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美特斯威邦市场营销策书_毕业论文
美
特
斯
邦
威
市
场
营
销
策
划
书
组员:关天赏、刘健智
目录
一、摘要··································································（3）
二、营销环境分析··························································（3）
（一）宏观市场分析························································（4）
（二）微观环境分析························································（5）
三、顾客分析······························································（5）
（一）地理特征····························································（5）
（二）心里与行为行征······················································（5）
四、 SWOT分析···························································· （6）
（一）企业优势与劣势························································（6）
（二） 机会、威胁、战略选择···················································（6）
五、营销战略······························································（6）
（一）营销目标····························································（7）
（二）目标市场····························································（7）
（三）市场定位····························································（7）
六、营销组合策略····························································（8）
（一）产品策略····························································（8）
（二）价格策略····························································（8）
（三）分销渠道策略························································（8）
（四）促销组合策略························································（9）
七、营销预算······························································（9）
八、方案调整······························································（9）
九、结语···································································（10）
十、 附录调查表····························································（11）
一、摘要
美特斯邦威集团公司始建于1995年，主要生产销售休闲系列服饰。目前拥有美特斯邦威上海、温州、北京、杭州、中山、重庆、成都、广州、沈阳、西安、天津、济南等分公司，在全国设有专卖店1500多家。
集团在国内服装行业率先采取“虚拟经营”模式，走品牌连锁经营的发展道路。1995年4月公司开设第一家“美特斯、邦威”专卖店。2001年，集团在坚持“虚拟经营”、稳步发展的基础上，全面启动品质管理工程，从品牌形象、产品设计与质量、市场拓展、销售服务和信息化管理等全过程提升管理品质，美特斯邦威集团由此发展成为中国休闲服饰行业的龙头企业之一。2003年，“美特斯邦威”羊毛衫被评为“
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