染发剂产推广方案.doc

来源于网络 目 录 CONTENTS 一、公司基本情况 The Base Of The Company .....................1 （一）公司简介 Introduction of the Company .............1 （二）品牌简介 Introduction of the brand.................1 二、营销环境分析Marketing Environment..........................2 （一）（二）竞争（三）消费者分析（四）产品分析 、SWOT分析、目标市场战略（一）市场细分（二）选择目标市场（三）、营销组合策略he Report of Marketing Investigation （三）信息反馈 Information Feedback （四）策划书信息反馈表Information Feedback On The Planning Table 摘要 品牌缔造价值，策划成就未来。本策划书针对温雅这一品牌而展开分析。我们首先介绍了公司的基本情况，进而进行营销环境分析、SWOT分析和目标市场战略的制定，从而确定公司的营销组合策略、宣传方案和现场销售方案，为确保各方案的顺利进行，我们还设计了一套应急方案。为了传承品牌策划推广大赛的精神，我们在三天展销期间进行信息反馈调查，并为商家提出一些建议。公司秉承着“时尚高雅、专业健康”的核心理念，全力宣传推广温雅这一品牌。相信在未来的日子里，凭借品质优良，技术先进的产品和周到完善的服务，以及强烈的社会使命感、民族自强感，温雅必能和广大消费者一起继续创造新的辉煌。 Summary Create brand value, planning achievements in the future. Wenya planning for the book launch of the brand. We first introduced the basic situation of thecompany, then marketing environment analysis, SWOT analysis and target markets in the Development of trategies to determine the companys marketing mix strategy,publicity programmes and on-site sales programme, in order to ensure the smooth progress of the programme, we also design a set of contingency plans. In order to promote the heritage brand planning the spirit of competition, we in sales during the three-day survey feedback, as well as businessmen make some suggestions. Adhering to the sophisticated, professional health core philosophy, full promotional Wenya brand. Believe that in the days to come, with good quality and advanced technology, products and thoughtful improve its services, as well as a strong sense of social mission, sense of national self-improvement, Wenya we will be able to continue with the vast number of consumers and create new glories.公司基本情况 公司简介 温雅化妆品国际集团有限公司是一家中国香港的民族企业，其成立于1992年，1995年温雅系列产品开始投放专业发廊市场，仅一年时间，产品线就覆盖了全国90%的专业发廊市场；1997年，温雅产品开始进军零售百货市场，同样在一年之内，百货线市场在全国大中型城市终端覆盖率就已达95%以上。温雅本着“自我增值，追求完美”的企业精神，遵从“立民族志气，创世界名牌”的指导思想，坚持实事求是，走温雅特色的中国化妆品企业道路。公