金沙源淡竹凉茶攀枝花市场推广策划.doc

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1、金沙源淡竹凉茶攀枝花市场推广策划报告策划人：雍娇学生学号：200810304084年级专业：08级市场营销1班二〇一〇年六月前言四川金沙源食品有限公司系四川省百强企业攀枝花钢城集团有限公司全资子公司。该公司为了进一步拓展生存空间，提高市场竞争力，逐渐将饮料产品推向全市乃至全省，相继开发了西番莲果汁饮料和竹汁饮料。西番莲果汁饮料具有健胃、美容、增强抵抗力等保健作用，除此以外还有消除烦恼、治疗失眠等功效；该公司主要重推的是淡竹叶竹汁饮料，淡竹叶凉茶饮料是凉茶市场上的同类新品，除了配方的完全不同，与现在市面

2、上大多数凉茶的“降火气”卖点也不一样，淡竹叶凉茶饮是以“去油腻”“排毒”为主，产品的这种核心价值点是与市场大环境的发展以及消费者新需求的变化是相同的。因此，对于金沙源的新型淡竹叶凉茶饮料的市场前景，我是充满了信心的。以下的营销策划报告就是以淡竹叶茶饮料在攀枝花市场的推广为主。攀枝花不仅常年平均气温较高，合适凉茶的销售，另外，攀枝花也是金沙源的“故乡”，因此在攀枝花市场的推广活动不仅有它的合理点，也有它的必然性，可以先将攀枝花市场作为一个营销推广的试点区，为以后在全省乃至全国推广积累基础和经验，让攀枝花

3、市场作为金沙源淡竹叶茶饮的试金石和产品改良点。这份营销策划报告将从我国的茶饮料的发展历程，以及金沙源的茶饮料的市场状况、发展前景作为大环境的分析，在大环境下做出具有现实意义的企业产品的SWOT分析帮助企业了解自身的内部优势，内部劣势，以及面临外部的市场机会和威胁。接下来做出金沙源淡竹叶凉茶饮在攀枝花市场的一个短期的营销目标，以及具体可行的营销战略方案和具体的行动方案，主要是从产品的营销宗旨、分销、促销、价格、质量、包装、品牌、定位来分析。最后，在策划的末尾做出了粗略的营销成本以及行动方案的控制。相信在

4、阅读完这份策划报告后，会对金沙源淡竹叶饮料的产品市场，定位，以及销售方案有一个较为明晰的了解。目录前言···································································（Ⅰ）一、茶饮料环境及企业SWOT分析·································（1）（一）我国茶饮料发展历程·····································（1）（二）淡竹叶饮料的市场状况及发展前景··········

5、···············（1）（三）SWOT分析············································（2）1、企业内部优势（S）····································（2）2、企业内部劣势（W）···································（2）3、企业的外部市场机会（O）······························（3）4、企业的外部市场威胁（T）···················

6、···········（3）二、金沙源淡竹叶茶饮料营销目标································（3）三、营销战略及行动方案········································（3）（一）营销宗旨···············································（3）（二）产品···················································（4）（三）价格··············

7、·····································（5）（四）分销··················································（5）（五）促销···················································（5）（六）具体行动方案···········································（5）四、营销成本···································

8、···············（6）五、行动控制··················································（6）结束语·························································（7）附录························································（8）一、茶饮料环境及企业SWOT分析（一）我国茶饮料发展历程