一、选题的目的及意义（项目背景分析）背景:广东千林健康产业有限公司（TREERLYHEALTHCO.LTD.）的前身为广东保瑞药业有限公司，成立于1993年，致力于与人类健康紧密相关的营养保健产品的研发、生产和销售及女性生理、营养与健康关系的研究，针对女性健康问题提供科学、有效、专业的解决方案，传播有利于女性健康的科学知识，引领中国女性健康的生活方式。而新疆阿克苏康宁医药有限责任公司始创于2002年10月，是一家“药品品种齐全，百姓美誉度好，经营规模大”的药品零售企业。市场潜力大，并且个人暑假期间在此单位任职，对该公司及药品有一定的了解，故因此而选题。目的：一方面通过介绍千林品牌，使千林吸引更多的女性消费者购买千林。提高千林的销售量。另一方面在新疆扩大千林的影响力扩大千林的销售市场。意义：1.千林做品牌促销，有利于提升公司的知名度，加大女性消费者心中的印象。2.有利于企业形成全新的促销理念，掌握更多的促销策略。3.通过此次促销，让企业意识到促销在药店的重要作用。4.有利于千林更加深入人心，让女性消费者也越来越关注药店保健品的促销活动。5.提升千林在医药市场的地位及提升女性顾客心中的信赖度。一、项目背景分析..............................................................................1（一）项目来源与意义................................................................1（二）千林产品简介....................................................................1（三）康宁医药公司情况分析....................................................3二、市场现状分析及swot分析........................................................3（一）市场环境分析··································································3（二）竞争对手分析··································································3（三）消费者分析········································································3（四）千林产品Swot分析··························································3三、促销方案······················································································4（一）促销背景············································································4（二）促销主题············································································4（三）促销目的············································································4（四）促销时间············································································4（五）促销地点············································································4（六）前期准备工作····································································4（七）促销方式············································································5四、经费预算······················································································7五、效果评估····