巢湖学院安德利大学生超市策划案.doc

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····················