搜索
-1-可降解玉米淀粉纸杯营销策划案目录第一章项目由来················································································4第一节市场环境················································································4第二节政策环境················································································4第二章调研过程················································································6第一节厂家调研················································································6第二节消费者需求调研·······································································7第三节课题商讨················································································7第三章SWOT分析···············································································9第一节优势······················································································9第二节劣势······················································································9第三节机会·····················································································10第四节威胁·····················································································10第四章目标市场的选择······································································11第一节市场需求分析·········································································11第二节目标客户群分析······································································12第三节市场定位···············································································13第五章市场营销策略·········································································14第一节产品开发策略·········································································14-2-第二节定价策略···············································································19第三节渠道策略···············································································20第四节促销策略···············································································21第六章项目成效分析·········································································25第一节无形成果···············································································25第二节有形成果···············································································25第七章附录·····················································································27第一节调查问卷···············································································27第二节参考文献···············································································28第三节工作记录···············································································28第一章项目由来第一节市场环境纸制餐饮用具独具美观大方、环保卫生、防油耐温等特性，并且有无毒无味、形象佳、感觉好、可降解、无污染的优点。纸杯更是纸质餐具中应用最为广泛的一种，国际上各快餐业和饮料供应商如：麦当劳、肯德基、可口可乐、百事可乐等均使用纸杯作为饮料用具。同时纸杯也在商业、航空、中高档快餐厅、冷饮厅、大中型企业、政府部门、宾馆、医疗单位以及经济发达地区家庭等领域广泛使用，并正快速向内地中、小城市扩张。中国人口众多，经济发展迅速，市场潜力巨大，加之政府的政策支持和引导，将会给玉米淀粉纸杯带来美好的发展春天。目前美国、加拿大等发达国家已禁止使用非降解性一次性塑料制品。沃尔玛等大型企业从2005年11月1日开始，在美国的3779家沃尔玛超市和邻近国家的沃尔玛超市推广全降解食品包装的使用。同时纸杯，尤其是环保、可降解材料制成的产品，也开始受到欢迎。这就为可降解型玉米淀粉纸杯的出口创造了良好的契机。国际、国内市场的需求必将为新型玉米淀粉纸杯的发展插上腾飞的翅膀。第二节政策环境-3-近年来，国家大力整治环境污染，不断加强生态保护，绿色GDP、低碳生活的理念已被广泛接受。经济发展方面由“又快又好”的发展模式到了“又好又快”的发展模式，生活方面也逐步步入“低碳”生活。各行各业在低碳环保方面都进行了有效的探索，在生活中应用广泛的纸杯也有了突破性的进展，新型纸杯不再以木浆为生产原料，这样一来避了消耗大量木材的同时减少了造纸业污水的排放，符合国家的环保方针和政策，在中国环境科学学会主办的第五届绿色财富论坛上，财政部财科所所长贾康表示：“政府为促进经济平稳运行，实行了必要的财政扩张政策，在这个过程同时须把握好结构导向、支持绿色发展、低碳经济发展”，而以玉米淀粉为原料制作纸杯正符合“绿色经济”、“低碳经济”的要求，同时又会在一定程度上带动农业的发展，增加农民收入，推农村经济发展，也迎合了国家支持“三农”的政策，如此有力的政策环境下玉米淀粉纸杯将会获得长足的发展。-4-第二章调研过程第一节厂家调研我们调研对象是位于山东省德州市的“山东美雅纸杯有限公司”，该公司以课题商讨调研过程厂厂家家调调研研消费者需求调研-5-生产纸杯为主，占地面积200亩，拥有生产车间12个，工人120人，公司依靠过硬的生产设备和生产技术，经过不懈努力通过了ISO9001国际质量体系认证。公司秉承“诚信建立合作、经验争取时间、品牌赢得市场”的理念，以“过硬的产品质量、快捷的交货方式、合理的市场价格、完善的售后服务”为准则不断开拓市场、谋求发展。(以下是我们的厂家调研记录)但随着社会进步和经济发展，美雅纸杯遇到了一系列的发展难题。首先，“绿色经济”、“低碳经济”成为当今经济发展的主流，此时以木浆为主要原料生产纸杯的美雅公司在扩大规模上受到限制，因为使用木浆会消耗大量木材，并会使造纸业排污加重，这样不利于环境保护。其次，纸杯设计过于单一，不能满足消费者追求新意的需要，也不能满足高档消费场所的消费需求。再次，杯身仅用于做商业广告，难以提高纸杯的知名度，不利于打开其他市场。第二节消费者需求调研社会在不断进步，消费者的消费理念也在随之变化，我们通过对街头行人、超市顾客等消费者的需求调研中了解到以下情况：-6-1·消费者更注重纸杯的质量，尤其是在环保方面。2·注重杯子的外观设计，希望有独特新颖的纸杯。3·希望纸杯可以提高附加功能，不再仅仅是饮水用。4·希望纸杯更具观赏性。第三节课题商讨通过对厂商以及消费者的调研，青博团队积极与厂家及相关老师商讨，讨论课题的可执行性，确定营销方案的思路和框架，并与美雅公司负责人李建取得联系，得到了他的大力支持和赞助。在各方的共同努力下，我们青博团队开始了营销策划案的制定。-7-第三章SWOT分析第一节优势1·使用差异化竞争战略。通过市场细分和个性化服务来获得差异化的竞争优势，是CRM以客户为中心的思想在企业竞争战略中的一种体现（CRM主张根据客户的需求细分市场，通过对细分市场的个性化服务提高客户满意度，更好的获得和保持客户），能够避开最激烈的正面竞争，根据自己的长处，配合公司的需求，走一条差异化的道路。首先青博团队针对美雅纸杯有限公司的特点，在营销策划案中选择了不同于其他销售商的目标产品类型----新型玉米淀粉纸杯，这有利于其占领这块未经大力开发的市场，同时又有效地避开了最激烈的正面竞争。再者，美雅纸杯公司本身作为一家向消费者提供完善服务、接受客户反馈的企业，不仅满足了合作者的需求、保证了合作者的利益，还顾全了消费者的身体安全以及环保问题，创造出自己的特色服务从而建立起较好的社会形象。对于产品的设计、品牌、技术、产品功能方面，美雅都竭尽全力做到最好。公司出产的环保纸杯响应了国家的号召，不仅为开辟新市场打下了坚实的基础和推进环保事业的发展做出贡献。2·创新树立优势。在竞争日趋激烈的纸杯制造业市场上，美雅纸杯公司以其创新的产品理念、采用了与科研单位合作制造具有潜力特色产品的“创新定位”策略，有效占领了目标群体的大部分市场份额；而其“个性·独有”的产品理念和积极参与各项社会活动策略的推行，引领出一种时尚、环保与健康的生活方式，-8-推动了纸杯制造业快速发展；通过一些列的营销策略提高了本企业的社会形象，同时也快速打造了品牌，在市场上保持优势而且又有效地阻止竞争对手争夺市场。第二节劣势美雅纸杯公司也有其自身劣势，企业转型需要新的设备、新的技术，这就要求投入大量资金，而生产的可降解玉米淀粉纸杯的销路和盈利状况还不能确定，能否收回成本、何时才能收回成本不得而知。在种种不利因素之下美雅纸杯能否突出重围，占领市场，取决美雅纸杯公司将以何种企业战略和市场营销策略迎接挑战。第三节机会科技技术的创新和先进的生产技术为美雅的转型提供了有力的技术支持，成为企业发展的良好契机。金融危机缓解，沿海地区的国外市场恢复，减轻了内地企业的竞争压力。可降解淀粉纸杯的环保主题越来越成为当今世界的主流。只要抓住这些机会，美雅的前景一片光明。世博会有关专家建议，用纸杯代替瓶装水，提倡低碳环保，借此契机，宣传美雅纸杯，会取得不错的效果。只