男士专用伞营销策划方案毕业论文.docx

2016届本科生毕业设计（论文）题目男士专用伞营销策划方案学生姓名刘备学号XXXXXXXXXXXX专业班级市场营销系部管理工程系指导老师诸葛亮完成日期2016.5男士专用伞营销策划方案摘 要经过系列研究，我们发现男性患皮肤癌的可能性女性的两倍，而且死亡率也远远高于女性。专家表示这个结果和男性本身的皮肤是没有关系的。导致这个结果的主要是男生在防晒问题上没有女性做的细致。男士们对防晒建议总是充耳不闻，也不采取及时必要的防护措施。针对这种情况，医生表示男士也应注意防晒。目前市场上可以为男士提供防晒的两种工具分别是：1.防晒品；2.棒球帽。不过大多数男士还是什么防晒措施都不采取。有一部分有防晒意识，但是防晒霜绝对不是他们的第一选择。有专家表示，很多男性之所以不愿涂防晒品是因为他们不喜欢防晒品那种油腻的感觉，而更倾向于戴棒球帽。但其实帽子的作用并不大，只能遮住脸的一部分，大多数还是遮不住的。不过，也正是因为如此，目前我国男士伞的市场还是空缺的，市场潜在顾客，消费潜力都很大。 本文确定整个男士专用伞设想的可行性，确定策划的目的，收集和分析策划信息，创意构思与提炼，最后再制定策划方案。旨在强调男士专用伞是男性生活中必备的生活用品。从客观严谨的市场调研分析入手，针对男士专用伞的市场潜力以及潜在需求进行分析。对市场的优势，劣势，面临的机会和威胁进行梳理，制定男士专用伞的SWOT战略以及确定男士专用伞的目标客户群体和男士专用伞的市场定位，价格策略，营销策略的研究。 经过一番研究与调查，可以得出以下结论：男士专用伞市场前景还是不错的，在当下这样一个大环境里：环境越来越恶劣，人们自我保护意识不断增强。等等条件都使男士专用伞具有一定的开发意义。最后，希望本文的研究成果能为其他类似项目带来一些借鉴和启发。关键词：男士专用伞；营销策划；SWOT ；STP；Marketing plan for mens umbrellaAbstractAfter a series of studies found that men are likely to develop skin cancer twice times the female, and the male mortality rate is much higher than female patients. Experts say this phenomenon first occurred and mens skin doesnt matter. Mainly because the boys in the Sun there is no women do meticulous. Men are always simply wont listen to Sun, so they will not take the necessary protective measures in a timely manner. Under such circumstances, doctors say men should also pay attention to Sun. Sun currently on the market can provide men with boys two commonly used methods are: 1. apply sunscreen 2. wear a baseball cap. But most of the men or what protective measures are not used. Some have a sunscreen, sunscreen is definitely not their first choice. Experts say that many men are unwilling to apply sunscreen because they dont like sunscreen that greasy feeling, and more inclined to wear a baseball cap. But the hat is not only part of the face, most still cant hide. However, because of this, our mens umbrella market is still vacant, market leads are great consumption potential. This article intends to use the questionnaire surveys in the form of the men-only t