First, the market research plan
1, research purpose
2. Research time
3. Research field
4. Research methods
4. 1 stratified sampling method
4.2 Quantitative analysis+qualitative analysis
5. Form of investigation
5. 1 street visit
5.2 Point of sale visit
5.3 Point of sale inspection
6. Research object
6. 1 regional market
6.2 Consumers
6.3 competitors
7. Research content
8. Research budget
Second, the industry market environment analysis
1, analysis of national market situation
2. Analysis of the development trend of the national market.
3. Overall analysis of target market
4. Factors affecting market volatility
4. 1 seasonal factors
4.2 Geographical factors
4.3 Policy factors
Third, the target market analysis
1, target market size and potential evaluation
2. The current situation of the target market
3. The main sales channels of the target market
4, the composition and segmentation of the target market
5. Distribution rate of competitive products
6. Market share of competitive products
7. Consumers name the brand with the highest purchase rate.
8. Brand with the highest mention rate
9. Brand with the highest promotion rate
Fourth, the analysis of competing products
1, the main competitor
2. Potential competitors
3. Quality analysis of competitive products
4. Price analysis of competitive products
5, competing product packaging analysis
6. Competitive product channel analysis
7. Competitive advertising analysis
7. 1 advertising investment
7.2 Media Selection
7.3 Focus of appeal
7.4 Expression form
8. Competitive product promotion analysis
8. 1 promotion means
8.2 Promotion work
Verb (abbreviation of verb) consumer analysis
1, consumer description
2. Analysis of consumers' buying habits
3, consumer demand point analysis
4. Analysis of consumer concerns
5. Consumer psychology
6, the first purchase motivation analysis
7, consumer brand loyalty analysis
8. Consumers' impressions and attitudes towards this product.
9. Consumers' attitude towards advertising
10, consumer's attitude towards promotion
1 1. Consumer's attitude towards the place of purchase.
Six, brand analysis
1, Analysis of Enterprise Management Status
2. Analyze the development strategy and operation strategy of the current brand.
3. Brand awareness and reputation
4. Study the market status and thinking of this brand.
5. The position of this product in the industry
6. Comparison of positioning strategies between the brand and competitors.
7. Problems and shortcomings of brand building
8, product analysis
8. 1 product category analysis
8.2 Product name analysis
8.3 Analysis of product characteristics
8.4 Product Selling Point Analysis
8.5 Product Price Analysis
8.6 product channel analysis
8.7 Product Promotion Analysis
8.8 product promotion and analysis
9, brand SWOT analysis
9. 1 brand advantage
9.2 Brand disadvantage
9.3 Brand Opportunities
9.4 Brand threats
9.5 Reference System
Seven. Strategic design
1, brand strategic objectives
2. Short-term, medium-term and long-term development direction
3. Short-term, medium-term and long-term development models
Eight, brand planning
1, brand core value positioning
2, brand culture positioning
3. Brand image positioning
4, brand consumer group positioning
5, the brand's main competitors positioning
6. Brand development strategy
7. Market objectives
8. Product strategy
8. 1 product selling point refining
8.2 product segmentation strategy
8.3 product development strategy
9. Pricing strategy
10, competitive strategy
1 1, marketing strategy
Nine, brand building
1, image building
1. 1 brand cultural image packaging scheme
1.2 brand visual image packaging scheme
2. Channel construction
2. 1 Channel design scheme
2.2 Channel expansion plan
2.3 Channel Promotion Scheme
2.4 Channel Management Scheme
3. Terminal construction
3. 1 terminal promotion scheme
3.2 terminal beautification scheme
3.3 Wharf Management Scheme
4. Brand communication
4. 1 Media contact and media habits of target audience
4.2 The purpose of communication
4.3 communication strategy
4.4 Appeal Focus and Advertising Interest Point
4.5 communication form
4.6 Communication style and tone
4.7 Media
4.8 Media Execution Time
4.9 Media Scheduling
4. 10 TV advertising script
4. 1 1 newspaper advertising copy and design
4. 12 radio advertising copy
4. 13 Advertising Creation in Other Media
4. 14 communication cost ratio
5. Sales integration
5. 1 Sales Staff Incentive Scheme
5.2 Sales Staff Management Scheme
5.3 Public Relations Activity Plan
5.4 Activity Marketing Plan
X. Brand maintenance
XI。 Effect monitoring
1, monitoring project
1. 1 brand awareness
1.2 brand reputation
1.3 brand sales
1.4 Consumer brand impression
2. Monitoring method
2. 1 questionnaire survey
2.2 Interview survey
2.3 telephone survey
2.4 Network survey