有关优洁优洁清毒剂的工作建议

有关优洁优洁清毒剂的工作建议 前 言 APEX率先在西南提出IMC，对自己以及业内提出了新的挑战，多年来，我们严格遵循着这样的思维方式和作业原则，并在众多成功案例中，总结出经验和教训，同时欣慰的发现我们的努力给客户带来了惊人的效益，于是我们不断检讨学习，以求更大进步。因为我们的目标是给客户提供有价值的策略和有创意的表现。 一、本次策划工作概述 1 根据重庆长寿制药厂的情况，我公司就“优洁清毒剂”产品整体策划、推广 工作，根据我们以往的实践经验和贵项目之具体情况，提交本次策划工作概 述。 2 本策划概述，分为四大工作部分: 产品及相关市场研究 整合营销策略及促销研究 品牌规划与推广策略 整体广告推广策略及实施计划 3 就“优洁消毒剂”产品的推广工作，我公司将成立专门的工作小组，以专案 工作组方式，深入细致地同贵公司一起，圆满完成任务。 二 我们的工作建议 当今市场的竞争，是品牌的竞争。长寿制药厂在为“优洁消毒剂”进行市场推广时，更应加注重整体营销推广的策略性，在营销推广过程中，注入品牌建立与推广的概念，为自己的企业和“优洁消毒剂”塑造良好的内部与外部形象，并借助产品的品牌形象规划、塑造、推广、提升，在更高层次上，开拓市场。 整合营销的市场推广过程，是从市场调研出发，确立目标市场与目标消费者，对产品之销售进行准确的定位，并制订行之有效的推广策略，围绕策略原则，latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 进行立体化的推广实施操作。 我们在贵公司的产品推广过程中，将按照以下工作过程进行工作。 市场调研 品牌定位 营销策略 立体推广 1、市场调研 定性、定量研究重庆市消毒剂产品概况、市场容量、市场主要特征及竞争状 况、并对消费者的消费心理、主要竞争品牌等作相关的研究。(市场调研的有 关内容，详见附件一:市场调查部分) 2、 品牌定位 根据市场调研的结果，我们将对贵厂的产品“优洁消毒剂”进行相关的SWOT (优势、劣势、机会点、问点)分析，然后再结合竞争品牌、产品本身特 点，进行有针对性的品牌定位，为后面的“优洁消毒剂”的上市策略提供相 关的依据。 3、 营销策略 在市场调研的基础上，根据消毒剂市场状况、结合“优洁消毒剂”产品特性 和前面的品牌定位，我们将为贵厂提供有建设性的营销策略， 4、 立体推广 根据整体营销策略，将为贵厂的“优洁消毒剂”产品上市场进行广告、促销、人员、公关等立体推广。以保证“优洁消毒剂”能够在抢占重庆市场。 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 三、阿佩克思所能提供的服务 APEX导入顾客满意系统和AGD负责制管理体系，以发现和挖掘消费者需求， 整合企业有效资源，籍由整合行销传播之理念，以“有价值的策略，有创意 的表现”服务客户: , APEX服务宗旨:为客户提供有价值的策略与有创意的表现 , APEX的核心力量是:为客户提供客观真实的市场资讯、有效的营销策略和 各种传播组合工具的运用。 , APEX提倡:为客户提供从产品/服务离开生产者到消费者/使用者手中的整 个过程期间的全部营销活动服务(全案服务)。 , APEX主要为客户提供的服务内容: 市场调研 企业与产品研究与定位 品牌策略(规划与管理) 整合营销策略(包括促销计划) 广告策略及实施计划 营业推广策略及执行 报纸广告创意设计、发布代理 影视广告创意、制作、发布 企业整体形象规划(包括:CI、MI、VI系统导入) 印刷品设计及制作 四 我们为“优洁消毒剂”规划的工作内容及收费(见附件二) latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 附件一: “优洁消毒剂”市场研究计划草案 一、研究背景 “优洁消毒剂”是德国高莱洁公司研制的新型消毒剂，主要用于医院(包括器械、病房、人员)、工业设备、餐饮器具的消毒。该产品现由重庆长寿制药厂负责中国市场的分装生产与销售。 重庆长寿制药厂计划先以重庆为工作试点，既而打开全国市场。所以对重庆市场“优洁消毒剂”的主要销售渠道及消费者的研究将成为制定营销战略规划的信息基础和决策依据。 阿佩克思致力于为顾客提供整合营销传播服务，我们有幸接受重庆长寿制药厂的邀请，审慎提出以下消毒剂市场的研究计划。 二、研究目的与内容 1、渠道和竞争对手研究: , 了解经销商及渠道对消毒剂的认识和需求 , 了解竞争对手的品牌结构及市场地位(包括直接产品和间接替代品) , 了解竞争对手的价格 , 了解竞争对手的渠道策略 , 了解竞争对手的营销策略 , 了解经销商及主要渠道采购者对“优洁消毒剂”的营销建议 2、消费者研究: , 了解消费者对不同品牌消毒剂的品牌认知情况 , 了解消费者选用消毒剂和洗涤剂的需求特征 , 了解消费者购买和使用消毒剂的习惯 (包括购买场所、购买频率、购买量、使用量及频率等) , 了解消费者对消毒剂的认知渠道 , 了解消费者购买消毒剂时的关注因素 , 了解消费者对价格、包装、颜色、气味等产品指标的偏好 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth , 了解消毒剂主要消费群的人口结构 (包括性别、年龄、文化程度、职业、收入等) , 了解消毒剂主要消费群的媒体消费特征 , 了解消毒剂主要消费群的生活形态 由此我们可以—— , 主要消费群的结构特征 , 主要消费群的消费习惯 , 了解产品主要消费渠道的需求程度 , 制定“优洁消毒剂”区域市场的营销计划 三、研究设计 1、研究:定量分析与定性分析结合的方式 2、研究区域:重庆市 、样本量: 3 消费者 经销商 医院 餐饮店 300 10 10 10 4、数据收集方法: , 消费者定性研究:小组座谈会 组别 消费者类型 年龄 收入 教育程度 使用消毒剂消费者50% G1 30-40岁 均匀分布 均匀分布 未用消毒剂消费者50% G2 医院/防疫人员 均匀分布 均匀分布 均匀分布 G3 餐饮行业人员 均匀分布 均匀分布 均匀分布 , 消费者定量研究:街头定点拦截访问 , 经销商定性研究:深度一对一访谈 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 四、时间计划 1、消费者定性研究:7天 2、消费者定量研究、经销商研究:12天 3、数据处理及统计出表:8天 4、综合分析:10天 合 计:37天 五、费用计划 项 目 费用(万) 0.1 1、方案设计 0.3 2、问卷设计/大纲设计 1.5 3、消费者定性研究 小组座谈5000元/场 1.8 4、消费者定量研究 60元/样本 0.6 5、渠道研究 200元/样本 0.8 6、数据统计及处理 1.8 7、综合分析报告 8、资料收集、口头报告 免费 合 计 6.9 以上方案是在阅读贵公司简单的产品介绍后制定，为了提高产品研究的有效性和针对性，我们渴望能迅速取得您们的回复，并与您们面对面地沟通。 阿佩克思市场研究部 2000.6.26 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 附件二: “优洁消毒剂”的工作内容及收费 1( 市场调研 重庆市场的调研(相关内容及规划详见附件一市场调研部分) 行业政策、法规研究 行业动态研究 目标市场容量及发展趋势 竞争机会点与问题点研究 消费研究 媒价研究 工作费用:69000元 2( 整合营销策略 定位: 目标市场定位 竞争定位 功能定位 营销策略: 整合营销总策略 特销售点策略 整合营销模式策略 整合营销诉求策略 产品策略 价格策略 分销策略 终端策略 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 品牌策略 品牌形象定位 品牌形象塑造策略 品牌市场推广理念 品牌导入策略 品牌成长策略 品牌提升策略 品牌维护策略 品牌管理与保护策略 广告策略: 广告母语 广告目标 广告原则 广告主题 广告组合策略 广告表现(创意) 广告执行策略 广告评估策略 促销战略: 促销手段 促销目标 促销规划(阶段性促销、节庆性促销) latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 媒体策略部分: 媒体分析 媒体组合策略 媒体选择 整合媒体投放计划 广告总预算 媒体分配 在以上策划工作完成后，我们将提交《整合营销策略报告》文本。 工作费用:人民币贰拾万元(200000元) 3( 产品包装设计 商标设计 15000元 包装设计 20000元 (包括瓶贴、销售纸盒、运输纸盒、使用说明书) ( SP、PR创意和实施 4 , 创意收费:按活动总费用的15%收取 , 执行收费:按活动总费用的15%收取 , 若将创意与执行均交由APEX代理，以上两项共收取活动总费用 的25%。 5( 平面创意及设计 , 海报:5000元/款 , 画册(/P):500元/P , 折页(16开3折页):1500元/款 , POP挂旗(/P)1000元/款 , DM单张(2P)1000元/款 , 灯箱:3000元/款 , 车体:2000元/款 , 挂幅:1000元/款 , 挂旗:1000元/款 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth 6( CF创意及制作 , CF制作:APEX负责创意与制作，收取成本费用的30%; , CF创意:APEX负责创意，收取制作费用的10%作为服务费。 7( 媒体发布 , 若甲方将媒体代理交给乙方代理(媒体策略、排期、发布、监测与效果评估)，则乙方收取媒介发布费用的12%，作为媒体代理费用，媒体策略、媒体排期、菲林、打稿等将免费服务; 8( 报纸设计广告: , 黑白整版 :3000元/款 , 黑白半版:1500元/款 , 黑白1/3版:1000元/款 , 黑白1/4版:800元/款 , 黑白1/6(通栏):500元/款 , 注:彩色版按黑白版的在此基础上加收10%。 9( 制版收费标准: , 普通菲林加打稿 单色 50元/P 四色 300元/P 10、 印刷收费标准: , 印刷品制作:APEX负责创意、设计与制作，在成本费用上加收30%作为服务费; , 印刷品创意:按平面创意与设计的收费标准执行; , 印刷品制作:在成本费用上加收10%作为服务费。 latest agricultural transformation of scientific research achievements in Dongping. Upgrading waste management, and increase the "eye in the sky project" social governance projects, promoting health care, environmental protection, people's livelihood, such as the transformation and application of scientific and technological achievements of energy saving, give full play to science and technology in the leading role of digital construction of Dongping, raise the level of social governance and human security. Second, raise the level of scientific talent and intelligence to play a supporting role 1, effectively enhance the people's sense of urgency and responsibility. Current human resources has become the most important strategic resources, talent has become a focus of competition between regions, and become the key factor to speed up development of a region. Who has the talent who will have competition. Who can put talent advantage into for technology advantage, and industry advantage, who on can won competition of initiative, XI General Secretary to United States access, with mission personnel list essential of is Ma, MA no in laboratory do research, a electric business mode, a Alibaba paid treasure, on for General Youth