钱啤拓展部纸箱酒市场运作参考手册.pdf

上海联纵智达营销咨询有限公司 客户：钱啤集团股份有限公司（LZ-QP0 ） 目录 使用说明···························································································································· 4 第一章 市场拓展计划的明确 ····························································································· 5 1.1 需求特征分析与产品大类确定·························································································5 1.2 区域细分与重点区域组合·································································································5 1.3 通路规划与渠道建设 ·········································································································7 1.4 促销组织与实施计划·········································································································7 1.5 市场拓展计划的拟定·········································································································9 1 销售目标预测························································································································9 2、拟定营销计划：·················································································································9 3 营销预算：····························································································································9 第二章.区域市场开发与管理基本策略 ······················································································· 11 2.1.区域市场资讯收集与调研··························································································· 11 2.1.1.区域市场基础资料与数据收集··················································································· 11 2.1.2.区域市场调研的实施···································································································14 2.2. 营销计划的编制规范 ······································································