玉叶凉茶福建省市场推广策划.doc

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1、玉叶凉茶福建省市场推广策划报告组员：孙榜泽沈科伟王宇良陈冲赵一翔陈杰姚赛波年级专业：09级市场营销二〇一二年10月13日前言胜基企业创始于1999年，经营范围涉及饮料、塑料容器的生产与销售，注册资本达两千万元。企业拥有国内先进的PET热灌装饮料生产线、饮用水生产线、三片罐生产线等。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国，开发了玉叶凉茶。玉叶植物凉茶饮料取菊花、金银花、鸡蛋花、甘草、薄荷等药食两用的原料，据民间配方，经现代工艺精制而成，具有清凉解渴与消暑降火的功效。该公司重推玉叶凉茶，玉叶凉茶饮料是凉茶市场上的同类新

2、品，除了配方的完全不同，与现在市面上大多数凉茶的“降火气”卖点也不一样，玉叶凉茶饮是以“润肺”“清心”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，对于胜基企业的玉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玉叶凉茶在全国的推广为主。该企业在福建省，该省不仅常年平均气温较高，合适凉茶的销售，另外，福建也是凉茶的“故乡”，因此在福建省的市场的推广活动不仅有它的合理点，也有它的必然性，可以先将福建省市场作为一个营销推广的试点区，为以后在全国推广积累基础和经验，让福建省市场作为玉叶凉茶的试金石

3、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，以及玉叶凉茶的市场状况、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。接下来做出玉叶凉茶在福建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。相信在阅读完这份策划报告后，会对玉叶凉茶的产品市场，定位，以及销售方案有一个较为明晰的了解。目录前言

4、···································································（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）玉叶凉茶的市场状况及发展前景·························（1）（三）SWOT分析············································（2）

5、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）······························（3）二、玉叶凉茶的营销目标································（3）三、营销战略及行动方案·························

6、···············（3）（一）营销宗旨···············································（3）（二）产品···················································（4）（三）价格···················································（5）（四）分销··················································（5）（五）促销···················

7、································（5）（六）具体行动方案···········································（5）四、营销成本··················································（6）五、行动控制··················································（6）结束语·························································（7）附录··

8、······················································（8）一、茶饮料环境及企业SWOT分析（一