柳州螺蛳粉推广方案.docx

柳州螺蛳粉推广方案
目录
一、前言....................................................3
1.1背景分析.............................................3
1.2推广目的.............................................4
1.3推广范围.............................................5
二、市场分析................................................6
2.1目标市场.............................................7
2.2市场需求.............................................8
2.3竞争对手分析.........................................9
三、产品策略...............................................10
3.1产品特点............................................11
3.2产品定位............................................12
3.3产品包装............................................13
四、价格策略...............................................14
4.1定价依据............................................15
4.2价格区间............................................16
4.3价格促销............................................16
五、渠道策略...............................................18
5.1销售渠道............................................19
5.2渠道合作............................................20
5.3物流配送............................................21
六、推广活动...............................................22
6.1广告宣传............................................23
6.2公关活动............................................24
6.3销售促销............................................25
6.4网络营销............................................27
七、实施计划...............................................28
7.1时间安排............................................29
7.2预算分配............................................30
7.3责任分配............................................32
八、效果评估...............................................33
8.1销量评估............................................33
8.2品牌知名度评估......................................34
8.3客户反馈评估........................................35
九、风险控制...............................................36
9.1风险因素............................................37
9.2风险规避............................................38
9.3应急预案.......................