美赞臣市策划.doc

美赞臣 福州市场策划案 目录 一、背景介绍 （一）公司概况····································2 （二）产品介绍····································2 二、营销环境分析 （一）宏观环境分析································5 （二）行业分析（五力分析）·························6 （三）竞争分析···································10 三、营销决策 （一）市场细分···································10 （二）目标市场选择·······························11 （三）产品定位···································12 （四）４Ｐ策略···································12 四、营销计划 （一）销售目标···································14 （二）销售方案···································14 （三）经费预算···································16 （四）绩效评