德芙巧克力市场营销方案.ppt

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。 目录 前言·····················································································································-1- 一、市场环境分析（SWOT分析）··········································································-2- （一）市场需求分析···················································································-2- （二）市场竞争分析···················································································-3- 优势·································································································-3- 劣势·································································································-4- 机会·································································································-5- 威胁·································································································-6- 二、产品线策略··································································································-7- 三、营销策略······································································································-8- （一）市场细分···························································································-8- （二）市场目标··························································································-10- （三）市场定位··························································································-11- 四、强势终端陈列······························································································-12- 五、结束语·········································································································-16- 前言 提起巧克力你不能回避中国市场第一品牌德芙。那么，德芙是如何在竞争白热化的市场里屡创佳绩、遥遥领先呢？德芙是世界最大的宠物食品和休闲食品制造商玛氏公司在中国推出的系列产品之一，1989年进入中国，1995年成为中国排块巧克力的领导品牌，现已独占中