巢湖学院安德利大学生超市策划案.doc

巢湖学院安德利大学生超市策划案要点

巢湖学院第四届“安德利”杯模拟营销策划大赛 营销策划案 题目:巢湖学院安德利大学生超市策划案 团队名称: 意语天涯 参赛队员: 王义坤 王荣 王畅 万梅玲 联系方式: 目 录 前言············································1 企业背景····································1 市场定位····································1 目标市场的现状及安德利企业潜在的竞争优势...........2 显示独特的竞争优势和重新定位.......................2 市场分析····································5 宏观环境分析.......................................5 社会环境分析.......................................6 微观分析...........................................7 市场环境分析.......................................7 竞争分析·····································10 SWOT分析...........................................10 巢湖学院安德利超市规划·······················11 地理位置分析........................................11 发展方向............................................12 商品种类介绍........................................12 内部员工素质分析...................................12 经营理念...........................................12 员工管理制度.......................................12 商品的货位布局.....................................13 通风调温...........................................14 产品................................................15 服务................................................16 营销策略·····································16 市场细分............................................16 价格策略............................................17 产品策略............................................18服务策略............................................18 促销策略............................................19 宣传策略............................................21 寒暑假超市经营.....................................23 销售目标·····································24 短期目标...........................................24 长期目标...........................................24 财务分析·····································26 可行性分析···································28 操作可行性..........................................28 风险可行性..........................................29 结束语·····································30 附:前期问卷调查····················

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