百雀羚策劃書(shū)

1、百雀羚營(yíng)銷策劃書(shū)百雀羚的市場(chǎng)營(yíng)銷策劃書(shū)百雀羚的市場(chǎng)營(yíng)銷策劃書(shū)班級(jí)：班級(jí)：XXXXX組隊(duì)成員：組隊(duì)成員：XXXXXXXXXXXXXXX組長(zhǎng)：組長(zhǎng)：XX指導(dǎo)老師：指導(dǎo)老師：XXX百雀羚營(yíng)銷策劃書(shū)目錄1、品牌介紹.....................................................................................................................

2、.................11.1背景................................................................................................................................11.2品牌系列.............................................................

3、...........................................................12市場(chǎng)營(yíng)銷環(huán)境分析....................................................................................................................22.1全國(guó)市場(chǎng)現(xiàn)狀分析.......................

4、.................................................................................22.2全國(guó)市場(chǎng)發(fā)展趨勢(shì)分析................................................................................................23STP營(yíng)銷戰(zhàn)略....................

5、........................................................................................................33.1目前市場(chǎng)大小及潛力評(píng)估............................................................................................33.2當(dāng)前市場(chǎng)現(xiàn)

6、狀................................................................................................................43.3目標(biāo)市場(chǎng)細(xì)分.................................................................................................

7、...............53.3.1女大高校學(xué)生....................................................................................................53.3.2白領(lǐng)女性...................................................................................

8、.........................53.3.3其他消費(fèi)群體....................................................................................................63.3.4細(xì)分表..........................................................................

9、......................................63.4市場(chǎng)定位........................................................................................................................74消費(fèi)者分析...............................................

10、.................................................................................74.1消費(fèi)者購(gòu)買習(xí)慣分析....................................................................................................74.2消費(fèi)者需求點(diǎn)分析..............

11、..........................................................................................84.3消費(fèi)者關(guān)注點(diǎn)分析........................................................................................................94.4消費(fèi)者對(duì)本產(chǎn)品的印象

12、和態(tài)度..................................................................................105品牌分析................................................................................................................................

13、..105.1企業(yè)目前經(jīng)營(yíng)現(xiàn)狀分析..............................................................................................105.2品牌目前發(fā)展戰(zhàn)略及運(yùn)作策略分析..........................................................................115.3本品牌目前市場(chǎng)情況及

14、反應(yīng)研究..............................................................................125.3.1市場(chǎng)情況..........................................................................................................125.3.2市場(chǎng)反映..........

15、................................................................................................125.4品牌SWOT分析........................................................................................................136產(chǎn)品的策

16、略..............................................................................................................................136.1產(chǎn)品策略....................................................................................

17、..................................136.2產(chǎn)品的產(chǎn)品線分布......................................................................................................146.3產(chǎn)品生命周期策略..........................................................

18、............................................146.4品牌形象及產(chǎn)品包裝策略..........................................................................................156.4.1品牌形象設(shè)計(jì)策略.......................................................

19、...................................156.4.2產(chǎn)品包裝策略..................................................................................................167價(jià)格策略...................................................................

20、...............................................................177.1產(chǎn)品定價(jià)策略..............................................................................................................178分銷渠道策略...........................

21、...............................................................................................189促銷策略......................................................................................................................

22、............199.1人員推銷......................................................................................................................199.2廣告推銷........................................................................