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美特斯邦威市场营销策划书
目录
一:概述··································································(2)
二:营销环境分析··························································(2)
(一)宏观市场分析························································(2)
(二)微观环境分析························································(2)
(三)营销环境结果分析(swot)·············································(4)
三:市场细分······························································(4)
(一)目标市场策略························································(4)
(二)产品分析····························································(4)
四:目标设定······························································(5)
(一)策划的目的··························································(5)
(二)目标市场····························································(5)
(三)市场定位····························································(5)
(四)需要解决的问题······················································(5)
(五)解决问题的可行方法··················································(5)
五:产品策略······························································(5)
(一)产品的名称··························································(5)
(二)产品的性能··························································(5)
(三)产品的材质··························································(6)
(四)产品的包装
(五)产品的定位··························································(6)
(六)产品的定价策略······················································(6)
(七)产品的销售渠道策略··················································(7)
(八)产品的整合营销传播策略··············································(8)
六:广告策略······························································(8)
(一)广告目标····························································(8)
(二)目标受众····························································(8)
(三)广告创意的概念······················································(8)
(四)广告的主题··························································(9)
(五)广告口号····························································(9)
(六)广告的表现················
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