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整体品牌设计期末营销策划方案评分细则
方案名称：玲珑坊旗袍品牌策划方案
团队成员： 陈小利（101105005） 丁甜 （101105008） 甘静 （101105010）
罗久富（101105026） 石大燕（101105029） 颜小平（101105039）
评分项 目 评 分
要 点 技 术
标 准 配分 得分
制定营销策划方案 品牌策划方案形式与内容的完整性 封面信息完整、设计得当；目录标示清楚、页码与实际内容对应；正文结构合理、格式规范；文字表述流畅、图文并茂；专业术语准确、字数不少于6000字；附录材料真实可靠。设计思路清晰、逻辑性较强。 10 品牌管理理论知识的正确运用 涉及到品牌管理的系统知识，论述全面 10 品牌策划方案的原创性 具有形式上的创新和策略上的革新性和新颖性 20 品牌策划方案的系统性 具有通盘考虑，考虑的细节周全，不具有明显的漏洞
20 品牌策划方案可行性 有可操作性，设计方案符合该组织的实际状况，符合企业营销和品牌建设的框架。
20 现场PPT展示及答辩 营销方案陈述 精神风貌、语言表达、陈述内容 5 评委质疑
回答问题 反应能力、分析问题能力、逻辑思维、创新精神 5 团队合作能力 团队成员相互间的分工及配合 5 时间控制 PPT陈述时间、回答问题时间 5 总 分 目录
前言··························································4
品牌策划目标··················································4
1.短期目标·············································4
2.长期目标·············································4
营销环境分析：·················································5
1.宏观环境分析·········································5
1.1经济········································5
1.2科技········································5
1.3社会文化····································5
2.微观环境分析·········································5
2.1目标市场分析································5
2.2消费者分析··································7
2.3竞争对手分析································8
2.4企业内部分析·······························10
3.Swot分析············································10
3.1竞争优势···································10
3.2竞争劣势···································10
3.3机遇·······································10
3.4威胁·······································10
品牌分析····················································10
1.品牌定位············································10
2.品牌设计············································11
3.品牌个性············································11
4.品牌文化············································12
5.品牌宗旨············································12
6.品牌质量············································12
品牌锻造：································
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