关于“谷色谷香”的市场调研及营销策划

Market Investigation and Scheme on GuSeGuXiang

“谷色谷香”是新近推出的民族饮料品牌。出于对民族品牌的关心,文章以对比的方式,调研了“谷色谷香”的产品系列、产品定位、广告宣传及信息化网络建设等,通过同成熟饮料品牌的对比,分析了“谷色谷香”目前的优势和劣势;并在对其进行的营销策划中指出,“谷色谷香”作为新生品牌,欲在同成熟品牌的竞争中取胜,必须采用“求异”、“创新”的战略,即在使用传统营销手段的同时,必须注意新概念的炒作、新的广告形式和新的营销方式,同时,要特别注意产品的可持续协调发展。只有这样,“谷色谷香”才可能在同成熟品牌的竞争中获得生机,并逐渐发展壮大。

GuSeGuXiang is one new, national drinking brand. Based on contrast to the preponderant brands, GuSeGuXiang＇s product series, product situation, advertisement, and website building were investigated, and then its advantages and disadvantages were analyzed. In marketing scheme, as one new brand, GuSeG- uXiang must focus on ＂difference＂ and ＂innovation＂ so as to win the market. That is to employ new concept roasting, new way of advertisement, and new way of marketing besides traditional methods. At the same time, the continuous and harmonious development must be regarded. Only by this way, GuSeGuXiang can win the market and grow up to be one famous brand.