XX智能手机营销策划方案.doc

PAGE 5 - XX智能手机营销策划方案 （此文档为word格式，下载后您可任意修改编辑） 方案成绩评定表 学院： 商务策划学院 班级： 10市营一班 学生姓名：周恩泽 马岩 刘兵 学号：2010041118、2010041114、2010041144 项目 分值 优秀 (100>x≥90) 良好 (90>x≥80) 中等 (80>x≥70) 及格 (70>x≥60) 不及格(x<60) 评分 参考标准 参考标准 参考标准 参考标准 参考标准 调研过程 10 态度认真，工作作风严谨；调研方案可行，开展和取得的效果很好 态度比较认真，工作作风良好；调研方案可行，开展和取得的效果好 态度尚好，工作作风较好；调研方案可行，开展和取得的效果较好 学习态度尚可，工作作风尚可；调研方案基本可行，取得了一定的效果 态度不端正，工作作风不严谨；调研方案基本不可行 分析能力 30 报告对实际问题有很强的分析能力和概括能力，图文并茂，方法得当，说服力很强 报告对实际问题有较强的分析能力和概括能力，图文结合较好，方法较得当，说服力较强 报告对实际问题有一定的分析能力和概括能力，有一定的图文结合，方法尚可，有一定说服力 报告对实际问题的分析能力和概括能力尚可，有一些图文，方法尚可，说服力尚可 报告不具备对实际问题的分析能力和概括能力，图文很少，方法不当，没有说服力 报告撰写质量及规范化 20 结构严谨，逻辑性强，层次清晰，语言准确，文字流畅，语言准确、生动，完全符合规范化要求。 结构合理，符合逻辑，文章层次分明，语言准确，文字流畅，符合规范化要求。 结构合理，层次较为分明，文理通顺，用词比较准确，达到规范化要求。 结构基本合理，逻辑基本清楚，文字尚通顺，达到规范化要求。 内容空泛，结构混乱，文字表达不清，错别字较多，达不到规范化要求。 方案设计的可行性和创新性 40 有独特见解，方案切实可行，有一定实用价值 有较新颖的见解，有一定可行性和实用性 有一些新的见解，可行性和实用性尚可 有一定见解 没有任何价值 评语： 成绩： 指导教师： 年 月 日 目录 一、摘要······················································4 二、市场营销现状··············································5 1.市场形势················································5 2.产品形势·················································8 3.竞争形势·················································11 4.配销形势·················································13 三、机会与问题分析·············································14 四、目标·······················································18 五、市场营销策略···············································21 1.目标市场················································21 2.产品策略·················································21 3.价格策略·················································23 4.渠道策略·················································25 5.促销策略·················································28 6.广告·····················································30 六、行动方案··················································31 1.校园市场推广活动方案·····································31 2.XX专卖店推广方案·······································33 七、预算·······················