湖南地区的上市制定一份新产品上市策划书。具体内容有：市场分析、新产品分析、SWOT分析、产品定位、推广目标、推广策略、经费预算、效果评估。II长沙职业技术学院毕业论文（设计）目录一、市场分析············································1（一）宏观环境及行业分析································1（二）竞争对手分析························

3、··············1（三）消费者分析········································1二、新品分析············································1三、新品SWOT分析·····································1（一）优势··············································1（二）劣势············································

4、··2（三）机会··············································2（四）威胁··············································2四、产品定位············································2五、推广目标IV长沙职业技术学院毕业论文（设计）············································2五、推广策略·······························

5、·············2（一）广告主题··········································2（二）广告语············································3（三）公关活动安排······································3（四）促销活动··········································3（五）媒体选择··········································3七

6、、经费预算············································3八、效果评估············································4IV长沙职业技术学院毕业论文（设计）一、市场分析（一）宏观环境及行业分析湖南人沿用渊源流长的古习俗，纪念汨罗江里献身的屈原。中国有一句古话：中国有三大节，端午、中秋和过年。从此句话足以看出人们对端午的重视，而粽子却是此节日不可缺少的食品。以前，粽子都是长辈在家自己制作，随着时间的流逝，自主做粽子的越来越少，会做的也越来越少。

7、随着历史的远去，人们越来越注重节日食品赋予的文化内涵。（二）竞争产品分析湖南市场粽子品牌多种多样，但是大多散而不聚。超市有一些零散的粽子销售，但是品牌力差、种类参差不齐。一些食品公司，在端午来临之际，会生产粽子，在短时间内，伴随着节日气氛而销售。但是大多企业只是把粽子作为其公司的某类产品。在湖南市场上以粽子为主打，专注于粽子研发与制作的的公司很少，拥有悠久历史文化内涵的更少。在湖南市场上，一些蛋糕产商、月饼产商，以及一些小型食品产都会在端午节之际，生产粽子。但是却没有著名的粽子品牌引导市场的发展，而且大多数粽子品牌力量单薄

8、。6长沙职业技术学院毕业论文（设计）（三）消费者分析粽子有着独特的风味，并给予了悠久的文化内涵。对于消费者来说，有时候吃的不只是粽子，而是一种文化和一种精神寄托。“没吃粽子的端午，不算端午”，更是表达消费者对节日产品的重视。二、新品分析（一）新产品描述五芳斋粽子有着“糯而不糊，肥而不腻，香糯可口，咸甜适