博卡对营销方案doc.doc

校园营销策划书 ----拉芳产品的营销策划 学校年级：中国矿业大学南湖校区2011级 策划主题：拉芳，take your heart 策划人：博卡队全体成员 策划时间：2011年11月15日 目录 前言……………………………………………………………………………..3 概要提示………………………………………………………………………..3 具体分析………………………………………………………………………..4 企业及产品分析……………………………………………………………4 环境分析……………………………………………………………………4 市场的评估…………………………………………………………………4 机会与问题的分析…………………………………………………………5 营销目标………………………………………………………………………..5 战略及行动方案………………………………………………………………..5 市场细分及策略……………………………………………………………..5 营销组合策略………………………………………………………………..5 产品价格及促销……………………………………………………………..6 预期效果……………………………………………………………………..6 营销成本………………………………………………………………………..6 行动方案的控制………………………………………………………………..6 结束语…………………………………………………………………………..6 一、前言 拉芳集团成立以来，始终坚持诚信、品质、分享的经营理念，致力为广大消费者提供优质的日化用品和服务。集团旗下拥有拉芳、雨洁、圣峰、缤纯四大著名品牌，产品涵盖洗发护发、清洁沐浴、肌肤护理、口腔护理、日用洗涤等多个领域，并且在各自的领域内取得了一座座丰碑拉芳集团成立以来，始终坚持诚信、品质、分享的经营理念，致力为广大消费者提供优质的日化用品和服务 拉芳品牌是新近掘起的国内洗发水强势品牌，是广东板块洗发水强势品牌的塑造产品。特色是柔顺秀发、美好心情。全新柔顺护理系列，给我们丝丝柔顺秀发、时时美好心情。 拉芳是一支优秀团队，是一个温馨大家庭。们在不断推进业务发展、事业进步的同时，致力于员工队伍的建设和企业的文化建设，为员工营造良好的工作、学习和生活环境，致力丰富员工的业余文化生活，培养员工健康活泼、积极向上的生活情趣，倡导快乐 take your heart!!! pseudonym Ding Bingcheng), to Jiangsu and Zhejiang in Taihu Lake area opened work, towards armed, carried out guerrilla race. 4 people such as Ding Bingcheng took Zhang Yan, Zhou Fen, from Shanghai, Zhao Anmin troops stationed at the border of Jiangsu and Zhejiang. Ding Bingcheng reach dual-COR, and anti- established contact of Communist Party members, when the Kuomintang military Committee in Jiangsu, Zhejiang and Deputy Commander of the Brigade in Taihu Lake and Qian Kangmin, Director of the Department of the Commission (CPC) accompanied by consultations with Commander Zhao Anmin placement I was personnel related issues. Qian Kangmin efforts, Zhao Anmin also agreed to subordinate Gong Shengxiang Brigade guns to form a band in Taihu Lake. Qian Kangmin hired a boat to bring Gong Shengxiang, together with Zhang Yan start, boats to cross near the fan, was seized by Cheng Wanjun. After Cheng Buzheng Jin Lu Wang, Director of