中国雅芳营销策划书解说.docVIP

目录 一、公司及产品简介 （一）公司简介 （二）产品介绍 二、营销环境分析 （一）宏观环境分析 1、人口环境························································· 2、经济环境························································· 3、社会环境························································· 4、市场分析························································· 5、市场前景分析····················································· （二）消费者分析 1、目标消费群体定位················································· 2、目标消费群体的特点··············································· 3、影响消费者购买的因素············································· （三）竞争者分析 1.美宝莲··························································· 2.玉兰油·························································· 3.玫琳凯·························································· （四）SWOT分析················································· 三、策划目标 （一）财务目标························································ （二）市场营销目标···················································· 四、STP战略分析 （一）市场的细分 （二）市场的选择······················································ （三）市场的定位 五、4P策略 （一）产品策略························································· （二）价格策略························································· （三）销售渠道························································· （四）促销策略························································· 1、免费类促销方案··················································· 2、优惠类促销方案·················································· 3、宣传···························································· 六、具体实施步骤（略） 七、费用预算（略） 一、 公司及产品简介 （一）公司简介 美国雅芳产品有限公司(AVON Products, Inc.)是全美500强企业之一，1886年创立于美国。作为世界领先的美容化妆品及相关产品的直销公司，雅芳在53个国家和地区进行直接投资，拥有43000名员工，通过440余万名营业代表向145个国家和地区的女性提供两万多种产品，包括著名的雅芳色彩系列、雅芳新活系列、雅芳柔肤系列、雅芳肌肤管理系列、维亮专业美发系列、雅芳草本家族系列、雅芳健康产品和全新品牌Mark系列，以及种类繁多的流行珠宝饰品。 雅芳人一直恪守着信任、尊重、信念、谦逊和高标准的雅芳价值观。始终引领世界最新潮流的国际美容巨子世界上最大的美容化妆品公司之一，全美500家最有实力的企业之一，一家属于女性的公司。雅芳深信，女性的进步和成功，就是雅芳的进步和成就。 雅芳是中国最著名的品牌之一。产品包括：护肤用品、护发用品、彩妆产品、香芬产品、健康食品、保健器材和时尚服装首饰。2004年，雅芳的全线护肤类产品荣获国家质量监督检验检疫总局颁发的2003年度护肤类“ 产品质量国家免检” 证书。从化妆品的分类看，护