茉莉仙子上市推广策划案.doc

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1、茉莉仙子上市推广策划案目录模块一：茉莉仙子新品上市推广市场调查与分析·····························2模块一基本信息表·····························································2茉莉仙子新品上市推广调查报告··················································3广告调查报告附件····························································13附件一：广告调查计划·········

2、······································13附件二：茉莉仙子上市推广市场调查问卷·······························14模块二：茉莉仙子新品上市推广广告计划··································16模块二基本信息表·····························································16茉莉仙子新品上市推广计划书···················································18模块三：茉莉

3、仙子新品上市推广创意表现及广告制作·······················22模块三基本信息表15·····························································22广告创意作品·································································24广告创意表现说明·····························································24平面广告·························

4、············································24网络广告（截图）······························································26广播广告（脚本）······························································27影视广告（脚本、截图、创意说明）··············································28模块四：广告策划··························

5、·······························29模块四基本信息表····························································29茉莉仙子新品上市推广策划方案（策划书）········································3115模块一：茉莉仙子新产品上市推广调查报告一、调查目的通过调查了解现阶段袋泡茶市场概况，再着重了解中国袋泡茶市场的发展情况；对茉莉仙子产品的调查了解到产品的特点、优势，为之后的产品定位、营销策划提供依据；了解竞争对手，了解其的产品和营销手段；了解消

6、费者，知晓消费者的真正需求、媒介接触习惯等信息，为消费者提供有针对性的营销活动。二、调查内容1.袋泡茶市场概况。2.闽榕企业及茉莉仙子产品情况（产品特点、优势）。3.消费者调查（饮茶习惯、媒介接触习惯等）。4.竞争对手调查（企业情况、市场份额、产品营销手段）。三、调查结果分析（一）袋泡茶市场分析袋泡茶的发展。袋泡茶出现于20世纪初，直到上世纪70年代末才开始流行。由于具有“定量、卫生、方便、快速”的特点，袋泡茶的出现与发展，代表了一种文化的兴起与繁荣。袋泡茶的畅销，顺应了现代社会中人们快节奏的生活方式，代表了新一代的潮流文化。全球袋泡茶市场正呈快速增长之势，世界袋泡茶的

7、年消费量已占世界茶叶总消费量的23.5%，尤其在欧美国家，袋泡茶已成为茶叶消费的主导产品。中国袋泡茶市场状况。现阶段，由于饮茶习惯、袋泡茶质量、缺少有知名度的品牌等原因，制约了我国袋泡茶产业的发展。有数据显示，中国袋泡茶消费量仅占茶叶总量约3%，国内袋泡茶市场还有很大上升空间。国内品牌抢滩袋泡茶市场。立顿依旧占据着我国袋泡茶市场的龙头老大位置，但15众多国内茶叶巨头开始纷纷染指这个市场，意与国外品牌一争高下。立顿的“亲密敌人”，同属外资的川宁军袋泡茶产品正陆续入侵其“领地”；与此同时，国内茶叶巨头，大益、八马、帝泊洱、七彩云南、普克等茶企