营销实践修改版

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目 录

一、概述 ································································································································ 1

（一）、艾的森面包品牌概述 ································································································· 1 （二）、策划原因 ···················································································································· 1 （三）、执行摘要 ···················································································································· 2 1、市场调研区域 ················································································································· 2 2、调研对象 ························································································································ 2 （四）、市场调研方法 ············································································································· 2 1、消费者需求调研 ············································································································· 2 2、经销商调研 ···················································································································· 2 3、竞争对手调研 ················································································································· 2 （五）、市场调研实施过程 ····································································································· 3 1、被访消费者要求 ············································································································· 3 2、质量控制 ························································································································ 3 3、市场调研数据分析 ········································································································· 3

二、市场现状分析 ············································································································ 4

（一）、食品营销宏观环境分析······························································································ 4 （二）、食品营销微观环境分析······························································································ 4 （三）、市场机会与问题分析 ································································································· 5 1、Strengths（优势） ······································································································· 5 2、Weaknesses（劣势） ····································································································· 5 3、Opportunities (机会) ································································································· 6 4、Threats（威胁） ··········································································································· 6

三、消费者行为分析 ······································································································· 7

（一）、消费水平分析 ············································································································· 7 （二）、购买渠道分析 ············································································································· 8 （三）、消费者诉求分析 ······································································································· 10 （四）、广告与促销················································································································11

四、营销目标 ···················································································································· 14

（一）、推广思路 ·················································································································· 14 （二）、推广目标 ·················································································································· 14

五、营销策略 ···················································································································· 15

（一）、营销宗旨：健康时尚引领面包潮流。 ····································································· 15 （二）营销组合策略（4P分析） ························································································ 15 1、产品策略（Product） ··································································································· 15 2、价格策略（Price） ······································································································· 16 3、销售渠道（Place） ······································································································ 16 4、促销策略（Promotion） ······························································································ 16

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六、具体行动计划 ·········································································································· 17 七、预算 ······························································································································ 19 结束语 ··································································································································· 20 附件········································································································································· 21

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艾的森食品有限公司营销策划方案

合作单位：艾的森食品有限公司

一、概述

（一）、艾的森面包品牌概述

汉中市艾的森食品有限公司成立于一九九七年，是以食品生产、销售为一体的民营企业。公司成立十三年来，以质量求生存，以品牌求发展，以管理求效益。采用前店后厂的经营模式，使生产到销售全程控制，从而确保了公司生产销售的食品安全卫生、品质好、价格优，赢得了广大消费者的信赖并获得一系列荣誉称号。九九年九月被汉中市市委市政府授予 “重合同守信誉” 荣誉称号；二OOO年五月被评为汉中市市级 “先进私营企业”；在汉中市 “产品服务质量双满意” 活动中荣获 “双满意” 产品；二OO二年度被汉中市消协评为 “质量上乘，服务优良，遵守信用” 先进单位； 二OO三年被国税系统评为 “诚信纳税企业”； 二OO四年二月被地方政府评为 “二OO三年度发展非公有制经济先进单位”；二OO五年度被汉中市工商行政管理部门评为“著名商标”。

二OOO年元月，艾的森在世纪阳光商厦的分店 “艾的森西点”开张，增加了西式快餐项目，公司从此走向多品种、多门类的经营轨道。艾的森公司不断的更新观念，不断地学习新技术，生产新产品以应对市场竞争。

艾的森公司的企业经营理念是：品质，服务，卫生； 艾的森公司的服务理念是：细心，爱心，关心； 艾的森公司的企业文化是：诚实，信用，微笑。

（二）、策划原因

1、艾的森做为汉中西点知名品牌，糕点香甜可口，口感细腻，与校园内同种类产品在质量与口感上相比更有竞争优势，也具有更大的品牌优势，但目前为止该优势并未明显体现；

2、伴随着大学普遍扩招，现仅陕理工南区就已入住1.4万人，可见艾的森在陕理工具有相当广阔的市场空间。但陕西理工学院面向全国招生，来自不同地区的数以万计的学子并不一定对于本地知名品牌艾的森十分了解，因而对于艾的森蛋糕的认可度并不是很高，无法刺激产生购买行为；

3、艾的森现已进入陕理工市场，但对于学生的消费习惯并不非常了解，需要进行市场调查分析研究，以便做出适销对路的营销策略，使艾的森在陕理工这片广大的市场上获得更好的销售业绩。在调研的同时，我们也可对艾的森进行很好的宣传；

4、为了将理论与实践相结合，学校为我们提供了两周的营销实践调研实训，在老师的带领下我们寻找一个合作伙伴针对其问题为其制定切实可行的营销方案，在服务合作伙伴的同时，提高了我们实践能力，为我们进入社会提供了宝贵

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的经验。

（三）、执行摘要 1、市场调研区域 陕西理工学院南校区 2、调研对象

（1）、消费者需求调研 调研对象及样本分析：

本次调研对象为南校区大一至大四学生及部分在校人员面包产品的消费者或潜在消费者，样本量为300个。 具体配额如下：

性别配额

女性 55.67%

男性 44.33%

年级配额

大一 39.33%

大二 28.67% 大三 21.00% 大四 7.00%

其他 3.33% （2）、经销商调研

调研陕西理工校内小商店9家，包括2家直销店及7家含主要竞品经销商。 （3）、竞争对手调研

本次调研面包产品竞争对手1家。 （四）、市场调研方法 1、消费者需求调研 调查方法为问卷调查 2、经销商调研 深度访谈 3、竞争对手调研 经销商访谈了解

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（五）、市场调研实施过程 1、被访消费者要求

本次消费者调研采用固定场所问卷调查方式进行，合格的被试者应该同时符合如下要求：

（1）在过去的三个月内没有接受过市场研究人员的访问； （2）本人或家人不在面包生产和销售，调查，广告行业工作； （3）符合配额要求。

2、质量控制

本小组在实地访问中的质量控制方法如下：

（1）所有相关的调研小组人员深入理解项目背景和调研目的；

（2）全体组员集中统一进行培训，加深对营销策划的理解，以消除误解。由组长详细介绍项目背景、调研目的、调研内容。全组人员协商决定调研方法和访问的质量控制，并就可能出现的问题与老师进行讨论，积极听取带队老师的意见； （3）小组所有成员参考网上相关企业的问卷设计，根据陕理工南区市场的实际情况，设计调查问卷。为了更加专业的设计问卷，在初步定稿后，征求老师及合作企业的意见，对问卷进行了进一步的修改完善；

（4）担任现场实施的访问员均本小组成员。在经过老师教授及自己学习后，初步了解了一些访问技巧。对研究目的、问题界定和问卷填答方法也初步掌握； （5）访问过程中，由组长进行任务分配，协调解决可能出现的问题。其工作还包括：发放问卷、回收问卷、统计配额等； （6）所有访问都必须依照调查问卷进行；

（7）所有回收的问卷，需要进行审核。包括：一审、复核、二审、抽审。凡答案出现逻辑错误，则被视为无效问卷。答案漏答则被视为问题问卷。以上两种不合规定的问卷一律作废；

（8）数据的录入由两组组员协同合作控制。最终数据需经过二次核对和逻辑检验方可用于后期研究；

（9）调研报告需经初稿、二稿和定稿的讨论。

3、市场调研数据分析

我们将对所得到的各种数据、资料进行分析，就有关调研内容得出分析结果。分析主要是针对调查问卷的数据统计分析，所采用的统计方法包括频数分析，交互分析，相关分析等，以及相应的统计检验。

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