大润发营销策划方案.doc

“大润发”进驻赣州市场营销策划方案 学院：经管学院 专业班级：工商081班 指导教师：潘建华老师 团队成员：王坤、肖芳、吴千红、朱冬冬、成志勇 完成时间：2010年11月15日 目录 营销策划的目的与主要任务········································3 1.1营销策划的目的················································3 1.2营销策划的主要任务············································3 策划的必要性与目标的设置········································3 2.1策划的必要性··················································3 2.2营销策划中应注意的事项与目标设置······························4 2.3市场开发策略··················································4 2.4营销策划面对的困难和风险······································5 三．环境分析························································5 3.1微观环境分析··················································5 3.2国内零售业的宏观环境分析·····································10 四．战略方针·······················································13 4.1差异化战略···················································13 4.2聚焦战略·····················································14 五．战略规划及目标················································14 5.1营销战略规划图···············································14 5.2战略目标——领导赣州零售行业的战略目标·······················14 六．竞争战略······················································15 6.1赣州市区目前的竞争现状·······································15 6.2市场定位策略——领导者战略···································16 6.3领导者战略的策略·············································17 七．品牌战略······················································17 7.1大润发目前的品牌现状·········································17 7.2品牌战略的目标···············································18 7.3品牌战略规划·················································19 7.4品牌推广策略·················································20 八、营销组合战略··················································20 8.1商品竞争策略·················································20 8.2商品竞争策略·················································22 8.3单品竞争策略·················································23 8.4价格策略·····················································23 8.5终端店铺视觉识别策略·········································24 8.6服务策略：专业服务，领导商圈