美特斯邦威m策划书.docx

美特斯邦威m策划书 　　篇一：美特斯邦威市场营销策划书　　美特斯邦威市场营销策划书　　目录 　　一：概述··································································（2） 二：营销环境分析··························································（2） 　　（一）宏观市场分析························································（2）　　（二）微观环境分析························································（2）　　（三）营销环境结果分析（swot）·············································（4） 三：市场细分······························································（4）　　（一）目标市场策略························································（4）　　（二）产品分析····························································（4） 四：目标设定······························································（5）　　（一）策划的目的··························································（5）　　（二）目标市场····························································（5）　　（三）市场定位····························································（5）　　（四）需要解决的问题······················································（5）　　（五）解决问题的可行方法··················································（5） 五：产品策略······························································（5）　　（一）产品的名称··························································（5）　　（二）产品的性能··························································（5）　　（三）产品的材质··························································（6）　　（四）产品的包装　　（五）产品的定位··························································（6）　　（六）产品的定价策略······················································（6）　　（七）产品的销售渠道策略··················································（7）　　（八）产品的整合营销传播策略··············································（8） 六：广告策略······························································（8）　　（一）广告目标····························································（8）　　（二）目标受众····························································（8）　　（三）广告创意的概念······················································（8）　　（四）广告的主题··························································（9）　　（五）广告口号····