饮料促销组合策略1.doc

农夫杂粮奶促销组合策略 专业名称：工商企业管理 学 号姓 名：张洪兴 指导老师：李金梅 摘 要 农夫杂粮奶是农夫山泉新上市的一种产品，作为一个新产品，若要在新疆打开市场，提高农夫杂粮奶的知名度，不仅要对这个特殊的地区进行市场调查之外，还要对农夫杂粮奶这一产品进行营销策划，从而使更多的顾客知道农夫杂粮奶，了解农夫杂粮奶。这篇论文的目的就是要通过营销组合中的各种策略相互结合，把每一种策略的优势最大限度的发挥出来。广告是人们最容易接受，而且是传播范围最大的一种营销方式，因此，我们可以利用广告这种方式在新疆大面积宣传，使消费者知晓并了解农夫杂粮奶，即使他们没见过农夫杂粮奶，也要让他们知道农夫杂粮奶是一种健康营养口感好的乳制品。人员推销是客户反馈意见最迅速的一种方式，可以通过这种方式了解到消费者或中间商对农夫杂粮奶的意见和建议，以便在销售过程中更好的服务于客户。营业推广是短时间内效果最显著的一种策略，运用这种方式让消费者在短时间内达成交易，使消费者认可农夫杂粮奶，从而扩大产品的知名度。运用公共关系方式扩大农夫山泉集团的知名度及美誉度，以此带动农夫杂粮奶的销售。 ? 关键词 ? 农夫杂粮奶、广告、人员推销、公共关系 、营业推广 ? Abstract  Dairy farmers sick farmer Springs is a listing of the new products as a new product, sexual medicine in Xinjiang to open up the market and improve the visibility of dairy farmers sick, not on the critical areas of this special market surveys, but also to the farmer sick milk marketing this product planning, so that customers know more milk farmers sick, sick dairy farmer understanding. The purpose of this paper is to the marketing mix through the various integration strategy, the advantages of each type of strategy to maximize out. Advertising is the most receptive people, but also a spread of the largest sales and marketing techniques, therefore, we can use this approach in the advertising area of Xinjiang publicity, consumers can be aware of the sick dairy farmers, even if they have never seen the sick farmer milk, but also to let them know that the farmer sick milk is a healthy nutrition dairy products taste good. Marketing personnel, feedback is the most rapid way, in this way that the consumer or the sick dairy farmer brokers on the observations and recommendations in the sales process in order to better serve customers. Business promotion is the most significant results within a short time a strategy for using this approach to consumers in a short period of time a deal is authorized to do sick milk consumers, thereby increasing the visibility of products. The use of public relations to the farmer Springs in the minds o