营山县桑果果汁市场营销策划书.docVIP

营山县桑果果汁的市场营销策划书 姓名： 张 霆 学号：2201020612107 专业：电子商务（专） 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。本文是对家乡企业营山桑果饮料公司的市场营销方案，本文的研究首先对营山桑果饮料公司进行了一个全面性的了解，明确了营山桑果饮料公司的发展现状后，针对公司于2010年底提出开发生产桑果果汁饮料的方案，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，对营山县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。依据营山桑果饮料公司的营销战略，结合目标消费群体的需求及竞争对手的状况，制定了桑果果汁饮料的营销策略。营销策略中包含了营销目标、营销活动推广的内容。营销方案策划是以南充市为主，然后推广到四川省及至全国。 关键词：营销方案 消费者 果汁饮料 桑果 Abstract In recent years, fruit juice drinks market has become Chinas food industry is one of the fastest growing market, in the beverage market competition intense situation, the enterprise to win a place to live in, but to rely on the companys capital strength, more important is the enterprise market marketing strategy. This article is on the home enterprises of Yingshan mulberry beverage companys marketing plan, this study first of Yingshan mulberry beverage company conducted a comprehensive understanding, made clear Yingshan mulberry beverage company development present situation, in view of the company at the end of 2010 put forward development and production of mulberry fruit juice beverage program, current to China market of fruit juice beverage the overall industry background, operation condition are analyzed. At the same time made a market survey questionnaire, online and offline payment, by recycling the questionnaire provided information to the Yingshan County fruit juice beverage, consumer analysis, research. According to market research analysis, the target market segmentation, identifies the core consumers aged 16 to 35 years old students and young workers, the consumer group have a certain economic base and culture, pay attention to the quality of life and quality of life, information ability, the pursuit of fashion, individuality, brand a strong sense