匯林食品公關推廣計劃

1、 匯林，路在何方？-攀登者的探索匯林，路在何方？-攀登者的探索目 錄引 言............................................................................................................................................3A．

2、活動目標..............................................................................................................................3B．主要內容...................................................................................

3、...........................................3C．我們的閃光點......................................................................................................................3一．匯林背景及環(huán)境分析 一．匯林背景及環(huán)境分析..........................

4、......................................................................................41.1 背景...............................................................................................................................

5、......41.2 農產(chǎn)品行業(yè)的總體環(huán)境.....................................................................................................51.3 波特五力分析.......................................................................................

6、..............................51.4 匯林的 SWOT 分析...............................................................................................................7二．匯林品牌形象分析和策劃 二．匯林品牌形象分析和策劃...................................

7、.....................................................................82.1 匯林形象的四字苦經(jīng).........................................................................................................8? 同............................

8、....................................................................................................8? 淺-產(chǎn)品不夠豐富 ...................................................................................................9? 舊-銷售手段

9、陳舊 ...................................................................................................9? 弱-形象弱勢，廣告效應不足............................................................................102.2 品牌三大亂象 .............

10、...................................................................................................112.3 策劃目標...............................................................................................................

11、..........132.4 策劃內容.........................................................................................................................14? 品牌路線:單品牌多系列路線..............................................................

12、..............14? 品牌定位再設計 ...................................................................................................14? 品牌形象 ......................................................................................

13、..........................14? 大學生消費人群定位..............................................................................................15三．推廣計劃...............................................................................

14、...................................................174.1 活動意義...........................................................................................................................174.2 活動流程..........................

15、................................................................................................17? 網(wǎng)絡先行..................................................................................................................18

16、? 比賽造勢..................................................................................................................19? 校園內外............................................................................................

17、......................20? 產(chǎn)游結合..................................................................................................................21? 公益為本....................................................................

18、..............................................224.3 可行性分析.......................................................................................................................22四．創(chuàng)新建議 四．創(chuàng)新建議.............................

19、.....................................................................................................244.1 人才興企.............................................................................................................

20、..............244.2 拓寬銷售渠道...................................................................................................................244.3 改進包裝設計，推進廣告宣傳 ...........................................................

21、.......................254.4 推廣匯林的健康理念.......................................................................................................284.5 走出去戰(zhàn)略與立足本地相結合............................................................