原创力文档- 1、本文档共12页，可阅读全部内容。
- 2、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。
- 3、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
查看更多
PAGE
PAGE 11
天使礼品店营销策划书
班级： 经管学院09国贸
学号： 200910302010
策划人： * *
委托方： 天 使 礼 品 店
任课教师： *** 教授
2011年12月
前 言
本人于2011年11月，应天使礼品店的要请，在协同本团队成员经过精心调查，深入研究，共同努力下完成了相关问题的调研工作。再经过我们后期对资料的整理、总结而写出了这篇营销策划书。
由于天使礼品店希望在攀大开辟大市场，增加礼品销售量，扩大在这个市场的占有率，挖掘潜在的客户。而委托与我对这个市场进行相关的研究，希望能借此达到公司目的。
在完成这个营销策划书过程中。我们首先是设计礼品的问卷调查的问卷，然后到攀大校园内对同学进行了调查并统计分析数据，共同讨论了调查报告写成了市场调研报告。通过调查我认为就本地的市场而言也是也是挺有潜力的。就宏观环境而言在中国整个行业也是很有前途的，到目前为止整个行业还没有形成大规模的、专业化的礼品企业，如果能借着这个机会成为这个行业的龙头企业，那么这个企业的利润也是挺可观的。这也是礼品店或企业的最终目标。
目 录
一、摘要·································································4
二、环境分析·····························································4
1. 现状及前景························································4
2.影响因素···························································5
三、机会分析·····························································5
1.SWOT分析··························································5
2. 目前营销现状······················································6
3.产品特点···························································6
四、战略及行动方案·······················································6
1、营销宗旨··························································6
2、产品策略··························································7
3、价格策略···························································7
4、销售渠道··························································7
5、广告宣传···························································8
6、具体行动方案························································8
五、营销目标······························································9
1.总销售量····························································9
2.预计毛利···························································9
3.市场占有率··························································9
六、营销费用·····························································10
七、结论·····························································
文档评论（0）