《努比亚Z7max.docVIP

2014年11月9日 目录 前言································································3 一．营销环境分析·····················································4 1．市场规模······················································4 2．市场构成······················································4 3．市场热点······················································4 二．营销环境分析的总结···············································4 1．劣势与威胁················································4、5 2．优势与机会····················································5 三．消费者行为分析···················································5 1．消费者特征分析················································5 2．消费者需求点分析············································5 3．消费者认知需求的分析······································5、6 4．消费者购买信息的搜索分析······································6 四．Swot分析························································6 1．品牌优势······················································6 2．品牌劣势·················································6、7 3．品牌机会······················································7 4．品牌威胁······················································7 五．营销目标·························································7 1．品牌战略目标··················································8 2．近期及长远发展方向············································8 六．营销战略（stp）····················································8 1．市场细分及目标市场·······································7、8 2．市场定位·················································8、9 七．营销组合策略·····················································9 1．产品策略····················································9 2．价格策略················································9、10 3．渠道及服务策略··············································10 八．品牌建设·······················································10 1.品牌文化建设·················································10 2.品牌的传播··········································