养生源品牌策划书

养生源品牌推广策划书目 录CONTENTS一、公司与品牌简介 Introduction of the Company and Brand.........1二、营销环境分析 Marketing Environment............................1（一）宏观环境分析 Macroscopically Environment Analysis（二）行业分析 Industry Analysis（三）竞争者分析 Competitors Analysis（四）消费者分析 Consumers Analysis（五）产品分析 Product Analysis品牌推广策划书东莞养生源蜂业有限公司划客户：策 划单位：06 工商（2）07 营销（1）天然，养颜，甜蜜蜜——养生源蜂蜜适用日期：2008.04.09—2008.05.10养生源品牌推广策划书三、SWOT 分析 SWOT Analysis......................................9四、目标市场战略 Target Marketing Strategy........................11（一）市场细分 Marketing Segmentation（二）选择目标市场 Market Targeting（三）目标市场定位 Market Orientation（四）目标市场策略 Market Strategy五、推广目标 Market Expanding Target.............................14六、营销组合策略 Marketing Mix Strategy...........................14（一）品牌策略 Brand Strategy（二）产品策略 Product Strategy（三）定价策略 Pricing Strategy（四）分销策略 Distribution Strategy（五）促销策略 Integrated Marketing Strategy（六）服务策略 Service strategy七、具体方案 Concrete Project....................................19（一）宣传方案 Publicity Programme（二）现场布展方案 On-site Exhibition Programme八、财务方案 Financial Programme...............................25九、人力资源配置 Personnel Allocation...........................33十、应急方案 Emergency Programme..........................36十一、给商家的建议 Suggestion..................................38养生源品牌推广策划书十二、主要参考书目 Chief Bibliography..........................39十三、附录 Appendix............................................40(一) 项目管理计划 Project Management Plan(二) 员工绩效评估表 Staff Performance Evaluation Form(三) 问卷调查分析报告 The Report of Marketing Investigation(四) 策划书信息反馈表 The Feedback of The Plan养生源品牌推广策划书概要本策划书以广商三水校区这个目标市场为基础，针对养生源品牌的理念，结合养生源产品的特点，对市场营销环境进行市场调研分析，分析消费者的消费行为和消费习惯，以团队协作的精神为核心，通过专业营销理论与实践的结合制定市场营销战略，提高养生源品牌知名度，传递品牌价值，并达到预期销售目标，同时借助品牌推广策划大赛这个平台，使我们知识的发展和该品牌的推广达到双赢。SummaryThis paper is made on the basis of the target market, Guangdong University of business studies (Sansui district) .It analyzes the marketing environment through the market research, aiming the YOUNG SOURCE brand and concerning its specialty. Thereby, we further analyze the consuming behaviors and consuming habits of the target customers. We therefore make the marketing strategies based on the combination of specialized theory and the practice to promote the reputation of YOUNG SOURCE brand. And deliver the brand value, in an Endeavour to reach the prospective sales goal .Simultaneously, we try to achieve our mutual benefit both to our knowledge mastering and brand promoting, by virtue of the contest of brand planning and promoting养生源品牌推广策划书一、公司背景及品牌介绍：东莞市养生源蜂业有限公司成立于 1995 年，至今已拥有 40 多年的养蜂历史...