摘要:维维奶茶于2011 年12 月推出， 在江苏、山东、安徽等市场应势上市。可是它的上市似乎显得过于低调，没有太多的宣传、没有太张扬的上市铺垫，所以导致维维奶茶品牌知名度极低，市场占有率较低。所以本次策划的主要任务是以江苏地区为主要市场推广维维奶茶，提高其市场知名度，提升品牌影响力。通过前期市场调查与二手资料的收集分析，深入了解维维集团旗下各品类已经形成的优势以及存在的劣势。我们为维维奶茶做出独特的品牌定位，它是健康并且充满爱的产品，在电视、网络、微博等媒介全方位宣传维维奶茶。最终使得维维奶茶形象的知名度与美誉度在江苏地区市场得到提升，并由江苏地区走向全国市场，逐步扩大销售范围，增加销售额。

关键词 维维奶茶；市场调研；品牌形象；营销策略

Abstract:The VV tea was launched in December 2011, the situation in Jiangsu, Shandong, Anhui and other supermarkets listed. But it listed seem too low-key, there is not much publicity, there is no too assertive listed pave the way, so there is a problem, VV tea brand has not been widely publicized, the share is lower, so the planning The task is to promote VV tea in the Jiangsu region. Pre-market research and secondary data collection, analysis, in-depth understanding of the advantages and disadvantage of VV Group's category has been formed. VV tea made unique brand positioning, it is a healthy and loving products on television, network, outdoor all-round promotion VV tea. Ultimately makes the reputation and the reputation of the image of VV tea market in the Jiangsu region would be enhanced by the Jiangsu Province to the national market, and gradually expand the scope of sales, and increase sales.

Keywords VV tea Market Survey Brand Image Marketing Strategy