《刘家竹园富硒鸡蛋营销策划方案》

《刘家竹园富硒鸡蛋营销策划》 营销策划案 题目: “刘家竹园富硒鸡蛋”营销策划方案 参赛队员姓名: 参 赛 院 校: 指 导 教 师: 联系方式: 企 业 名 称: 联系人姓名: 联系方式: 作品完成时间: Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 摘 要 绿色生态食品是一个有巨大潜力的市场～我国消费者的消费观念正在改变～越来越多的人开始注重养生～有远见的商家会看到～开拓生态食品市场～不仅能赢利于当前～更能通过生态产品的系统营销～发现消费者的需求并引导消费者消费——这是生态产品的制胜未来之道。 刘家竹园生态农业有限公司是我们学校的一个实习基地～在工学结合实习的过程中～遇到了企业开发富硒鸡蛋的项目。于是我们运用所学的营销理论知识～结合企业的实际情况～通过对刘家竹园富硒鸡蛋项目进行市场分析～制定出了刘家竹园富硒鸡蛋的营销策划方案。本策划方案的亮点:产品策划中紧贴当前消费者的需求特点和消费热点,进行价格策划时～我们抓住了消费者对于价格的判断～用贴近价值的价格打入市场,在渠道策划中～我们根据目标市场相同原则～积极开拓新渠道,在促销策划中～我们针对SWOT分析中我们的劣势～开展了有针对行的促销活动。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 目录 一、“刘家竹园富硒鸡蛋”营销策划背景介绍............................. 1 ,一,刘家竹园生态农业有限公司简介 .............................. 1 ,二,策划方案背景介绍 .......................................... 2 二、“刘家竹园富硒鸡蛋”营销策划分析................................. 3 ,一,企业的目标和任务 .......................................... 3 ,二,市场现状及竞争分析 ........................................ 3 ,三,“刘家竹园富硒鸡蛋” SWOT分析.............................. 4 三、“刘家竹园富硒鸡蛋”营销策划方案................................. 4 ,一,目标市场分析 .............................................. 5 ,二,产品策划 .................................................. 6 ,三,价格策划 .................................................. 6 ,四,渠道策划 .................................................. 7 ,五,上市推广策划 .............................................. 9 四、“刘家竹园富硒鸡蛋”策划方案预算及评估.......................... 13 ,一,预算 ..................................................... 13 ,二,产品上市评价标准及流程 ................................... 13附录............................................................... 14 参考文献...........................................错误:未定义签。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 一、“刘家竹园富硒鸡蛋”营销策划背景介绍 (一)刘家竹园生态农业有限公司简介 刘家竹园生态农业有限公司成立于2007年，注册资金为50万，随着公司的规模不断扩大，2010年准备增资200万。公司下设有刘家竹园鸡蛋专卖，刘家竹园餐饮、刘家竹园生态旅游基地。 刘家竹园生态农业有限公司 鸡蛋 餐饮 生态旅游 面馆 茶叶 酒店 鱼塘 水果 蔬菜 公司主营产品刘家竹园鸡蛋，在2008年通过绿色无公害产品的审批。鸡采用完全放养的方式，吃的是玉米、小麦、豆粕、蔬菜、竹园小虫，保证了鸡蛋的质量和营养，现在常武地区销售非常好。 同时刘家竹园生态农业有限公司发现现在市场上的面馆由于没有好的原材料，无法做出美味又健康的鸡汤面条，而刘家竹园有自然放养纯种小脚草鸡可以作面馆的上等原材料，所以2008年，他们通过投资“刘家竹园鸡汤面馆”切入 15家，最终可以餐饮行业。现在已有四家面馆营业，2010年可以达到10-形成刘家竹园鸡汤面馆加盟连锁店。刘家竹园不仅可以赚取加盟费，而且扩大了自己产品的分销渠道，同时面店剩余的泔水为鸡提供了天然食料。 基于刘家竹园鸡汤面馆的成功，积累了经验，刘家竹园生态农业有限公司开始在餐饮行业的扩张。同年，在湖塘新城南都开了首家“刘家竹园酒店”，酒店的特色产品鸡汤和炒鸡蛋受到广大市民的喜爱，平均每天客流量在300-500人次。 刘家竹园养殖基地位于溧阳社渚金山，占地1300亩，山上有竹林300多亩，风景秀丽。凭借自己经营酒店获取的经验，2009年刘家竹园生态农业有限公司 第1页 又在金山脚下建了占地2000平米的刘家竹园山庄，山庄配套设置了大小会议室、大小餐厅、标准间和商务套房，同时引进了野鱼塘、茶叶、绿色蔬菜等其他生态产品，构建了一个生态旅游山庄。游客可以在休闲娱乐中，见证刘家竹园鸡蛋的生产过程。 鸡蛋 鸡汤面馆 酒店 从上我们可以看到，刘家竹园生态农业有限公司步步为营，逐步扩展经营项目，构成了一个完整的生物链，奠定了公司的成功基础。可以说是一枚小鸡蛋成就了一个企业的大发展。 (二)策划方案背景介绍 随着物质文明程度的提高，健康逐渐成为人们购物及消费首先考虑的因素，与此同时，随着环境保护意识逐步加强，消费者的生态观念越来越强烈，希望所消费的产品和服务能与人类自身的生存环境协调一致，有利于人类社会的可持续发展。总结现在消费者的消费观念:崇尚自然，追求健康，注重环保。这些观念的出现，为绿色食品市场的发展提供了契机。 进入新的世纪，我国的绿色食品市场有了很大的发展，但是其发展工艺和速度与发达国家的发展进程相比还有很大的距离。究其原因，除了消费者消费观念相对落后;更多的是企业生产经营的观念滞后，绿色食品发展的导向存在一定的偏差。在我国绿色食品行业的发展还是消费者消费观念主导企业生产经营，而不是企业引领消费者消费观念提升。所以，新的消费热点一出现，很多企业蜂拥而Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 上，竞争非常激烈。 刘家竹园生态农业有限公司现在就处于这样一个行业发展状况中，由于消费者对于草鸡蛋的需求扩大，现在养殖草鸡的企业越来越多，一些农户也在养殖草鸡，从整个行业发展趋势分析来看，未来5-10年行业必定会引来很多竞争者的涉足，从而竞争加剧。如何应对未来的激烈竞争，如何能够在竞争中保持取胜，企业领导者也在思考。最终，企业吸取了保健品企业的发展思路，抓住企业引领消费者观念提升的主线，通过开发新产品，走在行业发展的前端，避开低端的竞争。 企业注意到，现在硒这种微量元素对健康的作用引起了人们的重视。通过调查发现，我国72%以上的土壤为缺硒地区，尤其是在长江三角洲、珠江三角洲等地区，因此现在含硒的保健品越来越多，越来越受欢迎。那么，我们能不能让我们的鸡蛋也富含硒这种元素呢,通过食用富硒鸡蛋来给人体补充有机硒，变药补为食补，既经济又安全，市场潜力很大。刘家竹园生态农业有限公司迅速与中国科技大学合作开发富硒鸡蛋。由于刘家竹园生态农业有限公司是我校的实习基地，企业策划此项目时，我们正在实习，所以我们为“刘家竹园富硒鸡蛋” 做了一个营销策划的方案，旨在运用我们所学的专业知识，更好的帮助企业完成此项目。 二、“刘家竹园富硒鸡蛋”营销策划分析 (一)企业的目标和任务 刘家竹园生态农业有限公司是常州地区规模最大的草鸡养殖基地，企业一直以来致力于为常州人民提供绿色的高质量的鸡蛋，希望把绿色食品变成大众能够消费得起的健康食品。 (二)市场现状及竞争分析 通过调查我们知道，现在的消费者对于绿色健康食品的需求越来越大，未来绿色食品市场机会很大。 现在市场上经营草鸡蛋的商家很多，但是他们大多没有自己的生产基地，而是从农户那里收购再贴牌出售的。虽然也为草鸡蛋，但其质量是难以保证的。而且这类企业规模相对比较小，新产品的研发能力也比较弱，威胁不大。 我国大部分地区都缺硒，尤其是在长江三角洲、珠江三角洲、华北、东北等 第3页 地区，因此现在含硒的保健品越来越多，越来越受欢迎，如北大富硒康。但是人们对药补有一定的抵触心理，尤其是孕妇这一类饮食需谨慎的人群，就更不愿意用药补，所以人们更愿意通过食物来补充营养。 通过以上分析，我们存在较多的竞争者，但是由于其生产并未形成规模，和产品本身存在缺陷，我们的产品占据优势，因此竞争并不激烈。 (三)“刘家竹园富硒鸡蛋” SWOT分析 优势弱点 1、品牌知名度不高 1、企业实力雄厚，规模较大 2、产品成本较高 2、养殖基地先天条件好 3、产品单一 3、销售人员能力强 4、产品品质难以鉴别 4、销售渠道广泛 5、技术力量不足 机会威胁 1、养殖草鸡企业增多，竞争加剧 1、高品质的生活方式是未来趋势 2、间接竞争则较多 2、人们对绿色食品需求越来越大 3、绿色消费意识还比较淡漠 3、消费者越来越关注健康 4、中国人民普遍收入较低 通过分析，我们发现绿色食品市场机会很大，相对威胁较小;而且刘家竹园生态农业有限公司在同类型企业中占据一定的优势，对于自身的弱点，可以通过与其他企业合作或者通过一定的营销手段来转化。 三、“刘家竹园富硒鸡蛋”营销策划方案 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. (一)目标市场分析 基于该项目特征，结合本产品市场定位原则，将常州市场的目标客户锁定如下: 总体目标客户:所有对生态产品有需求的人群 主力目标客户:在常州尤其是具有一定的消费能力和经济能力的高中档人群，这部分群体是我们的主力顾客。 辅助目标客户:年轻的工薪阶层、高级工作者，中层工作者、儿童、孕妇、老年人。 1、目标客户需求分析 消费者是市场的主导者，现代人们的消费观念是:崇尚自然，追求健康，注重环保，保持食品的可持续发展。能够买到健康绿色食品是现代人们所追求的。同时消费者也越来越注重体验生态旅游的乐趣，让自己的孩子体验一下劳动的快乐，享受农家乐带来的惬意。 2、主力目标客户特征分析 刘家竹园富硒鸡蛋的目标客户群，需要分析购买行为的影响因素 受教育程度:健康、环保的概念是20世纪末21世纪初出现的新的消费潮流，体现的是与众多新知识、新技术、新思想相伴随热兴起的新的消费概念。受教育程度高的消费者能够比较自觉的了解有关信息并很快的接受新观念并付之于行为。受教育程度低的消费者需要一个较长的过程。 收入:收入高对价格不敏感的消费者有可能成为主要目标顾客。 家庭结构:以3口和4口之家为主 收入结构:以月收入5000元的消费者为主 这批人普通在30岁后完成了原始财富的积累过程，将在长期内处于事业成熟期，并形成了与众不同的生活习惯，已经开始享受生活。他们属于社会上较富裕的一族，有稳定的社会收入，生活阅历丰富，见多识广，视野开阔，具有一定的消费观念，对文化认同与敬慕，钟情于纯自然背景和高品质的食品，追求“珍 第5页 品化生活”，追求独特的文化品位，注重高质量休闲健康的生活方式;日常交际，应酬比较多，经常出入高中档消费场所，如星级酒店、俱乐部、高档会所等。 (二)产品策划 现代消费者的消费观念:崇尚自然，追求健康，注重环保，保持食品的可持续发展。刘家竹园生态农业有限公司看到这是人们未来追求的发展趋势，为了更好的满足顾客需求，争取更多的市场份额。刘家竹园生态农业有限公司准备开发新产品，了解到我国72%以上的土壤缺硒，消费者开始关注硒这种微量元素的补充，而市场上补硒产品绝大多是都是保健品，由于保健品存在负面影响，消费者对药补还是有一定的抵触心理，更信赖食补，所以企业决定开发富硒鸡蛋，消费者通过食用富硒鸡蛋来给人体补充有机硒，变药补为食补，减少消费者的抵触心理，而且比保健品更经济。 由于自身的研发能力不强，刘家竹园生态农业有限公司可以与有关的科研机构合作，共同研发富硒鸡蛋，以填补市场空缺。刘家竹园生态农业有限公司最终 中国科技大学合作研发，并且研发成功，富硒鸡蛋将在4月份上市。鸡仍决定与 然采用放养的方式，竹林、空气和绿地，每天日照都在8小时以上，给鸡创造了良好的生长环境。每日从山上到山下奔跑嬉戏，使鸡更健康的生长。鸡食用的玉米、豆粕、小麦、蔬菜，竹园小虫并且饮用山泉水。我们采用纳米技术，让鸡通过觅食来摄取硒元素。鸡成长到180天左右自然产蛋，每周只有2-3枚蛋，每100克鸡蛋中含有40-50毫克硒元素。鸡蛋的营养成分是普通鸡蛋的几倍并且富含硒。现在处于投入期，如何做好富硒鸡蛋的上市推广对企业来说非常的重要。 (三)价格策划 1、现代人对价格的判断标准 随着消费群体的逐渐成熟，消费观念也日趋理性，体现在价值观上的问题就是价格向价值回归，人们对价格的判断不再凭感觉，而是与价值的对比，这样为本产品的定价提供了依据，我们的价格要向价值靠拢。 2、刘家竹园富硒鸡蛋能给顾客带来的价值 刘家竹园富硒鸡蛋现在在常州市场上是独一无二的， 刘家竹园富硒鸡蛋高蛋白，低脂肪，还能补充硒元素，是老少皆宜的美味食品，也是馈赠亲友的好礼物。这是支持高价格的保证，也将成为其高价格的有力支持点，我们的产品在该地区具有唯一性，并具有强有力的竞争优势，所以我们的产品价值大于价格。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 这其实是生活方式的集中体现，作为刘家竹园富硒鸡蛋的目标消费群，他们对生活的要求就是时尚，健康，那就是能够吃到纯天然的绿色食品，我们的鸡蛋能满足顾客的需要。刘家竹园富硒鸡蛋属于绿色无公害农产品，可以让消费者买的放心吃的健康。 3、用体现价值的价格打入市场 通过上述分析，我们认为在高开低走或者是低开高走的价格策略都存在一定风险性的情况下，我们建议实行统一价格策略，也就是说，我们刘家竹园的富硒鸡蛋的价格是依据所提供的价值制定的，不会随着供求关系的改变而改变。刘家竹园富硒鸡蛋提供给消费者的营养是唯一的，所以是健康象征的唯一，唯一价格——不仅是价格的唯一，更是健康象征的唯一。 我们刘家竹园富硒鸡蛋，目前在常州市场的竞争还不激烈，我们可以抓住机会，提高市场占有率，争取最大限度的市场份额。利用合理的价格打入市场，增长销售量，赢得更多消费者的青睐，提高企业知名度。 综上所述，我们通过成本、产值的比例，我们制定出价格如下: 小盒:8枚，36元。 中盒:16枚，68元。 大盒:40枚，168元。 (四)渠道策划 刘家竹园富硒鸡蛋 直接销售 间接销售 刘 生家态 竹常中集网基各州石园 团上地大药鸡土化客订直超特加店蛋 户购 接市 专产油销第7页 店站卖 售 店 1、直接销售 (1)、生态基地直销:参观刘家竹园生态基地，并亲自到竹园里捡鸡蛋，把客户捡到的鸡蛋帮助他们装盒，进行现场销售，周边地区的客户也可以直接去生态基地购买鸡蛋。 (2)、集团客户:这部分客户比较集中，刘家竹园生态农业有限公司的销售人员直接向大型客户推销。如:中天钢铁是常州比较大的企业，拥有员工数万民，购买刘家竹园富硒鸡蛋作为福利进行发放，这样保证了稳定的客户群体，可以保持长期的供应关系。 (3)、刘家竹园鸡蛋常州专卖店:树立企业品牌形象，信誉度高，使顾客有安全感。 (4)、网上订购:随着互联网的普及，人们的购买方式发生了改变，越来越多的消费者喜欢网上订购。我们刘家竹园生态农业有限公司为了使消费者可以更方便的了解并购买本公司的产品，消费者可以直接在网上订购刘家竹园的产品。 2、间接渠道 (1)、各大超市:超市人流量大，购物品种齐全，是顾客购物的主要场所。超市是大众化的场所，接触面广，为以后刘家竹园鸡蛋的普及做铺垫。目前我们刘家竹园鸡蛋在常州37家超市进行销售，是顾客可以放心快捷地购买到我们刘家竹园鸡蛋。 (2)、土特产店:常州处于长江三角洲，是一个经济发达的地区，人口流动性强，旅游业发展得很好，外来人口也购买土特产，刘家竹园鸡蛋在常州是市场主导者，将其作为土特产销售，以扩大知名度，树立企业品牌形象，以带动周边地区购买。 3、新渠道 我们已有完善的老渠道，在推出富硒鸡蛋以后，我们在原有的渠道上开拓了两条新渠道，中石化加油站和各大药店。 (1)、加油站:加油站是一个特殊的销售渠道，目标顾客针对性强。加油站的目标顾客和我们刘家竹园鸡蛋的目标顾客具有一致性，对刘家竹园鸡蛋具有一定的消费能力，消费意识比较高;所以我们刘家竹园生态公司选择在加油站销售，便于我们更好地锁定目标顾客，省去企业的配送环节。 (2)、药店销售:消费者对药店出售的东西比较信任，刘家竹园鸡蛋经农业部农产品质量安全中心认证，放在药店销售，增加可信度。富硒鸡蛋能给孕妇更多的营养，放在药店销售，可以让孕妇这种特殊人群买的更放心。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. (五)上市推广策划 1、密集的人员推销 面对面的交流，是人与人之间最直接、最有效的沟通方式。我们“刘家竹园”生态有限公司利用人员推销可以直接和顾客接触，把信息传递给顾客，并能及时的反馈顾客信息，我们可以根据顾客的反映做出相应的决策。人员推销的主要目标客户是集团客户。 2、广告媒体的选择与投放 广告媒体在当今社会中起着至关重要的作用，所以在做营业推广的时候我们必须要借助各种媒体的综合实力，以提高人们对刘家竹园的认知度。 根据调研明，常州消费者平时接触最多、最信赖的广告形式有电视广告、报纸广告、互联网广告、户外广告和短信广告。所以我们在进行广告媒体选择的时候可以优先选择电视、报纸、互联网和广播这几种广告媒体。 (1)电视广告的投放 通过上表可以看出:电视广告毋庸置疑是平时人们接触最多也最信任的媒体，所以在电视上投放广告的效果是可以预计的。据进一步研究，我们选择常州四个频道做不定期的循环播放。 (2)报纸广告的选择与投放 市民对报纸的熟悉程度 有54.73%的受访者偏好《扬子晚报》，如果在《扬子晚报》投放广告能获得较大的覆盖面。而排在第二梯队的分别为《现代快报》、《常州晚报》《常州日报》，受欢迎度在15%左右。 第9页 报纸广告的宣传作用也是不容小觑的，所以利用好报纸媒体也会对我们刘家竹园的营销推广活动起到推波助澜的作用。常州日报是我们投放广告的首选，具体原因有两点:首先，常州日报在常州市民中的熟悉度居于前三位，有较高的到达率;其次，常州日报是常州本地的政治性刊物，一般中小企业都会订阅，而我们刘家竹园的目标客户中有一部分是中小企业的私营业主，所以选常州日报会使更多的目标客户接触到我们的广告。另外我们还在常州晚报上进行了刊登，这样可以让更多的潜在客户知道我们的产品。 (3)广播广告 我们刘家竹园鸡蛋采用广播广告进行宣传，广播广告地理选择性好，成本低。在常州交通电台进行播放，在出租车上播放宣传面更加广泛。“刘家竹园鸡，三天一个蛋”，让消费者容易记忆，并产生好奇心。 (4)互联网广告 调查表明，互联网在人们的日常生活中所起的作用越来越广，所以互联网成为我们在虚拟的环境中展示产品特色的利器。我们刘家竹园在互联网上建立自己的门户网站(网址:http//www.ljzy.net)，把刘家竹园鸡的最新产品信息，新闻信息，活动信息发布到网上，使顾客可以及时知道。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 3、营业推广活动 (1)刘家竹园亲子游 为了让龙城市民能够见证刘家竹园的成长以及让市民能够重返大自然，感受大自然的气息，刘家竹园专门举办了刘家竹园生态基地亲子游活动。让小朋友们在家长的陪护下，享受刘家竹园免费亲子游活动。 整个活动家长和孩子可以体验到捡鸡蛋，挖竹笋，采茶叶等乐趣。还可以了 的生产过程。家长和孩子捡的鸡蛋，采的茶叶可以在现场包装，解到刘家竹园鸡蛋 并出售给家长。 希望通过这个活动能够开阔孩子们的眼界，也让家长们互相交流育儿的经验，最重要的是增进家长和孩子之间的感情。 活动具体安排: 复印1000份DM单，将DM单发放到阳光、怀德等幼儿园，由小孩带DM单给家长看，家长有疑问可以打我们的咨询电话:86985017。同意参加的家长在DM单上签字，参加的人数由各个幼儿园统计好，告知本公司，以便公司做出相应的安排。 活动期间，会在活动现在悬挂热气球和挂横幅，横幅内容“欢迎各位家长和小朋友光临刘家竹园”、“刘家竹园让您回归大自然”、“祝您刘家竹园体验之旅愉快”，以烘托活动气氛。 为了方便辨别参加活动的小朋友和家长，我们会发放印有刘家竹园标志的贴纸。 第11页 活动期间，午餐由本公司提供。午餐每桌价值300元，八菜一汤，全是我们刘家竹园的生态产品。 活动期间，公司会安排工作人员接待。 活动经费预算: 1、DM单:1000份 1000*0.05=50元 2、横幅:3条 3*10*5=150元 3、热气球:3个 3*150=450元 4、贴纸:800个 0.25*800=200元 5、人员费用:10人 10*3*50=1500元 费用合计:2350元 (2)刘家竹园会员卡 A、会员贴心卡:原价768元，现价690元(6箱) (a)购卡会员可享受刘家竹园富硒鸡蛋9折优惠。 B、全家福:原价1920元，现价1630元(15箱) (a)本卡会员享受富硒鸡蛋8.5折优惠。 (b)刘家竹园酒店用餐9.5折优惠，(海、河鲜、野味，酒水饮品不打折)。赠送刘家竹园养生炒蛋一份。 c)优供刘家竹园生鲜鸡12只/一年。(80元/只) ( (d)每年优供初生蛋1箱。 C、金卡:原价3584元，现价2688元(28箱) (a)享受富硒鸡蛋7.5折优惠。 (b)刘家竹园酒店用餐9.5折优惠，(海、河鲜、野味，酒水饮品不打折)。赠送刘家竹园养生炒蛋一份。 (c)优供刘家竹园生鲜鸡20只/一年(80元/只) (d)每年优供初生蛋2箱。 (e)每年免费喝新鲜鹿血一次，限量供应鲜割鹿茸壹斤七折(2800元)。 (f)每年优供新茶，享受批发价。 (g)金卡会员家庭每年刘家竹园免费游一次(3~5人)。 Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 四、“刘家竹园富硒鸡蛋”策划方案预算及评估 (一)预算 1、产品开发投入:与中国科技大学合作的投入，预期投入10万元。 2、拓展分销渠道的投入:在中石化加油站和各大药店预计投入1万元 3、推广方案的投入: (1)“亲子游”每次费用预算5350元 (2)会员卡让利: A、会员贴心卡:78元 B、全家福:1408元 C、金卡:3182元 (二)产品上市评价标准及流程 我们刘家竹园富硒鸡蛋准备在4月份上市，预计5月份销售额为6万，6月份销售额为6万，7月份销售额为6万，8月份销售额为7万，9月份销售额为7万。十月份销售额为7.5万，十一月份销售额为7.5万，十二月份销售额为8万。我们进行半年的试销。若试销效果好，就全面上市;若试销效果不理想，我们通过客户满意度测评，再对方案进行调整。 在试销过程中，我们会通过人员推销，以及多条渠道来销售我们的产品，期间还会举办多个促销活动。 销售预测图 10 8 6 4销售额 2 0 56789101112 月份 第13页 附录 刘家竹园富硒鸡蛋上市调查问卷 问卷编码____ 您好，我是刘家竹园生态农业有限公司的访问员，我们为了了解富硒鸡蛋新上市的相关信息，想打扰您几分钟，请教您几个简单的问题，一切资料对外绝对保密且不单独向外发表，谢谢您的帮忙! 姓名______ 年龄_______ 职业_______ 1、 请问您是否经常吃鸡蛋, A是 B 否 2、 请问您喜欢吃哪一种蛋, A 普通鸡蛋 B 草鸡蛋 C 富硒鸡蛋 3、请问您每天吃几个蛋, A 不到一个 B 一个 C两个 D 三个以上 4、您一般通过什么渠道购买鸡蛋,(可多选) A 超市 B 菜市场 C 加油站 D 药店 E 上门推销的 F 土特产店 5、.请问您是否知道人体应有必需的胆固醇，每人每天吃两个至四个鸡蛋，对身体绝对有益无害的? A 是 B 否 6、请问您是否注重鸡蛋的品牌, A 很注重 B 一般 C 不在意 7、您是否听说过刘家竹园鸡蛋, A 是 B 否 8、您是否听说过富硒鸡蛋, A 是 B 否 9、如果要补硒，您会通过药补还是食补, A 药补 B 食补 10、如果您曾经购买过刘家竹园鸡蛋，请问您有何评价及建议, 调查员________ Opinions and suggestions on the party's mass line educational practiceAccording to the central and provincial, municipal unified deployment, according to municipal Party committee "about carrying out the party's mass line educational practice activity in the city's implementation opinions, the spirit of the party's mass line educational practice activities from 20** in January to 99 months, carried out at all levels of departments and directly affiliated institutions and grass-roots party organizations. According to my actual County, the county to carry out the education practice put forward the following implementation opinions.First, the overall requirementsCounty county education practice to the eighteen Party of eight, the spirit of the the third Plenary Session of the 18th CPC Central Committee as the guidance, conscientiously implement the spirit of general secretary Xi Jinping book series of important speech, earnestly implement the Central Committee really, opinions and advice > < < >, < party implementing the guiding ideology of opinions to determine the objectives and requirements, step method, in accordance with the "" look in the mirror, dress up, wash bath, cure treatment, the general requirements of "for the people pragmatic honest people as the theme, in carrying forward the spirit of Zhuanglang Zhuang, improve their work style, service to the masses of the people, the foundation of consolidating grassroots, promote transformation across efforts, to further implement the central eight regulations and < The opposition party and government austerity waste regulations "," double section "provincial regulations, municipal provisions of the" twelve "plan and the implementation measures for < on improving the work style of close ties with the masses law, highlight style building, carry out the whole wind spirit, resolutely oppose formalism, bureaucracy, hedonism and wasteful extravagance to solve the problems, Party members and cadres of the style and the masses of people strong, the Ministry of Party members and cadres to further improve their thinking and understanding, to further change the style of the wind, the masses to close, honest and pragmatic people honest image to further establish the foundation to further reinforce the basic level. Style of the building of the new results to promote the construction of a powerful force of the county and the ecological culture of the county and county construction.In educational practice activities of the unit is mainly: the county and below county departments under the organs, enterprises and institutions directly under the township, street, and community, village, non-public economic organizations, social organizations and other grass-roots organizations. Agencies and branches, each single unit, follow the rules on internal institutions. Educational practice with step by step.To adhere to the county leadership, leadership and leading cadres to focus on outstanding catch to directly contact the service of the masses of law supervision departments and window units, service industry, educational practice, pay attention to grasp the heavy towns, streets and villages, community education activities and the masses of grassroots groups in close contact to strengthen, and the majority of Party members, cadres and the mass line line Marx doctrine view of the masses and the party's education.Always speak seriously as a basic attitude, adhere to positive education, to carry out criticism and self criticism group, adhere to the pragmatic, more emphasis on leadership, pay more attention to the layers of the demonstration, more focus on the four winds, solve the problem, pay more attention to open the door, the participation of the masses, pay more attention to the classification guidance. Orderly, pay more attention to the cooperation and cohesion driven, more strict requirements on injection, really supervision practice, ensure education practice is not empty is not empty is not partial, not as a mere formality.Two, the key point of the taskThe main task of the county's education practice is to seize against "four wind" this focus on centralized solve outstanding problems asked County, township leadership and leading cadres of the four winds, the disadvantages of the style, scale behavior to a large scale investigation, overhaul, cleaning greatly. At the same time, respond to the concerns of the masses, safeguard the interests of the masses, pay attention to solve practical problems, solve the people around the unwholesome tendencies especially on eat, take the card, Yong lazy luxury, extravagance and waste fees, privileges and other issues, timely and effective, without any discount to solve, to improve the style of real implementation of the requirements of real to the grassroots, real let group Benefit the public.(a) focus on solving the "four winds" outstanding issuesThe central and provincial requirements, the county leadership and leading cadres of key performance concept is not correct, do not dare to play, to engage in "image project", "political project", a leadership guide, a set of ideas, orders and prohibitions, and a policy, there are countermeasures county. The units directly under the heavy focus on solving Yung lazy drag, buck passing skin, work is not implemented, the service is not active. The dynamic problem of law enforcement and supervision departments and window units, service industry mainly solve the door hard, ugly face, something difficult, and arbitrary charges, fines, levies, and breach of privilege, chinakayao, not the problem of law. The township, street The collar of leading bodies and leading cadres to solve key does nottheir own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 参考文献 1、市场营销学(李岩～黄业峰(科学出版社(2006年8月第一版( 2、营销策划实务.高南林.北京交通大学出版社.2009年6月. 3、商品学.汪永太.电子工业出版社.2007年1月. 4、营销策划(理论与技艺(张丁卫东(电子工业出版社(2007年1月( 5、营销策划案例分析(邓镝(机械工业出版社(2007年9月( 6、现代企业管理.李鹰,唐德新.冶金工业出版社.2007年6月. 7、分销渠道设计与管理.居长志,郭湘如.中国经济出版社.2008年6月. 8、消费者行为学. 张理. 清华大学出版社. 2008 年9月 9、 统计学基础.于声涛.对外经济贸易大学出版社,2005年2月 10、 客户管理.南兆旭.广东经济出版社.2004年2月 第15页