双鱼肉脯进入徐州市场策划方案.pdf

摘要:本次市场推广的客户为靖江著名肉脯品牌：双鱼。所进行的内容为双鱼肉脯在徐州地区市场的营销推广。

靖江双鱼食品有限公司是一家80 年历史的老字号企业，产品线集中在上海、苏中苏南地区。而在苏北地区，只有少量铺货，消费者一般通过网购或朋友介绍认识双鱼肉脯，且对其产品评价很高。所以此次我们以徐州为代表进行推广，打开双鱼肉脯苏北市场。

通过前期的市场调查与二手资料的收集分析，结合现阶段的具体实际诊断出双鱼自身在市场上存在的不足。通过对消费者以及竞争对手的分析，为双鱼肉脯作出准确的市场定位，确定目标受众，并以此为基础展开一系列整合营销传播方案。确定品牌发展战略、竞争战略、营销战略、形象战略、营销组合策略以及广告活动和媒介的投放，全方位塑造双鱼形象，提高双鱼销量及其在徐州市场的知名度以及美誉度，最终奠定徐州肉脯市场的引领者的地位。

关键字 双鱼肉脯；消费者；营销；品牌形象

Abstract:The customers we marketing for is the famous Roufu Brand in Jingjiang, Shuangyu. Conducted Beas is Shuangyu Roufu market in Xuzhou marketing promotion.

Jingjiang Shuangyu food company has 80 - year history. Its product line focus in Shanghai as well as the middle and south Jiangsu area. There is only little in north Jiangsu province. Consumers buy Shuangyu Roufu online or though other people think highly of these products. So we set Xuzhou as representation to sell the Shuangyu Roufu in north Jiangsu.

Through the pre-market research and secondary data collection and analysis, we diagnosed shortcomings whit Pisces itself in the market. We make an accurate market positioning rely on consumers as well as competitors for Shuangyu Roufu. At the same time we target audience. And all these made as the basis for a series of integrated marketing communications program. Determine the brand development strategy, competitive strategy, marketing strategy, image strategy, marketing mix strategy, advertising campaigns and the media. Through all these to all-round image shape maintenance, to improve Shuangyu Roufu in the Xuzhou market visibility and reputation. Ultimately Shuangyu Roufu lay the Roufu market leader in Xuzhou status.

Keywords Shuangyu Roufu customer marketing brand image