组员:朱路路宋金法熊诵剑指导老师:胡礼文蒙牛酸酸乳整合营销传播策略蒙牛整合营销传播方案目录摘要：......................................................................................................................-3-一、产品分析..........................................................................................................-3-1.1产品介绍.......................................................................................................-3-1.2产品定位.......................................................................................................-3-二、蒙牛品牌现状分析........................................................................................-4-2.1．品牌升级....................................................................................................-4-2.2生态牛奶品牌策略........................................................................................-4-三、蒙牛品牌总体策略..........................................................................................-5-3.1品牌定位.......................................................................................................-5-3.2品牌延伸.......................................................................................................-5-3.3品牌组合.......................................................................................................-5-3.4扩张...............................................................................................................-5-四、“蒙牛酸酸乳”营销的纵向整合..................................................................-6-4.1营销活动不同过程中的整合........................................................................-6-4.11．营销策略...............................................................................................-6-4.12．营销组合4ps........................................................................................-6-4.13．品牌识别...............................................................................................-7-4.14．营销的执行：.......................................................................................-7-4.2．线上传播：................................................................................................-7-4.21．平面媒体的宣传及应用。...................................................................-8-4.22.网络媒体全程报道。.............................................................................-8-4.23.电视媒体的有效运用。.......................................................................-8-4.3线下活动.......................................................................................................-9-4.31、通路造势...............................................................................................-9-4.32、两个基本点公关造势...........................................................................-9-五、“蒙牛酸酸乳”营销的横向整合..................................................................-9-5.1．媒体信息的整合......................................................................................-10-5.2营销传播工具的整合..................................................................................-10-六、蒙牛酸酸乳整合营销的关系营销..............................................................-12-6.1与消费者之间的关系―――互动沟通...
