普洱茶营销策划方案.docx

普洱茶营销策划方案

目录

1.市场研究及分析.........................................3

1.1普洱茶市场现状分析...................................4

1.2目标客户分析.........................................6

1.3竞争对手分析.........................................7

2.品牌定位及价值主张.....................................9

2.1品牌故事构建........................................10

2.2品牌定位及核心理念..................................11

2.3独特价值主张及卖点..................................12

3.营销目标设定..........................................13

3.1预计销量及营业额目标................................14

3.2品牌知名度提升目标..................................15

3.3市场占有率目标......................................16

3.4客户满意度目标......................................17

4.营销策略..............................................18

4.1产品定位与差异化....................................19

4.2推广渠道选择及策略..................................21

4.2.1线上渠道........................................22

4.2.2线下渠道........................................24

4.3传播策略............................................25

4.3.1内容营销........................................26

4.3.2社交媒体营销....................................28

4.3.3公关与活动推广..................................29

4.4销售策略............................................30

4.4.1线上销售模式....................................32

4.4.2线下销售模式....................................33

4.4.3销售团队建设....................................34

5.推广活动策划..........................................36

5.1产品新品发布活动....................................37

5.2线上促销活动........................................38

5.3线下体验活动........................................40

5.4与合作平台的联动推广................................41

6.预算及资金分配........................................42

6.1总预算概算..........................................43

6.2各项营销活动的预算分配..............................44

7.执行方案及流程........................................45

7.1各项活动的执行步骤..................................47

7.2任务分派与责任明细.......................