“雾里青”茶系列营销策划书.doc

目 录 一、背景资料……………………………………………………………………………1 二、产品简介……………………………………………………………………………2 （一）产品背后的故事………………………………………………………………2 （二）关于产品………………………………………………………………………2 （三) 产品系列………………………………………………………………………3 三、市场营销环境分析…………………………………………………………………3 （一）宏观环境分析…………………………………………………………………3 （二）微观环境分析…………………………………………………………………4 （三）产品自身SWOT分析…………………………………………………………5 四、市场细分及市场定位………………………………………………………………5 市场细分……………………………………………………………………5 目标市场……………………………………………………………………5 市场定位……………………………………………………………………5 五、市场营销战略……………………………………………………………………6 （一）产品差异化 …………………………………………………………………6 （二）广告及宣传力度 ……………………………………………………………7 （三）人员差异化 …………………………………………………………………7 （四）包装策略 ……………………………………………………………………8 六、产品系列主题活动………………………………………………………………8 （一）雾里青之石台茶叶节…………………………………………………………8 （二）雾里青之茶选秀………………………………………………………………8 雾里青之诗歌比赛……………………………………………………………9 参考文献…………………………………………………………………………………9 后记 ……………………………………………………………………………………10  “雾里青”茶系列营销策划书 吴慧，中文系 摘 要：随着我国社会经济的快速发展，人们不断提高的物质文化需求，绿色消费越来越受人们的普遍关注。不仅仅是想着解决温饱问题了，已经逐渐过渡到追求饮食文化、旅游等方面，让人心情愉悦，得到享受与放松。茶叶渐渐成为这个消费品市场的主要产品之一，它可以使人的消费档次得以体现，也有利于身心，也是作为送亲朋好友、同事、上司、合作伙伴等很好的礼品。在未来市场绿色消费领域将成为主导，茶市场迎合了时代的需要，具有广阔的前景。以石台县为例，通过营销战略对当地进行市场调研分析针对性的制定合理的策划方案，让顾客了解到茶系列的益处并能够吸引顾客，进行活动，从而使石台茶叶走出县城，促进当地经济的发展。 关键词：茶叶；雾里青；营销战略；活动策划 “Mist green”series of tea marketing planning books Wu Hui ; Chinese Department Abstract:With the rapid development of China’s social economy, improve the people’s material and cultural needs, green consumption is more and more attention by people. Just thinking of solving the problem of food and clothing, has gradually transition to the pursuit of diet culture, tourism, mood letting a person is cheerful, enjoy and relax. Tea has become one of the main products of the consumer goods market, it can make people’s consumption level is reflected, but also conducive to mental and physical, but also as a gift for your friends and relatives, colleagues, boss, partner good gift. In the future market for green consumption will become the dominant, tea market to cate to the needs of the times, h