上海地区除异味剂香味剂产品市场研究陈述报告.docVIP

附录二： 2004上海地区除异味剂/香味剂产品市场研究报告 上海工程技术大学广告系 2004.9 目录 Catalogue 摘要 提案要点~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~2 Summary Important points of presentation 前言 相关说明~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~3 Foreword Related elucidation 抽样方案说明Sampling project elucidation 访问方法说明interview method elucidation 统计方法说明 Statistics method elucidation 进度安排说明Degree of progress arrangement elucidation 数据说明Data elucidation 第一部分 行业综述~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~6 The first part Professions overview 市场概况General situation of marketing 主竞品牌Main opponent 第二部分 消费行为分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~12 The second part Consumes behavior analysis~ 上海市场消费概况The general situation of Shanghai market consumes 消费者消费行为描述The personal consumer’s behavior describes 消费单位消费行为描述The unit consumer’s behavior describes 第三部分 销售通路与终端分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~20 The third part Sale thoroughfare and terminal analysis 消费者消费渠道The outlet of personal consumer 消费单位产品来源The unit consumer’s product source 第四部分 广告与促销分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~21 The fourth part advertising and promotion analysis 广告主题The topic of advertisement 广告创意元素 The creativity element of advertisement 广告风格The style of advertisement 促销手段The means of promotion 第五部分 SWOT分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~25 The fifth part Analysis about SWOT Strength强势 Weakness弱势 Opportunity机会 Threat威胁 第六部分 我们的建议~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~26 The sixth part Our suggestion Product 产品 Price定价 Place通路 Promotion推广 附录 问卷及其他 Appendix questionnaires and others 消费者调查问卷 The consumer investigation questionnaire 消费单位电话调查问卷The unit telephone investigation questionnaire 原始数据库（见光盘）Primitive databa