陆河县金叶公司青梅果汁饮料营销策划方案

论文编号:YX163  论文字数:17248,页数:33

陆河县金叶公司青梅果汁饮料营销策划方案
摘  要

 近几年，果汁饮料市场已成为中国食品行业中发展最快的市场之一，在准入壁垒低、饮料市场竞争激烈的情况下，企业要赢得立足之地，除了依靠企业的资本实力外，更为看重的是企业的市场营销策略。本文的研究首先对陆河金叶公司进行了一个全面性的了解，明确了金叶公司的发展现状后，针对公司于2010年底提出开发生产金叶青梅果汁饮料的方案，对中国目前的果汁饮料市场总体行业背景、运营状况等进行了分析。同时制作了一份市场调查问卷，在线上和线下发放，通过回收的问卷提供的信息，对汕尾市果汁饮料的消费者进行分析、研究。根据市场调查的分析研究，对目标市场进行了细分，确定了核心消费者为16岁至35岁的学生和青年工作者，该消费群具有一定的经济基础和文化素养，注重生活的品质和生活品位，对信息的接受能力强，追求时尚，张扬个性，品牌意识强烈，是培养忠诚消费者的最佳选择。依据调查分析结果，对果汁饮料的竞争对手进行分析，了解竞争对手的发展现状以及优劣势。依据金叶公司的营销战略，结合目标消费群体的需求及竞争对手的状况，制定了青梅果汁饮料的营销策略。营销策略中包含了营销目标、4P、营销活动推广的内容。营销方案策划是以汕尾市为主，然后推广到广东省及至全国。

关键词：营销方案 消费者 果汁饮料 青梅 

The marketing plan of greengage juice drinks in LuHe county
ABSTRACT

 In recent years, the juice drinks market has become one of the fastest developing markets in China's food industry. In access barriers low, beverage market competitive situation, the enterprise to win a foothold, besides relying on enterprise capital strength outside, more important is the enterprise marketing strategy. To LuHe gold leaf company for a comprehensive understanding, clear the development status of the gold leaf company after company, this paper put forward the development in the end of the decade of greengage juice beverage production gold leaf of current Chinese scheme for the juice drinks market overall industry background, operation condition were analyzed. Also produce a market questionnaire, online and offline issued by recycling questionnaire, to provide information, ShanWeiShi juice consumer is analyzed, research. According to the market  research and analysis on the target market segmentation, determine the core consumer for 16 to 35 years students and youth workers, this spenders has certain economic base and cultural literacy, pay attention to the quality of life and life grade, strong ability of information is accepted, fashion, make public individual character, a strong brand awareness, is to develop the best choice for consumers loyalty. According to the results of a survey and analysis of rival juice drinks were analyzed, the development situation of understand competitors and disadvantages.
 According to the company's marketing strategy, golden with target consumption group needs and competitor status, work out the greengage juice beverage marketing strategy.Marketing strategy contains a marketing goal, the 4ps, marketing activity, the promotion mix three most content. The marketing plan is generalized to ShanWeiShi give priority to, then when the Guangdong province.

Key words: Marketing planning   Consumer   Fruit juice   Greengage

 目  录

摘  要 III
 ABSTRACT IV
 目  录 V
 1  引言 1
 2  金叶发展公司简介 2
 3  我国饮料市场营销环境分析 3
 3.1 我国饮料市场的发展现状 3
 3.2果汁饮料市场崛起的主导因素 3
 3.3我国饮料市场的发展趋势 3
 3.4饮料市场宏观环境（PEST）分析 4
 3.4.1 政治环境因素P（Political） 4
 3.4.2 经济环境因素E (Economic) 4
 3.4.2 社会环境因素S （Social） 5
 3.4.2 技术环境因素T （Technology） 5
 4  果汁饮料消费分析 6
 4.1消费者特征分析 6
 4.2消费行为和消费习惯分析 6
 5  目标市场营销战略分析 8
 5.1市场细分（Segmenting） 8
 5.2目标市场选择（Targeting） 8
 5.3市场定位（Positioning） 9
 6  竞争战略分析 10
 6.1金叶青梅果汁主要竞争对手分析 10
 6.1.1主要竞争对手简介 10
 6.1.2果汁饮料主要竞争对手对比分析 11
 6.2金叶青梅果汁SWOT分析 12
 7  青梅果汁营销方案策略 14
 7.1青梅果汁营销目标 14
 7.1.1战略布局 14
 7.1.2 销售目标预测 14
 7.2营销组合策略 15
 7.2.1产品策略 15
 7.2.2价格策略 16
 7.2.3渠道策略 17
 7.2.4促销策略 18
 7.3营销活动推广 20
 7.3.1导入期营销活动 20
 7.3.2成长期营销活动 21
 结语 22
 参考文献 23
 附  录 24
谢  辞 28

相关论文