宠物服装和用品实体专卖店营销策划书.pdfVIP

宠物服装和用品实体专卖店营销策划书 1 目 录 一、前言·····································································3 二、公司简介································································4 三、市场分析································································5 （一）市场调查······························································5 （二）消费者分析···························································5 （三）竞争者分析···························································5 （四）市场趋势 ·····························································6 四、营销战略································································7 （一）产品描述 ······························································7 （二）产品定位 ······························································8 （三）实体店的形式·························································8 （四）产品特点 ······························································8 （五）产品售后 ······························································8 （六）产品广告 ······························································8 2 一、前言： 随着人们生活水平的提高及独生子女的增加，越来越多的人喜欢饲养宠物，宠物可以帮 人们排忧解难，丰富业余生活。对宠物的宠爱，使得宠物用品成为21世纪的朝阳产业。据 调查，当一个地区的人均收入超过3000美金的时候，这个地区的消费习惯和生活休闲习惯 将发生巨大的转变。有专家机构指出，一旦过3000美金的标准，当地的宠物用品市场将按 照50%的速度递增。 另外，宠物用品的消费群体一般是富有的家庭和单身贵族，一般不计 较价钱，这给了宠物用品经营者非常大的空间。 目前，宠物经济的发展快速而又广泛，从食品、用品行业发展到医疗、服务行业，渐渐 渗透到我们的日常生活中。根据我搜集到的资料显示，目前国内对宠物用品市场的开发涉及 到的还主要是宠物食品方面，例如上海诺瑞宠物用品有限公司，奥丁宠物食品公司等，其都 是针对宠物食品的制造，而对宠物饰品尤其是服饰方面的还不是很多。这是一个很大的市场 漏洞。整个产品市场的规模： 目前宠物市场到底有多大，要根据人口比例来确定 据某某市财经日报报道：2010 年某某市人口总数将会达到***万，据调查研究，饲养 宠物的家庭约占总家庭数的7%，一般国内经济发达地区的宠物与居民比例为1∶10。 据新华社电，随着城市居民生活水平的提高，宠物狗逐渐进入城市居民家庭，而且数量不断 增加，据调查，宠物狗消费惊人，仅某某市6万条宠物狗一年花钱就超过2亿元。 据某某市小动物保护协会工作人员介绍，目前某某市已经注册挂牌的宠物狗有*万条左右， 加上不在册的，总数约有*万条，其中接近1/3的犬种是比较名贵的“贵族犬”，如苏格兰牧 羊犬、喜乐蒂、大白熊、松狮等，它们的身价在4000元至1万元之间。 曾组织某某市首届宠物比赛的卢光辉说，某某市饲养宠物者七成是老年人，他们饲养的基本 都是京叭、博美串等，价格基本不会超过100元。另外三成是年轻人，基本上是高收入的白 领阶