中华老字号星群夏桑菊品牌策划书.doc

概 要： 在今年的第六届品牌策划推广大赛中，我们将以星群药业出品的夏桑菊为推广品牌，并在广商校园内进行一系列的策划、宣传、营销等活动，以扩大其品牌影响力，使“清新、自然、健康”的品牌核心价值理念深入广大师生心中。在此次活动中，本公司对校园消费群及周边市场、对相关竞争品牌及替代品、对大学生在饮食方面的情况等进行了一系列的深入调查研究，并在此基础上对厂商如何进一步扩大其凉茶消费市场提出了相应的参考建议。在此次活动中，我们不仅获得了把专业知识应用于实践的难得机会，而且还增强了我们在进行商业活动中的实际操作能力、团体合作能力、对突发事件的认识及处理能力等，提高了我们对现实市场以及潜在市场的敏感度…… 我们将共同努力，在此次品牌推广大赛中争创佳绩！我们将尽我们所能，做到最好！！ SUMMARY： In this years sixth brand planning to promote competition, we will constellation medicine products Xiasangju to promote the brand, and wide to conduct a series of campus planning, publicity, marketing, and other activities to expand its brand influence, fresh, natural, healthy, the core brand values of the teachers and students in-depth hearts. During the campaign, the company consumer group on campus and the surrounding market, the competitive brands and related replacement for the college students in the catering, and other aspects of a series of in-depth investigation and study, and based on this, on how to further manufacturers expand its consumer market herbal tea made reference to the corresponding proposal. During the activities, we not only receive the professional knowledge to the practice of rare opportunity, but also strengthen our business activities in the course of the actual operation capability, ability groups, and awareness of unexpected events, such as processing power, enhance our real market and the potential market sensitivity…… We will work together to promote competition in the brand in striving for success! We will exhaust our best to do our best! ! 目录 CONTENTS 一、公司简介 Brief Introduction of the Company......................5 二、公司的宗旨、核心价值观 Prospect , and Core values of the Company.........................................................5 三、品牌的历史、特性以及核心理念 Brandｓhistory，identify and core beliefs......... ........ ........ ........ ........ ........ .....7 四、品牌的定位 Brand Positioning ..................................7 五、营销环境分析 Analysis of marketing Environment..................8 (一)市场环境分析 Mark