目录摘要........................................................................................................................1Abstract.....................................................................................................................2引言........................................................................................................................31国内外电子烟产品及品牌发展背景分析............................................................41.1电子烟发展背景...........................................................................................41.2国际电子烟品牌发展背景与品牌现状.......................................................51.3国内电子烟品牌发展背景与行业展望.......................................................62电子烟市场需求分析及受众需求分析................................................................72.1电子烟市场需求分析...................................................................................72.1.1建立多样化销售渠道的需求..............................................................72.1.2完善售后体系的需求..........................................................................82.1.3建立合理科学入场门槛的需求..........................................................82.1.4食品级卫生保障的需求......................................................................92.2电子烟受众需求分析...................................................................................92.2.1受众画像..............................................................................................92.2.2产品个性化的需求..............................................................................92.2.3替换品的创新需求............................................................................102.2.4便携性与低成本化的需求................................................................102.2.5去烟草化的需求................................................................................113“简羽”电子烟品牌营销方案设计....................................................................113.1产品创新点设计.........................................................................................113.1.1产品的属性创新................................................................................113.1.2替换品的创新....................................................................................113.1.3低成本化与效能提升........................................................................123.2实施平台设计.............................................................................................123.3营销方案分析.............................................................................................133.3.1搭建社团营销体系............................................................................133.3.2赛事冠名............................................................................................133.3.3Vlog街边体验式采访.......................................................................143.3.4商业区体验活动................................................................................143.3.5品牌分享展会....................................................................................143.3.6自动购物柜投放方案........................................................................143.3.7以旧换新方案...............................
