福建绿佳园生物科技有限责任公司决赛.doc

PAGE 2 PAGE 1 目 录 执行总结··············································4 一、公司概况···················································5 二、产品简介···················································5 三、竞争优势···················································6 四、市场定位与营销策略（前期）··································7 五、生产流程示意图·············································9 六、公司战略及规划·············································10 七、股本结构与投资方案·········································10 八、公司面临的风险及应对措施···································12 九、风险资本的退出·············································13 十、创业团队概况···············································13 第一章 项目背景与产品技术····························14 一、项目背景···················································15 二、产品介绍···················································15 第二章 市场与竞争····································24 一、公司总体战略···············································25 二、洗发产品市场分析···········································25 三、SWOT分析··················································33 四、竞争战略···················································34 五、厂址选择···················································36 第三章 营销策略······································40 公司盈利模式分析···············································41 一、产品（Product）策略········································42 二、价格（Price）策略··········································44 三、渠道（Place）策略··········································46 四、促销（Promotion）策略······································49 五、公共关系····················································53 六、中远期的营销策略············································54 第四章 公司发展战略··································56 一、发展战略···················································57 二、市场进入战略···············································58 三、竞争战略···················································60 第五章 生产运作管理··································62 一、生产运作管理···············································63 二、质量管理···················································64 第六