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重庆理工大学
市场营销专题
雅芳营销模式分析报告
目录
1. 雅芳(中国)有限公司的概述及其在中国的发展 ································2
1.1雅芳简介·······························································································2
1.2雅芳(中国)有限公司简介 ·····························································2
2.雅芳(中国)有限公司环境分析 ··························································2
2.1宏观市场环境分析 ··············································································3
2.1.1 人口环境 ······················································································3
2.1.2 经济环境························································································4
2.1.3法律环境·························································································4
2.1.4社会文化环境··················································································5
2.2行业环境分析························································································5
2.2.1行业现状··························································································5
2.2.2品牌竞争··························································································6
3.雅芳(中国)有限公司目标市场及定位 ················································6
3.1 市场细分 ·························································································6
3.2目标市场 ··························································································8
3.3市场定位 ··························································································8
4. 雅芳(中国)有限公司直销组合策略······················································9
4.1 产品策略·······························································································9
4.2品牌策略································································································9
4.3 价格策略······························································································10
4.3.1 尾数定价策略 ·············································································11
4
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