万科商业街营销策划方案.docxVIP

万科商业街营销策划方案

目录

一、项目背景与目标..........................................2

1.1项目概述.............................................2

1.2营销策划目的.........................................3

1.3营销策划意义.........................................4

二、市场分析................................................5

2.1行业概况.............................................7

2.2竞争对手分析.........................................8

2.3目标客户需求分析.....................................9

2.4市场趋势预测........................................10

三、营销策略...............................................11

3.1产品策略............................................13

3.1.1产品定位........................................14

3.1.2产品特色........................................15

3.2价格策略............................................16

3.2.1定价依据........................................17

3.2.2价格区间........................................18

3.3渠道策略............................................19

3.3.1销售渠道选择....................................20

3.3.2物流配送体系....................................21

3.4促销策略............................................22

3.4.1节假日促销......................................23

3.4.2年度促销活动....................................24

四、营销执行计划...........................................25

4.1营销团队组建........................................27

4.2营销预算制定........................................28

4.3营销活动实施步骤....................................30

4.4营销效果评估........................................30

五、风险评估与应对措施.....................................31

5.1市场风险............................................32

5.2竞争风险............................................33

5.3法律风险............................................34

5.4品牌风险............................................35

六、营销策划效果预测与总结.................................37

6.1预期营销效果........................................37

6.2营销策划成功要素....................................38

6.3营销策划总结与建议.................................