营销策划师论文样例（学员李严提交）

clarke

<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; mso-line-height-rule: exactly;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">营销策划师考试论文——《新饮品</span></b><b><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">A</font></span></b><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">饮市场推广方案》</span></b><b><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></b></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: center; mso-line-height-rule: exactly;"><b><span lang="EN-US" style="FONT-SIZE: 16pt;"><p><font face="Times New Roman">&nbsp;</font></p></span></b></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: center; mso-line-height-rule: exactly;"><b><span lang="EN-US" style="FONT-SIZE: 16pt;"><font face="Times New Roman">A</font></span></b><b><span style="FONT-SIZE: 16pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">功能型饮料市场推广方案</span></b><b><span lang="EN-US" style="FONT-SIZE: 16pt;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><b><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p>&nbsp;</p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><b><span style="FONT-SIZE: 13.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">一、<span lang="EN-US">A</span>功能型饮料市场环境分析</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　项目优势：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">1</span>、本品提出消除脑疲劳的概念，相对于目前市场上健脑保健品来说，具有新特点；<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">2</span>、本品的主要成分<span lang="EN-US">B</span>取自于南美，其成分具有吸引力；<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">3</span>、从举办消除脑疲劳专家研讨会入手，推广产品，体现了科学引导消费的营销思路，可以大大提高产品的征服力；<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　就推广时机讲，有如下特点：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">l</span>、本品推出正值夏季，市饮料需求的旺季<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">2</span>、本方案时限内初期国内有社会广泛关注的世界杯大赛<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">3</span>、本方案时限内中期国内有人们普遍关注的高考<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">4</span>、本方案时限内后期正是中小学生新生入学阶段<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　项目面临挑战：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">1</span>、需求旺季，商家云集，要在强势竞争中抢占市场，必将加大推广成本；<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">2</span>、几年来，许多健脑保健品令人失望，对消费者的科学引导与教育难度较大；<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">3</span>、人们对于高考期间补脑食品普遍报着宁信其有，不信其无，反正吃了没坏处的态度，消费积极性不高；<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">4</span>、目前，已有脑轻松、脑灵通、脑白金、龟鳖丸、脑力健、脑精英、生命一号等健脑产品在争夺高考市场，<span lang="EN-US">A</span>饮品主打健脑品牌具有一定难度。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　为此，我们设定的营销推广战略指导思想是：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">1</span>、着力推出产品定位细分策略，一是产品类型上属功能型饮料，区别于一般保健食品；二是主要功能上是消除脑疲劳，区别于一般的传统的<span lang="EN-US">DHA</span>类健脑食品。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">2</span>、在推广策略上突出科学引路，教育说服消费者，以理性引导为主；<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">3</span>、针对本品具有新产品、新成分、新概念的特点，通过参与人们普遍关注的社会事件，强势进入市场，迅速提高其知名度与美誉度。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><b><span style="FONT-SIZE: 13.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">二、<span lang="EN-US">A</span>功能型饮料的研讨会</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　邀请中国饮料工业协会、省食品工业总公司等权威专家：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　邀请媒体：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">××</span>日报、<span lang="EN-US">××</span>晚报、<span lang="EN-US">××</span>商报、<span lang="EN-US">××</span>都市报、<span lang="EN-US">××</span>时报、<span lang="EN-US">××TV</span>、<span lang="EN-US">××TV</span>、及<span lang="EN-US">××</span>广播电台<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　目标设定：在<span lang="EN-US">××</span>市场主流媒体显著位置发布<span lang="EN-US">A</span>功能型饮料的研讨会的消息<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><b><span style="FONT-SIZE: 13.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">三、<span lang="EN-US">A</span>功能型饮料市场行销活动</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<b><span lang="EN-US">1</span>、<span lang="EN-US">A</span></b></span><b><span style="FONT-SIZE: 13.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">功能型饮料</span></b><b><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">杯世界足坛知识大赛</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">
                        <p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　项目实施：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">5</span>月<span lang="EN-US">30</span>日在<span lang="EN-US">××</span>晚报刊登“<span lang="EN-US">A</span>功能型饮料杯”世界足坛知识大赛启事<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">6</span>月<span lang="EN-US">1</span>日<span lang="EN-US">——6</span>月<span lang="EN-US">25</span>日在《<span lang="EN-US">××</span>晚报》开辟<span lang="EN-US">“A</span>功能型饮料杯<span lang="EN-US">”</span>世界足坛知识大赛题目专栏<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">6</span>月<span lang="EN-US">28</span>日在《<span lang="EN-US">××</span>晚报》上公布竞赛结果<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">6</span>月<span lang="EN-US">30</span>日在<span lang="EN-US">××</span>广场举行颁奖晚会。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　【提示：要做好充分的准备：对会场精心策划，布置得新颖独特，公司制作的“<span lang="EN-US">A</span>功能型饮料”大型广告宣传画要醒目抢眼。通过会场的大屏幕反复播放产品宣传样片，同时做现场品尝活动，让消费者了解、认知<span lang="EN-US">A</span>产品的优良内在品质，加上现场的一系列的优惠政策（包括现场抽奖、搭赠、赠送纪念品等），促进销售。 】<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　奖金标准：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　一等奖　 一名<span lang="EN-US">1000</span>元<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　二等奖　 二名<span lang="EN-US">500</span>元<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　三等奖　 三名<span lang="EN-US">300</span>元<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　项目目标设定：吸引市民对<span lang="EN-US">A</span>品牌的关注，也与同步推出的广告相配合。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<b><span lang="EN-US">2</span>、高考状元奖励活动</b><span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　项目运作：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">l</span>、在<span lang="EN-US">××</span>日报、<span lang="EN-US">××</span>晚报同时刊登<span lang="EN-US">A</span>高考状元奖励活动启事<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">2</span>、在<span lang="EN-US">××</span>日报、<span lang="EN-US">××</span>晚报同时公布<span lang="EN-US">A</span>高考状元名单。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">3</span>、举行颁奖大会<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">4</span>、在新闻媒体发布消息<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">5</span>、迎接高考期间如何消除脑疲劳专家咨询活动日<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　时间：每逢双休日<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　地点：市内主要广场（如<span lang="EN-US">××</span>广场、<span lang="EN-US">××</span>体育中心等）<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　项目目标设定：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">1</span>、利用市民关注的事件引起市民对<span lang="EN-US">A</span>品牌的关注<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">2</span>、强化市民的科学消费意识：<span lang="EN-US">A</span>功能型饮料<span lang="EN-US">——</span>科学健脑新概念<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><b><span style="FONT-SIZE: 13.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">四、<span lang="EN-US">A</span>功能型饮料市场促销手段</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">1</span>、广泛铺货：超级市场、速食店便利商店、平价中心 百货公司中的美食广场、西点面包店、咖啡厅、餐厅、饭店、车站，机场、机关营区福利站、学校福利社、小吃店、公车票亭、自动售货机等，做到在市区的任何一个角落，任何一家小店里，都能见到<span lang="EN-US">A</span>这个品牌。<span lang="EN-US">24</span>小时便利店深入居民区提供购买便利。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">2</span>、试饮促销　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">3</span>、抽奖：集盒上剪角，或买一箱附抽奖券　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">4</span>、赠奖：集盒上剪角即送赠品　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">5</span>、配合电视节目赠品：强棒出击、好彩头、百战百胜、欢乐传真等　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">6</span>、超市促销：饮料<span lang="EN-US">70</span>％以上是中动性消费<span lang="EN-US">(</span>消费者受产品陈列吸引而临时发生的购买行为<span lang="EN-US">)</span>，在自选式大卖场提供充足的货品选择和低价、高品质服务，做到生动化陈列、尽可能大、尽可能多、尽可能醒目地明码标价，尽可能美观且风格一致的堆头、端架、货架陈列，加强陈列效果，规划传播策略，提升品牌形象，增加产品附加值，使消费者觉得物有所值。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　建立周五到周曰的超市的<span lang="EN-US">"</span>促销期<span lang="EN-US">"</span>制度。与超市搞联合<span lang="EN-US">SP</span>，增进双方合作关系<span lang="EN-US">(</span>促销应考虑双方利益<span lang="EN-US">)</span>，如：<span lang="EN-US">A</span>．连锁超市评选销量最大或超额最多的冠军店，给该店经理或员工奖励；<span lang="EN-US">B</span>．特殊节日<span lang="EN-US">(</span>圣诞节、情人节<span lang="EN-US">)</span>为超市提供带本公司标识的圣诞树、灯塔等饰物；<span lang="EN-US">C</span>．消费者买本公司产品可得合作代金券<span lang="EN-US">--</span>可在该超市任一分店购买其他产品；<span lang="EN-US">D</span>．消费者在该超市购物满若干元送本公司礼品一份；<span lang="EN-US">E</span>．超市庆典或节日提供特价／免费饮料。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">7</span>、力推大包装<span lang="EN-US">(1.25L</span>、<span lang="EN-US">2L</span>产品<span lang="EN-US">)</span>，方便消费者全家共享；力推多支产品包装<span lang="EN-US">(</span>如半打包装、三联包、捆扎销售、礼品包等<span lang="EN-US">)</span>，可方便携带，又可促成扩张性消费<span lang="EN-US">(</span>家里放的越多，就喝得越多<span lang="EN-US">)</span>；制订多包装的促销价，鼓励消费者一次性购买多一点。 <span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 2.0;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">8</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">、人员推销：<span lang="EN-US">&nbsp;</span>以街道区域为单位划分<span lang="EN-US">50</span>个区域，每个区域内招聘<span lang="EN-US">100&nbsp;</span>名下岗女工，逐个冰点进行铺货。铺货目标<span lang="EN-US">3000</span>家冰点。<span lang="EN-US">&nbsp;<br/></span>　　<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">所有促销活动都可写成新闻稿，提供新闻媒体作报道。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><b><span style="FONT-SIZE: 13.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">五、消除脑疲劳，全身更轻松</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<b><span lang="EN-US">——</span>专访本公司总裁</b><span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　项目内容： 选定《<span lang="EN-US">××</span>都市报》刊登全版专题采访文章<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　项目目标设定：使市民详细了解<span lang="EN-US">A</span>产品的具体情况<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; mso-line-height-rule: exactly; mso-pagination: widow-orphan;"><b><span style="FONT-SIZE: 13.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">六、<span lang="EN-US">A</span>功能型饮料推广广告策略</span></b><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;"><p></p></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　项目内容：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　产品定位：由国家体育科研所研制出的含纯天然植物因子的<span lang="EN-US">A</span>天然动力系列保健饮品，主要分功能饮品和运动饮品两大类。功能饮品主要原料中的<span lang="EN-US">B</span>因子源于南美参果中的一种特殊物质，能有效调节神经系统，快速补充大脑所需营养，并能清理人体的循环系统，增强神经元的反应能力和反应速度。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　广告定位：消除脑疲劳，全身更轻松！<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　广告投放组合：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">1</span>、电视：有线电视台<span lang="EN-US">18</span>时<span lang="EN-US">—18</span>时<span lang="EN-US">30</span>分（<span lang="EN-US">15</span>秒<span lang="EN-US">/</span>天）　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span>无线电视台<span lang="EN-US">18</span>时<span lang="EN-US">30</span>分<span lang="EN-US">—19</span>时（<span lang="EN-US">15</span>秒<span lang="EN-US">/</span>天）　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">2</span>、报纸：<span lang="EN-US">××</span>晚报开辟专栏：脑疲劳与健脑功能饮料专栏系列文章<span lang="EN-US">20</span>篇（<span lang="EN-US">500</span>字<span lang="EN-US">/</span>篇）<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">××</span>时报、<span lang="EN-US">××</span>体育刊登广告（<span lang="EN-US">1/4</span>版套红<span lang="EN-US">1</span>次<span lang="EN-US">/3</span>天）<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">××</span>报特约专栏刊头（<span lang="EN-US">1</span>次<span lang="EN-US">/</span>天）<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">3</span>、路牌<span lang="EN-US">: </span>首选<span lang="EN-US">1</span>区、<span lang="EN-US">2</span>区、<span lang="EN-US">3</span>区主要道路（<span lang="EN-US">30</span>块）　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">4</span>、车体：主要在<span lang="EN-US">1</span>区、<span lang="EN-US">2</span>区、<span lang="EN-US">3</span>区主要线路（<span lang="EN-US">15</span>条）<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　【提示：脑疲劳与健脑功能饮料专栏系列文章，要避免仅仅几篇介绍公司和产品的文章，在报上反复用，结果让人看烦了的现象。力求不但口径统一，而且千变万化。具体设计如下一些软文：<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">1</span>、企业历史。企业从创立到现在的历程、故事，产品引进开发过程；　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">2</span>、企业规模。包括经营规模、科技人员与技术等企业发展状况；<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">3</span>、企业产品。从科学的角度论述产品的新价值。因为产品是推动社会进步的物质基础。社会的进步主要是通过产品来让人们感知的，从这个角度来认识产品，从中找出具有新闻性的东西。　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">4</span>、市场和行业地位。包括我们的市场影响力、行业领跑者地位等。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">5</span>、企业规划。包括公司制定的一段时间内的目标、战略发展方向、计划等。　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">6</span>、企业方法。包括企业文化、管理经营模式，也可以是独特的经营管理策略等。　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">7</span>、重点人物。包括公司的董事长、总经理等在公司发展中举足轻重的人。介绍他们的观点、故事、轶事以及一些简短的语言花絮。　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<span lang="EN-US">8</span>、活动。策划有特点、有影响力的活动以引起媒体的关注和报道。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　软文要坚持两点原则：　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　第一， 一定不能放在广告版，文章周围最好全是正文，最好是与企业所处行业有关的专刊、专版、专栏。<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　第二，文章撰写要无商业气息，严禁自卖自夸式的口吻，尽量回避易让消费者认为文章是广告的一切名词、图片和形式，如果不是特别需要，不要留下联系方式。软文不是广告，它要改变的是消费者的观念、认识，如果是营销方面的信息，完全可以在更具冲击力的广告中体现。　<span lang="EN-US">
                                <p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt 30pt; TEXT-INDENT: -30pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: -2.5;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">　　<b style="mso-bidi-font-weight: normal;">七、铺货时间安排<span lang="EN-US">&nbsp;</span></b><span lang="EN-US"><br/>1</span>、通过现有渠道在<span lang="EN-US">15</span>天内使产品能全面摆上<span lang="EN-US">1000</span>家以上<span lang="EN-US">A</span>类售点。<span lang="EN-US">&nbsp;<p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 30pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 2.5;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">2</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">、每个业务员负责一个区，<span lang="EN-US">5</span>天以内找出专业冰点批发客户，<span lang="EN-US">10</span>天以内发生业务关系，<span lang="EN-US">30</span>天以内协助客户进行冰点铺货。<span lang="EN-US">&nbsp;<p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt 29.9pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-para-margin-left: 2.85gd;"><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">3</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">、其他渠道在上述两项工作完成，安排专人负责。<span lang="EN-US">&nbsp;<br style="mso-special-character: line-break;"/><br style="mso-special-character: line-break;"/><p></p></span></span></p><p class="MsoNormal" align="left" style="MARGIN: 0cm 0cm 0pt 29.9pt; LINE-HEIGHT: 20pt; TEXT-ALIGN: left; mso-line-height-rule: exactly; mso-pagination: widow-orphan; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-para-margin-left: 2.85gd;"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-font-kerning: 0pt; mso-bidi-font-family: 宋体;">八、促销费用预算及利润平衡点<span lang="EN-US">&nbsp;<p></p></span></span></b></p><span lang="EN-US" style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">1</span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">、费用预算：<span lang="EN-US">&nbsp;<br/>●</span>媒介费用：<span lang="EN-US">X</span>万元<span lang="EN-US">&nbsp;<br/>●</span>促销产品折价<span lang="EN-US">X</span>万元<span lang="EN-US">&nbsp;<br/>●</span>合计：<span lang="EN-US">X</span>万元<span lang="EN-US">&nbsp;<br/>2</span>、利润平衡点分析：<span lang="EN-US">&nbsp;<br/></span>产品利润＝产品单位<span lang="EN-US">*</span>产品利率<span lang="EN-US">&nbsp;<br/></span>产品价格：<span lang="EN-US">X</span>元<span lang="EN-US">&nbsp;<br/></span>利润平衡点＝推广费用／（产品单价<span lang="EN-US">×</span>产品利率）<span lang="EN-US">×</span>产品单价＝<span lang="EN-US">Y</span>元<span lang="EN-US">&nbsp;<br/></span>即销售额达到<span lang="EN-US">Y</span>元时投入与产出平衡，之后产品吸收形成利润。<span lang="EN-US">&nbsp;</span></span>