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班 级 10营销1班
学 号 1065123117
姓 名 于金华
成 绩
目录
市场营销实战模拟报告
一、市场营销实战模拟的目的·······································3
二、实战模拟的方法···············································3
三、实战模拟的过程···············································3
四、公司概况·····················································7
五、经营状况分析·················································7
5.1企业行业环境分析·········································7
5.2市场调查报告············································8
5.3调查目的·················································9
5.4调查对象················································9
5.5调查内容分析············································10
5.6调查总结················································11
六、SWOT分析················································12
七、SPIT报告··················································13
7.1市场细分················································13
7.2目标市场选择············································14
7.3市场定位················································14
7.4总结····················································15
八、竞争策略分析···············································16
九、年度经营报告···············································17
9.1净收益走势图············································17
9.2市场占有率情况··········································17
9.3波士顿矩阵图············································19
9.4产品信息················································19
9.5生产管理················································20
9.6定价策略················································20
9.7策略管理················································21
十、总结·······················································22
十一、对模拟软件的建议·········································23
市场营销实战模拟报告
市场营销实战模拟的目的
通过市场营销实训软件，让我们进行上机实战演练，模拟现实企业制定营销策略，训练我们正确的营销思维，培养我们良好的市场营销意识，提高我们的市场营销理论的应用能力和实践创新能力。同时也通过虚拟的行业、虚拟的市场和虚拟的消费者，来锻炼我们的市场结构分析能力、市场竞争分析能力、企业战略谋划和策略部署能力、资金管理能力和危机处理能力。在模拟的过程中，我们充分运用学习过的市场营销理论知识、市场分析理论（市场调查、市场细分、市场定位、目标市场选择）、消费者需求偏好特征等知识，对平
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