休闲产品营开篇报告.docVIP

休闲产品营销项目 开篇报告 人员 二〇一三年九月六号 目录 一、任务分析····················································3 1、任务分析·················································3 2、项目背景·················································3 3、主要问题及解决方法·······································3 二、项目组织····················································4 1、小组成员基本信息·········································4 2、个人职责分配·············································4 3、导师信息·················································5 三、团队公约····················································5 1、团队建设目标·············································5 2、建设方法·················································5 3、会议制度·················································5 4、外出调研及销售制度·······································6 5、财务制度·················································6 四、小组会议····················································6 1、会议时间安排·············································6 2、保证会议的有效性·········································6 3、小组会议组织·············································7 五、项目档案····················································7 1、文件的分类与管理·········································7 2、文件的归档与管理·········································8 六、个人学习目标················································8 一、任务分析 1、任务分析 本次项目的主要任务是以小组为单位,经专业及项目老师指导，自主选择一家休闲企业并与之洽谈，经允许后针对这一休闲产品进行的营销。在本次项目中，我们认为主要是提高我们的社会实践能力，是由学校生活转到社会生存的一座桥梁。 （1）兴趣与工作的结合，由学生自主选择休闲企业激发了我们的工作热情。 （2）是自我成就感的实现，化课堂知识理论为自主实践。 （3）提高整体素质，我们要面对消费者和企业。 （4）实现学生、学校及企业共赢。 2、项目背景 休闲产业属于一个朝阳产业，随着人们生活水平的不断提高，越来越多的人投入到休闲热潮中来，这就为蓄势待发的休闲经济提供了强大的推动力。目前，中国虽离真正的“休闲时代”还有相当距离，但休闲经济已经具备了相当规模，且呈现出蓬勃发展的势头，休闲产品也由原来的单一化向多元化发展，如游艇、高尔夫等。 休闲产品是休闲行业的支撑力量，如何做好休闲产品的营销直接关系到一家休闲企业的成败。尤其是游艇、高尔夫这些高端休闲产品，在这些休闲俱乐部里最主要的业务就是会员卡的销售，如何做好其营销工作相当关键。而且就整个休闲行业形势来看所紧缺的也正是专业的休闲产品的营销人员和新颖的营销模式。 作为休闲专业的学生，我们已经整体认识了休闲行业，但是要想增加我们的综合能力还完全不够。因此在项目中，我们会通过团队的合作与努力来模拟某休闲企业的营销部门完成休闲产品及市场分析、营销策略开发研究，并进行实地营销操作，为该俱乐部销售会员卡等。完成此项目后，我们希望可以了解和掌握休闲产品营销技巧和组织实施活动的能力，提高产品销售能力，为将来走向工作岗位、从事营销工作奠定良好的基础。 3、主要问题及