文档介绍：班级:12级市场营销一班姓名:颜蒙蒙学号:530145时间:-12-29时间:-12-28依云矿泉水营销策划书概要在当代竞争激烈的水市场中,太多的品牌由于市场营销策略使用的不当,快速崛起却又迅速没落,昙花一现的案例数不胜数。如何长久站立在市场中并占有一席之地,就要依靠熟练地应用市场营销策略打出品牌+创新+过硬的质量,最终永葆产品的生命力、市场地位、利润空间,决定企业的命运走向。依云就是这样一个成功的矿泉水品牌,创新意识是依云最为重视的,从包装和独特的广告文化就能充分体现,结合依云明确的品牌定位、固定的渠道、定位分明的市场目标人群等,依云的整体发展非常有潜力。但依云矿泉水在现今的中期发展阶段,依然存在着许多的问题:产品质量屡上黑榜;宣传力度不够;产品种类单一。本策划书就针对依云的不足之处进行对症下药的诊断和方案,从而树立品牌的正面形象,改变消费者的负面看法。目录前言···················································(1)三、正文1、界定问题············································(1)2、环境分析············································(2)3、SWOT分析············································(2)4、营销战略(一)市场细分··········································(3)(二)目标市场·········································(3)(三)市场定位·········································(3)5、营销组合策略(一)产品策略·········································(4)(二)分销渠道策略·····································(4)(三)促销策略·········································(4)6、行动方案(一)营销目标·········································(4)(二)营销战略·········································(4)7、财务分析·············································(4)8、控制方案·············································(5)四、结束语··············································(6)前言一个成功的企业离不开创新,能够说,创新力是企业品牌营销的灵魂,更是延长产品生命周期的有效方式。没有创新力,品牌将会老化;没有创新力,企业将失去生机。而拥有200多年历史的世界顶级矿泉水品牌-----法国依云就是一个以创新力著称于世的成功典范,依云矿泉水,一直用创新力演绎着时尚和经典,也成就了一个品牌的百年传奇。依云天然矿泉水的水源地法国依云小镇,背靠阿尔卑斯山,面临莱芒湖,远离任何污染和人为接触,经过了