天目湖白茶广告策划书.docVIP

SJ006-1 CHANGZHOU INSTITUTE OF TECHNOLOGY 课 设 论 文 题目： 二级学院： 经济与管理 专 业： 市场营销 学生姓名： 学生姓名： 学生姓名： 2013 年 7 月 班级： 10营 学号： 学号： 学号： 前言 茶，作为一种大众饮品，在中国已有数千年的历史，当今随着人民生活水平的显著提高，一方面各类饮品蜂拥兴起，新花色、新品种层出不穷，另一方面饮茶依旧是广大中国人的传统习惯。但随着饮品市场的不断扩大发展和人们对饮品格调和健康日益提高的追求，健康绿色茶消费成为一种时尚。就目前茶叶现状而言，市场是巨大并且有上升的趋势，整体的茶叶需求量非常大。 中国是茶叶的故乡，有绿茶、红茶等6大茶类，20个产茶省，8000万茶农，是名副其实的产茶大国。中国茶和中国茶文化也日益为全球消费者所熟悉和接受，中国茶“走出去”有着广阔的前景，茶叶出口屡创新高。市场分析主要就目前的市场环境，主要是市场规模和市场容量来谈。产品分析就质量、价格、工艺、产品外包装等方面来阐述。有了这些前期准备为广告宣传方式是选择、广告媒体的选用，和广告创意的形成提供了重要条件。 关键词：产品定位、广告定位、品牌忠诚、广告预算、效果测定 目录 一、市场分析················································································································ 1 （一）产品············································································································· 1 （二）市场分析····································································································· 4 （三）竞争分析····································································································· 5 （四）替代品竞争对手分析················································································· 7 （五）面临问题（SWOT分析）············································································ 7 （六）产品定位····································································································· 8 （七）目标受众····································································································· 8 二、消费者心理分析···································································································· 8 （一）消费者基本情况分析················································································· 8 （三）消费者购买渠道分析··············································································· 12 （四）消费者“茶讯”主要来源分析······························································· 12 三、广告定位·············································································································· 13 （一）广告受众定位·····