大宝网络营销..pptVIP

“大宝”化妆品 网店营销策划书 前言 中国化妆品市场是一个充满活力的市场，跨国企业的大举进入，本土企业的崛起，使这个行业不断地变化发展。产品多彩多样，市场更加细分，营销也各有高招。在中国宏观经济快速发展的环境下，化妆品及美容行业在中国得到迅速发展，近年来一直保持着快速增长，化妆品市场备受青睐。大宝—天然健康成为新兴理念，天然护肤品备受关注 目录 前言····························································· 2 网店简介·······················································4 本店特色与发展前景·····································5 行业分析·······················································6 消费者分析····················································7 目标群体分析················································9 目标市场·····················································10 商品分析·····················································11 商品策略·····················································14 价格分析·····················································17 价格策略·····················································18 渠道分析·····················································19 渠道策略·····················································20 促销分析·····················································21 促销策略·····················································22 谢谢观看·····················································23 附：照片欣赏·····················································24 网点简介 伴随着中国经济的迅猛增长，人们对生活的要求越来越高。传统的销售只是停留在使消费者购买的阶段，注意力只在商品上。但日益挑剔的消费者，如品牌、服务等，最后达到消费的最高境界，即通过对企业文化的认同产生，对品牌的忠诚。同时，互联网时代的来临要求我们必须针对传统零售商业模式改良，而有效的采购，低成本物流和强势终端是零售业制胜的三大法宝。本项目的最终目标就是要建立一个集这三宝为一体同时体现时代文化特征的网点。更重要的是，项目经营的产品可谓包罗万象，预计产品最终二十多种。 本店特色与发展前景 1、本店宗旨“以微笑对待客户，以真诚换取信任” 2、产品卖点“效果明显，无刺激性，价格公道” 行业分析 现在护肤类行业的主要特征为： 1、国产品牌竞争力最强，合资品牌紧随其后； 2、行业集中度低，竞争日趋激烈； 3、品牌之间忠诚度差异不明显，竞争力主要看市场份额和成长性； 4、产品同质化现象严重，概念满天飞。 从市场竞品来看，大宝以绝对优势排在了竞争力排行榜的首位，与小护士一起成为低端消费市场的主导品牌，消费群主要是低端消费者，包括低收入与无收入者，集中在工薪阶层和学生群体；玉兰油与雅芳一起占据了护肤品的中端市场，消费群集中在中高收入的女性；高端以价格较高的国外产品为主（如SK－Ⅱ），消费者主要是高收入的中青年女性。 消费者分析 大宝化妆品的目标市场是这样定位的： 年龄为25~50岁之间的各类职业工作者，有着一定的文化修养，但又属大众消费阶层。同时，大宝所隐约提倡的男性护肤观念及大宝产品老少皆宜的诉求得到广大消费者的认同。据统计，大宝的男性消费者占其消费总量的近一半。大宝可以说是成功开辟了男性护肤消费的一大赢家。他们对生活质量有着较高的追求，主要是对品牌价值、品牌内涵以及品牌的社会影响有着特定的主见；他们不求奢侈豪华，但求心理满足，对同类产品不同价格的敏感度较强；对一些高档产品质量满