本科毕设论文_美特斯威邦市场营销策书.docVIP

美 特 斯 邦 威 市 场 营 销 策 划 书 组员:关天赏、刘健智 目录 一、摘要··································································（3） 二、营销环境分析··························································（3） （一）宏观市场分析························································（4） （二）微观环境分析························································（5） 三、顾客分析······························································（5） （一）地理特征····························································（5） （二）心里与行为行征······················································（5） 四、 SWOT分析···························································· （6） （一）企业优势与劣势························································（6） （二） 机会、威胁、战略选择···················································（6） 五、营销战略······························································（6） （一）营销目标····························································（7） （二）目标市场····························································（7） （三）市场定位····························································（7） 六、营销组合策略····························································（8） （一）产品策略····························································（8） （二）价格策略····························································（8） （三）分销渠道策略 （四）促销组合策略 七、营销预算······························································（9） 八、方案调整······························································（9） 九、结语···································································（10） 十、 附录调查表····························································（11） 一、摘要 美特斯邦威集团公司始建于1995年，主要生产销售休闲系列服饰。目前拥有美特斯邦威上海、温州、北京、杭州、中山、重庆、成都、广州、沈阳、西安、天津、济南等分公司，在全国设有专卖店1500多家。 集团在国内服装行业率先采取“虚拟经营”模式，走品牌连锁经营的发展道路。1995年4月公司开设第一家“美特斯邦威”专卖店。2001年，集团在坚持“虚拟经营”、稳步发展的基础上，全面启动品质管理工程，从品牌形象、产品设计与质量、市场拓展、销售服务和信息化管理等全过程提升管理品质，美特斯邦威集团由此发展成为中国休闲服饰行业的龙头企业之一。2003年，“美特斯邦威”羊毛衫被评为“中国名牌”；2004年，“美特斯?邦威”被评为“中国青年最喜爱的服装品牌”，2005年荣获“2003/2004中国服装品牌年度营销大奖”。 ?随着服装业的快速发展及中国加入WTO，进入服装行业的企业数量已达50000多