2021年加多宝凉茶营销方案.pdf

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1、1 加多宝凉茶营销方案目录一、团队介绍.错误！未定义书签。一、团队介绍.2 二、市场状况分析.2 三、公司产品投放市场的政策.7 四、产品销售目标.9 五、市场调查计划.9 六、销售管理计划.13 七、老校区的营销方案.14 八、新校区的营销方案.15 九、校外的营销方案.16 十、网络营销方案.18 十一、财务预算.19 十二、行动方案.20 总结 .22 附录一 .23 附录二 .27精品w o r d 可编辑资料-第 1 页，共 28 页-2 一、团队介绍团队名称：开拓者团队口号：青春如火，超越自我!开拓现在，把握未来！团队成员：刘春旭陈效萱李帅 郭华新汪苏霞团队简介：我们来自不同的班级

2、，但却有共同的信念：用专注的心，做专业的事。我们是随风奔跑的激情少年，我们是披荆斩棘的开拓先锋，永不言退，团结奋进，振翅高飞，犀利到底，我们有一颗精益求精的凉茶心，我们有一个策马奔腾的中国梦，携手加多宝，与青春共舞。二、市场状况分析（一）饮料行业分析1、行业趋势分析近几年我国的饮料行业在蓬勃发展，同时饮品的消费结构也在逐渐变化。从04 年到 11 年，碳酸饮料占比下降了10 个百分点，降幅最快。固体饮料和瓶装水市场份额分别下降5%和 2%。而茶饮料、含乳饮料和果蔬汁分别上升5%、4%和 3%。加多宝精品w o r d 可编辑资料-第 2 页，共 28 页-文档编码:CW5T4Q5P1G8 HO

3、3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P

4、5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT

5、6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8

6、T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文

7、档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW

8、5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P

9、1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F103 凉茶作为茶饮料的领先者在未来的发展中也会有更大的发展。随着时代的发展，人们对饮品的需求不仅仅局限在了口感，消费者在注重口感的同时也注重健康因素。加多宝凉茶的口感甘甜，同时也注重健康。“怕上火就喝加多宝”

10、这句广告词就迎合了消费者心理，更加容易获得市场。2、竞争者分析精品w o r d 可编辑资料-第 3 页，共 28 页-文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 Z

11、T6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C

12、8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10

13、文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:C

14、W5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5

15、P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 H

16、O3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F104 凉茶行业的主要品牌我们可以从图表看出有加多宝

17、、广药王老吉、和其正。下面是竞争者分析：（1）广药王老吉：总体分析：王老吉与加多宝进行了长久的商标战，王老吉获得法院诉讼的胜利。这也是王老吉的优势之一。而在加多宝改名成功后，加多宝的影响力已经超过了王老吉。并且王老吉凉茶创始人第五代玄孙王建仪出任加多宝集团名誉董事长，王老吉手中的文化牌也失去了本身的锋利。这些都是王老吉与加多宝比较的劣势。部分分析：1、产品外观：红色易拉罐包装，镶嵌金色“王老吉”大字。喜庆，有古典特色。310 毫升。绿色纸盒装，250 毫升。2、产品售价：红色易拉罐：3.5 元/罐，绿色纸盒装：2 元/盒。3、配料：水、白砂糖、仙草、蛋花、布渣叶、菊花、金银花、精品w o r

18、d 可编辑资料-第 4 页，共 28 页-文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F

19、6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T

20、10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4

21、F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编

22、码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T

23、4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G

24、8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F105 夏枯草、甘草（2）和其正：总体分析：和其正所属的福建达利食品有限公司，始终秉承以科技为先导、以先进的现代化管理为依托、以“

25、顾客满意第一”为宗旨的经营方针，发展成为一家致力于研发和制造健康美味食品的大型集团化民营企业。它的优势在于它的口感平淡，低糖更有助于健康。劣势在于定位不准确。部分分析：1、产品外观：陈道明手执“和其正”之扇的形象，风度翩翩，复古中道。和其正,做人要大气“和其正”于折扇之上，匠心独运。中国人讲和气而“忍让谦和”,提倡和气而“以和为贵”;扇风时，扇（善）为美，合扇时，合（和）为贵；儒家尚正气，道家尚清气，佛家尚和气！“和其正”，“何其正”!何其正的味道，何其正的品牌，寓意深刻。2、售价：500 毫升装 3.5 到 4 元不等3、配料：纯净水、白砂糖、仙草、甘草、鸡蛋花、布渣叶、菊花、金银花、夏枯草

26、。（二）市场终端分析1、淮北市场分析我们将淮北市场分为新校区市场、老校区市场、校外市场和网络市场。精品w o r d 可编辑资料-第 5 页，共 28 页-文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5

27、P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 H

28、O3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6

29、P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 Z

30、T6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C

31、8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10

32、文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F106 新校区市

33、场商店被苏果垄断，学生相对老校区较少。且参赛队伍多，竞争激烈。老校区市场开阔、人口密集，参赛队伍少，商店多。竞争压力小，易于构成合作。校外市场十分广阔。通过对淮北市的餐饮行业分析，淮北的活锅、烤肉、麻辣烫等餐饮行业较多。而菜馆也多为川菜馆，再加上淮北特色的地锅鸡、烧烤等小饭店。我们可知淮北的易上火餐馆占淮北餐饮一定的比例。以百度糯米网的团购为例，得出下图的比例图：网络市场目前来看发展潜力巨大。在网络上销售同时也更符合现如今学生的消费倾向。用过网络市场可以使得销售最大化。同时，在我们的竞争对手不进入网络市场的情况下我们团队的网络市场就有了得天独厚的优势。在我们竞争对手进入网络市场的条件下我们团队

34、也可以用网络市场扩大我销售量。2、消费群体分析精品w o r d 可编辑资料-第 6 页，共 28 页-文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T

35、4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档

36、编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5

37、T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1

38、G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3

39、Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5

40、F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F107 消费群体主要有学生、淮北市民和餐饮饭店。学生这一群体这要集中

41、在新老校区两个市场。消费能力具有不确定性，但总体水平良好。同时，学生的消费需求是比较大的。淮北市民这一群体，在老校区附近的城镇居民消费水平较高，更适合加多宝的销售。而老校区的农民，消费水平较低。对加多宝凉茶的销售不是十分适合。餐饮饭店对饮料的需求较大，但是竞争激烈。参与到社会的竞争。这是我们的最主要的消费群体。但同时也具有很强的挑战性和风险性。（三）SWOT 分析三、公司产品投放市场的政策内部环境因素优势因素（S）弱势因素（W）1、团队协作能力强；2、团队队员能力较强；3、各方面分析较为透彻，实施难度小。1、团队人员分散，不易于沟通。外部环境因素机会因素（O）威胁因素（T）1、老校区比赛队伍少

42、，利于销售。1、新校区参赛队伍多，竞争激烈；2、市场情况复杂，威胁较大。精品w o r d 可编辑资料-第 7 页，共 28 页-文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P

43、5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT

44、6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8

45、T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文

46、档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW

47、5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P

48、1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F108（一）目标市场与产品定位：加多宝产品

49、定位：突出喜庆吉利的精神文化定位，预防上火的功能定位，以年轻人，食客，夜猫族为消费目标的消费者定位。（二）销售目标是扩大市场占有率还是追求利润：由王老吉引发的一系列纠纷，使得加多宝投入大量人力物力财力到这场更名之战中，加多宝首先注重抢占市场，在抢占市场之后，总利润也就随之上升。又由于昆仑山雪山矿泉水的独特市场定位，限制了它的市场，所以它的主要目标在于塑造其独特的品牌形象，扩大知名度。（三）制定销售价格策略：目前加多宝市场价格为三元五一瓶。（四）确定销售方式：加多宝凉茶因其特殊的功能定位，所以其主要销售渠道主要还是以传统渠道(餐饮零售,市场批发等)为主，现代渠道(网络等)为辅.（五）广告表现与广

50、告预算:广告主题:塑造加多宝凉茶是正宗凉茶的品质,强调凉茶行业领导品牌的地位.广告目的:通过对加多宝的宣传来淡化其原名王老吉的品牌意识,进而从消费者心中建立起新的品牌形象,同时强调其不变的配方和口味增强可信度.精品w o r d 可编辑资料-第 8 页，共 28 页-文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F10文档编码:CW5T4Q5P1G8 HO3Q7Y6P5F6 ZT6T10C8T4F