冰成箱策划书.docxVIP

香雪梅有限公司──icebox冰箱策划书1116105006 林志峰2013年12月30日目录目录第一部分：公司背景一、公司简介································································3第二部分：市场调查分析一、市场调查····························································· 31.市场信息收集···························································· 32.市场调查报告···························································· 4二、营销调研1.问卷调查分析报告····················································· 42.消费者行为分析················································ 5第三部分：市场营销战略市场目标定位市场细分市场······················································· 6目标市场选择························································ 6市场定位分析························································ 6STP综合报告························································ 6SWOT分析························································6PEST分析·······················································7市场竞争度分析竞争度分析·························································· 8产品销售预算·························································11第四部分：市场营销策略产品策略···························································12品牌策略··························································13包装策略产品包装策略·························································13产品包装设计························································14价格策略·························································14销售渠道策略·······················································15促销策略·························································16七、广告策略·························································17公共关系策略························································17九、销售队伍管理招募销售人员························································19培训销售人员······················································21第一部分公司背景公司简介：香雪海有限公司是一家以家电制造业为主的公司，同时只针对于冰箱的生产和销售，“我们只做冰箱，要做就做最好的”是我们公司的口号。我公司一直注重技术在产品中的体现，在家用冰箱上都将有高端产品推出，一直保持着健康、稳定、快速的增长。上世纪80年代平均增长速度为60%，90年代平均增长速度为50%。21世纪以来，年均增长速度超过30%。专攻市场份额较少但是潜力巨大的三开门冰箱。公司计划用大量的资金和科研力量来专研最新技术，并请国外知名设计师来设计冰箱外形。公司自成立以来，一直强调“以技立企，专攻之致