大学城悠悠化妆品连锁店营销策划书-.docVIP

南通大学毕业设计（论文） PAGE PAGE IV 摘 要 悠悠化妆品连锁专卖店2009年10月在南通大学主校区开业，自开业以来，生意日渐红火，但是随着大学城周边化妆品专卖店的日益增多，加之来自北街平和客名品专卖店的威胁，经营压力越来越大，同时自身的一些劣势也逐渐暴露出来，为了在激烈的市场竞争中脱颖而出，急需进行新一轮的营销策划。针对悠悠化妆品专卖店的促销活动较少、产品价格较高、市场占有率较低等问题，本文主要从扩大悠悠化妆品连锁专卖店的知名度方面入手，采取一系列营销策略，包括价格策略、宣传策略、服务策略等，力求扩大知名度，抢占大学城周边化妆品市场。 关键词：悠悠化妆品连锁专卖店，营销，策划 ABSTRACT A lengthy chain of Yoyo cosmetics stores in October 2009 in Nantong University main campus opened, since the opening, growing business is booming, but as the University City surrounding the growing number of cosmetics stores, combined with peace of passengers from the North Street store Famous threat Operating under increasing pressure, while some of its disadvantages are gradually exposed to the fierce market competition, needed a new round of marketing planning. Cosmetics store for a lengthy fewer promotions, product prices high, and low market share, this paper mainly from the expansion of a lengthy chain of stores known cosmetic aspects, take a series of marketing strategy, including pricing strategies, promotional strategies And service strategies, and strive to expand awareness, to seize the cosmetics market in the surrounding University City. Key words: A lengthy chain of Yoyo cosmetics stores , Marketing , Planning 南通大学毕业设计（论文） 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc 摘 要 PAGEREF _Toc \h I HYPERLINK \l _Toc ABSTRACT PAGEREF _Toc \h II HYPERLINK \l _Toc 一 、市场环境 PAGEREF _Toc \h 1 HYPERLINK \l _Toc (一)宏观环境 PAGEREF _Toc \h 1 HYPERLINK \l _Toc 1.学生概况 PAGEREF _Toc \h 1 HYPERLINK \l _Toc 2.经济环境 PAGEREF _Toc \h 1 HYPERLINK \l _Toc 3.地理环境 PAGEREF _Toc \h 1 HYPERLINK \l _Toc （二）微观环境 PAGEREF _Toc \h 2 HYPERLINK \l _Toc 1.竞争对手 PAGEREF _Toc \h 2 HYPERLINK \l _Toc 2.目标消费群（南通大学主校区学生） PAGEREF _Toc \h 2 HYPERLINK \l _Toc 二 、消费人群分析 PAGEREF _Toc \h 2 HYPERLINK \l _Toc （一）影响消费行为的内因 PAGEREF _Toc \h 2 HYPERLINK \l _Toc 1.消费动机 PAGEREF _Toc \h 2 HYPERLINK \l _Toc （二）影响消费行为的外因 PAGEREF _Toc \h 3 HYPERLINK \l _Toc 1．经济因素： PAGEREF _Toc \h 3 H