贝因美奶粉营销策划全案概要.docVIP

贝因美奶粉营销策划全案 专业： 班级： 姓名： 学号： 目录 1.产品特性分析·····················································6 1.1产品概述······················································6 1.2产品特性·····················································13 1.3营销环境·····················································17 2.婴幼儿用品市场分析··············································22 2.1行业分析·····················································22 2.2消费者分析···················································22 2.3市场潜在分析·················································24 2.4目标市场分析·················································25 3.竞争分析························································28 3.1 SWOT分析·····················································28 3.2五力竞争分析·················································31 4.STP战略························································33 4.1市场细分（Segmenting）·······································33 4.2目标市场选择（Targeting）····································33 4.3产品定位（Positioning）······································34 5.营销组合························································36 5.1产品策略·····················································36 5.2品牌策略·····················································39 5.3定价策略·····················································41 5.4促销策略·····················································42 5.5服务策略·····················································47 5.6反馈和调节策略···············································47 6.风险提示························································48 7.综合案例························································49 8.参考资料························································56 企业背景 1、企业简介 贝因美始创于1992年，总部设在中国杭州，并在上海、北京、沈阳、武汉、成都、敦化、郑州、安达设有分公司。贝因美以“关爱生命，热爱生活”为宗旨，全方位服务于中国婴童事业，致力于婴幼儿食品及婴童产业的研究与国际性合作。主营事业以婴幼儿食品、婴幼儿用品、育婴咨询服务、生命科学和母婴保健、育婴工程、爱婴工程六大块架构而成。其中婴幼儿食品为主导项目，全面涵盖代乳品、断奶期食品和辅助食品三大类，是华东地区最大的断奶期食品生产基地和中国三大婴幼儿基本营养食品专业生产企业之一，产品覆盖全国。产品包括贝因美商标各阶段婴幼儿米粉，奶粉，豆粉，营养奶糕，营养荷花糕，婴幼儿磨牙饼，葡萄糖，蜂蜜，母婴护理用品