XX智能厨房A地区营销策划方案_市场营销.DOC

摘要:近几年，中国橱柜产品行业发展快速，整体市场规模迅速扩大。广州作为橱柜销售的主要地区，整体厨房在广州市场面临着良好的发展机遇。蓝谷智能厨房做为中国整体厨房市场的后起之秀，以智能厨房的全新概念优势，成为有竞争力的整体橱柜品牌。

　　　针对蓝谷智能厨房广州市场销量不足的问题。本策划案从橱柜市场的现状、外部经济环境、企业内部环境、竞争对手等方面进行分析，为蓝谷智能厨房的营销与发展制定了一套加大宣传提高品牌知名度的营销策划方案。

关键词: 橱柜，营销，策略，方案

Abstract:In recent years, China's cabinet products industry has developed quickly, the overall market has expanded rapidly.

Guangzhou as the main areas of the cabinet sales, the whole kitchen in the Guangzhou market is facing good opportunities for development.Lan Gu smart kitchen as a rising star of China's overall kitchen market, the new concept of the advantages of the smart kitchen, becoming the whole cabinet of competitive brands.

　　　The problem of insufficient sales of Lan gu Smart Kitchen Guangzhou market, the planning case analysis from the cabinet market situation, external economic environment, competitors, and developed a set of the marketing and development of the Lan gu smart kitchen and step up publicity to increase brand well-known marketing planning programs

Key Words：cupboard，marketing ，tactics，scheme

　　　消费者对整体厨房的概念理解程度逐渐加深，市场潜力大，但蓝谷智能厨房目前在广州整体橱柜品牌的总体知名度不足。整体橱柜行业智能化设计将成为将来橱柜的主流方向，因此，蓝谷智能厨房提出的“源于生活而成于智能”宣传口号，智能设计在实用美观的基础上，又结合了其营销的方向性，使使用者能真正感觉舒适性和方便性。针对蓝谷智能厨房在普通消费者之间知名度不足的问题，开展大力度的宣传推广的活动。从而制定出加大宣传提高品牌知名度的营销策划方案。

　　　本策划案从市场现状、外部经济环境、企业内部环境、竞争对手等方面入手，进行深入细致分析，为蓝谷智能厨房的营销与发展制定了一套营销方案。