农夫山泉营销策划书.docx

农夫山泉营销策划书.docx

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农夫山泉营销策划书

农夫山泉营销策划书

　　篇一：

农夫山泉营销策划书

　　湖南人文科技学院经济与管理系

　　结课论文

　　目录

　　第一章产品介绍..........................................................................................................................................4

　　农夫山泉天然纯净水简介..............................................................................................................4

　　农夫山泉水的标准..........................................................................................................................4

　　企业理念与产品自身形象:

.............................................................................................................4

（1）公司核心价值观三大理念................................................................................................4

（2）四个不忘..............................................................................................................................5

　　（3）产品自身形象和荣誉..........................................................................................................5

　　策划目标..........................................................................................................................................6

　　第二章企业目前环境分析..........................................................................................................................6

　　企业宏观环境分析..........................................................................................................................6

（1）经济环境：

..........................................................................................................................6

（2）人口环境..............................................................................................................................7

　　（3）政治人文环境......................................................................................................................7

　　企业微观环境分析..........................................................................................................................7

　　产品自身分析..................................................................................................................................7

（1）农夫山泉饮用水..................................................................................................................7

（2）产品的品牌形象..................................................................................................................8

　　（3）地理位置优势......................................................................................................................8

　　消费者市场分析..............................................................................................................................8

　　第三章农夫山泉SWOT分析.....................................................................................................................8

　　农夫山泉优势分析..........................................................................................................................8

（1）差异化的定位策略..............................................................................................................8

（2）良好的社会形象..................................................................................................................9

　　（3）矿泉水资源足够丰富，能实现强大的产能......................................................................9

　　（4）公关能力............................................................................................................................10

　　农夫山泉劣势分析........................................................................................................................10

（1）水源地偏远........................................................................................................................10

（2）水源地的污染问题............................................................................................................10

　　（3）缺乏科学的销售和经销商渠道建设................................................................................11

　　（4）行业激烈竞争....................................................................................................................11

　　农夫山泉机会分析........................................................................................................................11

　　农夫山泉威胁分析........................................................................................................................12

（1）外在威胁............................................................................................................................12

（2）内在威胁............................................................................................................................12

　　第四章农夫山泉营销策略........................................................................................................................13

　　分销策略........................................................................................................................................13

（1）广告策略........................................................................................