依云矿泉水营销策划书班级：12 级市场营销一班 XX：颜蒙蒙学号：2024530145时间：2024-12-29时间：2024-12-28一、概要在当代竞争激烈的水市场中，太多的品牌由于市场营销策略使用的不当，快速崛起却又迅速没落，昙花一现的案例数不胜数。如何长久站立在市场中并占有一席之地，就要依靠熟练地应用市场营销策略打出品牌+创新+过硬的质量，最终永葆产品的生命力、市场地位、利润空间，决定企业的命运走向。依云就是这样一个成功的矿泉水品牌，创新意识是依云最为重视的，从包装和独特的广告文化就能充分体现，结合依云明确的品牌定位、固定的渠道、定位分明的市场目标人群等，依云的整体进展非常有潜力。但依云矿泉水在现今的中期进展阶段，仍然存在着许多的问题：产品质量屡上黑榜；宣传力度不够；产品种类单一。本策划书就针对依云的不足之处进行对症下药的诊断和方案，从而树立品牌的正面形象，改变消费者的负面看法。目录前言···················································（1）三、正文1、界定问题············································（1）2、环境分析············································（2）3、SWOT 分析············································（2）4、营销战略（一）市场细分··········································（3）（二）目标市场·········································（3）（三）市场定位·········································（3）5、营销组合策略（一）产品策略·········································（4）（二）分销渠道策略·····································（4）（三）促销策略·········································（4）6、行动方案（一）营销目标·········································（4）（二）营销战略·····················...
