农夫山泉产品推销策划方案.docx

农夫山泉产品推销策划方案

目录

一、前言....................................................3

1.1编写目的.............................................3

1.2背景分析.............................................4

1.3推销策略概述.........................................5

二、市场分析................................................6

2.1市场需求.............................................8

2.2目标市场细分.........................................9

2.3竞争对手分析........................................10

三、产品策略...............................................12

3.1产品定位............................................13

3.2产品特点............................................14

3.3产品系列............................................15

3.4新产品开发..........................................16

四、价格策略...............................................17

4.1定价原则............................................18

4.2价格体系............................................19

4.3价格促销............................................20

五、推广策略...............................................21

5.1广告宣传............................................22

5.2公关活动............................................23

5.3销售渠道............................................25

5.4直接营销............................................26

5.5数字营销............................................27

5.6社区活动............................................29

5.7客户关系管理........................................30

六、销售策略...............................................31

6.1销售目标设定........................................33

6.2销售预测............................................34

6.3销售团队建设........................................35

6.4销售激励政策........................................37

6.5客户服务策略........................................37

七、执行计划...............................................38

八、风险评估与控制.........................................39

8.1风险识别............................................41

8.2风险评估............................................41

8.3风险应对措施...