文档介绍：六安瓜片元旦促销方案——六安市场委托单位:一笑堂茶叶有限公司(六安店)策划人:XXX完成日期:2012年12月9日适用时间:2013年1月1日—1月15日目录前言·····················································3任务概要·················································4六安瓜片营销现状分析······························4营销环境分析······································5(一)宏观环境分析·······································5(二)微观环境分析·······································5三、SWOT分析···········································7四、STP战略·············································10(一)市场细分··········································10(二)目标市场··········································10(三)市场定位··········································11五、营销组合············································11(一)产品策略·········································`11(二)价格策略·········································`11(三)渠道策略·········································11(四)促销策略·········································12六、元旦促销方案········································12七、总结················································15前言六安瓜片,中国历史名茶,中国十大历史名茶之一,简称瓜片,属绿茶类,产自安徽省六安。唐称“庐州六安茶”,为名茶。明始称“六安瓜片”,为上品、极品茶。清为朝廷贡茶。六安瓜片(又称片茶),为绿茶特种茶类。采自当地特有品种,经扳片、剔去嫩芽及茶梗,通过独特的传统加工工艺制成的形似瓜子的片形茶叶。“六安瓜片”具有悠久的历史底蕴和丰厚的文化内涵。早在唐代,《茶经》,是中国乃至世界现存最早、最完整、最全面介绍茶的第一部专著,被誉为“茶叶百科全书”,由中国茶道的奠基人陆羽所著。《茶经》就有“庐州六安(茶)”之称;明代科学家徐光启在其著《农政全书》里称“六安州之片茶,为茶之极品”;明代李东阳、萧显、李士实三名士在《咏六安茶》中也多次提及,曰“七碗清风自六安”“陆羽旧经遗上品”,予“六安瓜片”以很高的评价;“六安瓜片”在清朝被列为“贡品”,慈禧太后曾月奉十四两;大文学家曹雪芹旷世之作《红楼梦》入竟有80多处提及;到了近代,“六安瓜片”被指定为中央军委特贡茶,开国总理周恩来同志临终前还念唠着“六安瓜片”;1971年美国前国务卿第一次访华,“六安瓜片”还作为胡锦涛参加“俄罗斯中国年”活动并赠送“特级六安瓜片”由此作为中国国礼赠送给俄罗斯总统普京。可见,“六安瓜片”在中国名茶史上一直占据显著的位置。由此可见,不仅是在以前还是现在,六安瓜片都有好高的评价,那么怎样使他能够精益求精,更上一层楼。我相信通过本方案的制定与实施,定能使六安瓜片的知名度和市场占有率得到进一步的提高。任务概要本方案首先通过市场调查得到数据分析了六安瓜片的营销现状,在扫描营销环境后进行SWOT分析,通过市场细分找到目标顾客,同伙品牌定位在消费者心目中树立独特的印象。在此基础上制定出产品、价格、渠道和促销策略,最后对活动所需的费用进行了合理预算。一切营销方案必须以消费者的需求为出发点,一切产品必须首先找到自己的顾客。在产品同质、价格相近、渠道雷同的情况下,最能体现策划方案智慧让营销者一决高下的恐怕就是促销了。促销有多种手段,常见的有广告、人员推销、营业推广和公共关系。本方案将通过营业推广,广告相结合的方法进行促销,相信通过本方案的实施,一定能使六安瓜片的知名度和市场占有率得到提高。六安瓜片营销现状分析中国是茶树原产地,是茶叶生产、消费、出口大国。,同时也是拥有十几亿人口的人口