天天草本果汁茶饮料营销计划方案
摘要
近几年，随着社会经济的提升，饮料行业的发展也变得如火如荼。新一代新新人类已经不仅仅满足于饮料所带来的味道和能量，开始更加注重饮料包装的环保与健康。随着“加多宝”、“王老吉”的出现，人们开始关注茶饮料市场。茶，是中国自古以来就有的产物，有着丰厚的历史及文化积淀。古语云：“浓茶治百病”。在众多养生知识的轰炸下，人们已经慢慢开始舍弃对人体有副作用的碳酸饮料、果汁饮料等，开始对茶饮料变得情有独钟。茶饮料不仅健康，且口感好，无副作用。将茶与水果结合，构造成不同的口味，更是牢牢拴住了热爱健康、热爱环保、喜爱茶饮料消费者的心。
在众多茶饮料中，有着更为明显的细分市场。如“加多宝”、“王老吉”等品牌竞争的凉茶市场，有“农夫山泉”、“康师傅”等品牌竞争的果味茶市场，还有就是“天天早本”、“雀巢”、“天喔茶庄”等品牌等竞争的果汁茶市场。目前在市场中，凉茶市场，红、绿茶市场基本被大牌企业瓜分，唯独果汁茶市场，仍有很大的商机。果汁茶生产商将消费者瞄准在喜爱喝清爽饮料及愿意尝试新鲜饮料的年轻人群体身上，此类消费者消费能力高，消费欲望强，有着较高的环保意识,能够产生较大的经济利润。
虽然果汁茶在市场中仍有很大的发展空间，但基于大牌饮料公司的蚕食，以及新兴企业的介入，果汁茶市场仍是竞争激烈。厂商们运用各种营销手段及公关手段进行品牌维护及更多的占据市场份额，新奇百怪，层出不穷的思想也给众多厂商们更多的压力和动力。如果维护自身在市场中的占有份额以及更为有效的扩大市场占有规模，则需要一个行之有效、引人注目的营销计划。
目录
一、市场分析
（一） 企业的目标和任务``````````````````````````````````````````````1
（二） 当前市场和战略分析````````````````````````````````````````````1
1、当前市场状况``````````````````````````````````````````````````1
2、市场战略描述``````````````````````````````````````````````````3
（三） 主要竞争对手极其优劣势````````````````````````````````````````3
（四） 营销外部环境分析``````````````````````````````````````````````4
1、经济``````````````````````````````````````````````````````````4
2、竞争``````````````````````````````````````````````````````````4
3、技术``````````````````````````````````````````````````````````5
4、社会因素``````````````````````````````````````````````````````5
（五） 内部环境分析``````````````````````````````````````````````````5
1、优势``````````````````````````````````````````````````````````5
2、劣势``````````````````````````````````````````````````````````6
3、预期变化``````````````````````````````````````````````````````6
二、营销策略
（一）营销目标/预期效果`````````````````````````````````````````````6
（二）目标市场描述``````````````````````````````````````````````````7
1、识别特征``````````````````````````````````````````````````````7
2、独特的需求、态度和行为````````````````````````````````````````7
（三）营销组合描述``````````````````````````````````````````````````7
1、产品``````````````````````````````````````````````````````````8
2、分销``````````````````````````````````````````````````````````8
3、定价``````````````````````````````````````````````````````````8
4、促销``````````````````````````````````````````````````````````8
（四）市场定位``````````````````````````````````````````````````````9
三、活动计划
（一）活动步骤``````````````````````````````````````````````````````9
1、职能``````````````````````````````````````````````````````````9
2、具体安排``````````````````````````````````````````````````````9
3、预算``````````````````````````````````````````````````````````9
（二）评估流程`````````````````````````````````````````````````````11
参考文献
1、《推销学》（第二版）崔平主编，机械工业出版社2013年2月
2、《公共关系实务》（第二册）霍瑞红主编，中国人民大学出版社2014年5月
3、《2015年-2020年中国饮料行业市场分析及发展方向分析报告》中国产业研究报告网
4、《2015-2022年中国果味茶饮料行业评估及发展前景报告》凯德产业经济研究中心
5、无锡市橙宝食品有限责任公司官方网站：http://mark99.foodqs.cn/
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