____“特步”品牌运动休闲鞋系列产品市场营销推广优秀策划方案.docx

全国电子商务大赛“特步”营销方案目录一、摘要.....................................................................21、概况 .........................................................2 2、团队介绍 .....................................................2 3、组织架构 .....................................................3二、市场调研................................................................4三、产品定位.................................................................6 1、产品分析 .....................................................6 2、目标市场分析.................................................6 3、产品定位 .....................................................6四、市场策略.................................................................7 1、线下体验店 ...................................................7 2、微店平台 .....................................................8 3、淘宝店铺 .....................................................8 4、O2O营销 ......................................................9 5、社会化营销 ...................................................9五、活动策划.................................................................9 1、活动名称 ......................................................9 2、活动时间 ......................................................10 3、线下活动地点 ..................................................10 4、活动目标 ......................................................10 5、活动详情介绍 ..................................................10 6、活动安排说明 ..................................................10 7、人员安排 .....................................................11 8、预热活动 .....................................................11 9、活动推进表 ...................................................12六、财务预算................................................................14 1、物资成本表 ...................................................142、进货计划预算表 ...............................................143、销售额预算表 .................................................15七、效果评估.........................................................