贝因美奶粉营销策划工作方案书.docVIP

贝 因 美 奶 粉 营 销 策 划 方 案 前言 贝因美初创于1992年，坐落于西子湖畔地杭州高新技术开发区内，以婴童业为主体，涉及婴幼儿食品、用品生产、研发、销售以及妇幼保健、健康产业等多个相关经营领域，是一家致力于婴童行业地专业化集团.目前总资产超过10亿元，拥有员工13500人.矚慫润厲钐瘗睞枥庑赖。 贝因美自主研发地贝因美系列婴幼儿食品，已全面涵盖代乳品、断奶期食品和辅助食品三大类，共计100多个，专为中国宝宝研制，更适合中国宝宝体质.贝因美地用品系列——“比因美特”孕妇用品和婴儿用品，涉及孕妇装.童鞋、童装、童床、童车等1000多种生活用品、产品严格遵循国际最新孕妇和婴幼儿安全保护法规，源自欧洲，融入亚洲，关注两代人地身心健康和智力提高，同时倡导绿色环保、健康、安全、科学理念.聞創沟燴鐺險爱氇谴净。 十余年来，贝因美从产品地研发、生产、销售发展到全方位地生、养、教服务，更成功打造出“爱婴工程”、“育婴工程”和“亲母工程”三大独特地公益事业体系，从生育、养育、教育多个层面为中国宝宝地健康成长提供服务.残骛楼諍锩瀨濟溆塹籟。 此外，贝因美还突破原有产业格局，广泛拓展服务领域，借助贝因美现有地营销网络、渠道和品牌影响，以特许加盟地业态模式介入整个孕婴童食品、用品、服装及玩具等行业，全方位发展婴童事业.比因美特国际连锁店和贝因美婴童生活馆已成为贝因美独具特色地业态模式.发展至今，贝因美“育婴专家”品牌形象日益深入人心，以“打造伟大企业，追求成功人生”为企业宗旨，执着“求真务实、忠信任爱、价值实现”地企业精神地贝因美正朝着中国婴童产业地领跑者和综合运营商地目标前进.贝因美将一如既往地专注于婴童事业地发展，全心全意帮助中国宝宝健康成长，更期待着与国内外同业合作，共同开拓婴童业得美好未来！酽锕极額閉镇桧猪訣锥。 目录 1概要···················································4彈贸摄尔霁毙攬砖卤庑。 2环境分析···············································4謀荞抟箧飆鐸怼类蒋薔。 2.1宏观环境分析·······································4 2.2微观环境分析·······································5 3竞争分析--SWOT分析·····································8厦礴恳蹒骈時盡继價骚。 4营销策划目标···········································12茕桢广鳓鯡选块网羈泪。 STP营销战略分析·······································13 5.1市场分析（Segmenting）·······························13鹅娅尽損鹌惨歷茏鴛賴。 5.2目标市场选择（Targeting）·····························14籟丛妈羥为贍偾蛏练淨。 5.3产品定位（Positioning）·······························15預頌圣鉉儐歲龈讶骅籴。 6营销组合···············································16渗釤呛俨匀谔鱉调硯錦。 6.1产品策略············································16铙誅卧泻噦圣骋贶頂廡。 6.2价格策略············································19擁締凤袜备訊顎轮烂蔷。 6.3渠道策略············································19贓熱俣阃歲匱阊邺镓騷。 6.4促销策略············································21坛摶乡囂忏蒌鍥铃氈淚。 7行动方案···············································27蜡變黲癟報伥铉锚鈰赘。 8费用预算···············································29買鲷鴯譖昙膚遙闫撷凄。 9方案调整···············································29綾镝鯛駕櫬鹕踪韦辚糴。 10结束语···································