和其正凉茶整合营销方案设计.DOC

摘要:整合营销思想的四个组合因素，即产品(Product)、价格(Price)、渠道(Place)和促销(Promotion)。传播的中心思想是，通过企业与消费者的沟通满足消费者需要的价值为取向，确定企业统一的促销策略，协调使用各种不同的传播手段，发挥不同传播工具的优势，从而使企业的促销宣传实现低成本策略化，与高强冲击力的要求，形成促销高潮；其重在整合打破了以往仅仅以消费者为中心或以竞争为中心的营销模式，而着重企业所有资源的综合利用，实现企业的高度一体化营销；那么，在群雄争霸的饮料市场格局下，特别是在王老吉雄霸一方的形势之下，和其正凉茶如何保持市场份额，不断提高自身的竞争力，最终在群雄争霸中脱颖而出呢？本论文就通过整合营销策略，对和其正凉茶进行整合营销方案策划，力争提升品牌形象，最终在群雄争霸中脱颖而出。

关键词: 凉茶，品牌，策划，整合营销

Abstract:Integrated marketing ideas of four combinations of factors, namely the product ( Product ), the price ( Price ), ( Place ) channels and promotion ( Promotion ). Communication is a central idea, through the enterprise and consumer communication to satisfy the needs of the consumers value orientation, determine the enterprise unified marketing strategy, coordination of the use of various means of communication, play the advantages of the different communication tools, enabling enterprise promotion to realize low cost strategy, and high impact force requirements, forms the promotion climax its emphasis on integration; breaking the previous only to consumers as the center or to the competition as the center of the marketing mode, and focus on the enterprise all the comprehensive utilization of resources, enterprises realize the highly integrated marketing; then, the ambitious masters of the beverage market situation, especially in the Wang Laoji Xiongbayifang situation, and it is tea how maintaining market share, and constantly improve their own competitiveness, culminating in the hegemony warlords in talent showing itself? In this paper through the integration of marketing strategy, and it is the tea brand planning, and strive to enhance the brand image, and ultimately in the crowded talent showing itself in competing for hegemony.

Key Words：Herbal tea, brand, planning, integrated marketing

　　　整个方案设计过程都根据和其正凉茶历年的营销运营情况，通过对和其正凉茶现有市场营销状况进行研究、分析，得出一系列关于和其正凉茶所处市场位置的数据并明确定位下一步市场营销工作所要克服及达成的预期效果，精准锁定市场营销目标；围绕市场营销目标确立市场营销战略；最后，按照既定市场营销目标及战略部署作出预算并实施市场营销行动方案。