德芙巧克力营销-策划.docVIP

德芙巧克力营销策划 策划人：杨茜 学 号： 班 级：会计（本）1205 摘 要 一周七天，“浪漫、青春、健康、力量、关心、博爱、愉悦 …”我们每天都 有一个喜爱巧克力的理由。 很多人会从身边走过，很多事一路漂远，但在时光的河流里，总有一些东西 是不会变的，像浓情巧克力那样的口齿留香，像爱人执手相握的深情，像夜归时 那一盏温暖的灯光。愿巧克力的浓情永远伴随着您与爱人、亲人和朋友分享幸福 生活的每一个美好瞬间。 I 目 录 前 言····························································································- 1 - 一、企业概况简述··········································································· - 1 - 二、市场环境分析（SWOT 分析）······················································- 1 - （一）市场需求分析···································································- 1 - （二）市场竞争分析···································································- 2 - 优势：················································································- 2 - 劣势：················································································- 2 - 机会：················································································- 2 - 威胁：················································································- 2 - 三、活动主题················································································· - 3 - 四、营销目标················································································· - 3 - 五、营销战略················································································· - 3 - （一）市场细分·········································································- 3 - （二）市场目标·········································································- 4 - （三）市场定位·········································································- 4 - 六、营销组合················································································· - 4 - （一）产品···············································································- 4 - （二）价格···············································································- 4 - （三）渠道···············································································- 4 - （四）促销···············································································- 5