摘要:維維奶茶于2011 年12 月推出， 在江蘇、山東、安徽等市場應勢上市?？墒撬纳鲜兴坪躏@得過于低調，沒有太多的宣傳、沒有太張揚的上市鋪墊，所以導致維維奶茶品牌知名度極低，市場占有率較低。所以本次策劃的主要任務是以江蘇地區為主要市場推廣維維奶茶，提高其市場知名度，提升品牌影響力。通過前期市場調查與二手資料的收集分析，深入了解維維集團旗下各品類已經形成的優勢以及存在的劣勢。我們為維維奶茶做出獨特的品牌定位，它是健康并且充滿愛的產品，在電視、網絡、微博等媒介全方位宣傳維維奶茶。最終使得維維奶茶形象的知名度與美譽度在江蘇地區市場得到提升，并由江蘇地區走向全國市場，逐步擴大銷售范圍，增加銷售額。
關鍵詞 維維奶茶；市場調研；品牌形象；營銷策略
Abstract:The VV tea was launched in December 2011, the situation in Jiangsu, Shandong, Anhui and other supermarkets listed. But it listed seem too low-key, there is not much publicity, there is no too assertive listed pave the way, so there is a problem, VV tea brand has not been widely publicized, the share is lower, so the planning The task is to promote VV tea in the Jiangsu region. Pre-market research and secondary data collection, analysis, in-depth understanding of the advantages and disadvantage of VV Group's category has been formed. VV tea made unique brand positioning, it is a healthy and loving products on television, network, outdoor all-round promotion VV tea. Ultimately makes the reputation and the reputation of the image of VV tea market in the Jiangsu region would be enhanced by the Jiangsu Province to the national market, and gradually expand the scope of sales, and increase sales.
Keywords VV tea Market Survey Brand Image Marketing Strategy
