内衣营销方案.docxVIP

内衣营销方案

目录

一、市场分析................................................3

1.1市场规模与增长趋势...................................4

1.2消费者需求分析.......................................5

1.3竞争对手分析.........................................6

二、产品策略................................................7

2.1产品定位.............................................9

2.2产品组合............................................10

2.3新产品开发..........................................11

2.4品牌形象塑造........................................12

三、价格策略...............................................13

3.1定价目标............................................14

3.2价格策略选择........................................15

3.3价格调整策略........................................16

四、渠道策略...............................................17

4.1渠道选择............................................18

4.2物流配送............................................20

4.3销售终端............................................21

4.4客户关系管理........................................22

五、促销策略...............................................23

5.1广告宣传............................................24

5.2促销活动策划........................................25

5.3公关活动............................................26

5.4社区营销............................................28

六、营销团队建设...........................................29

6.1团队组建............................................30

6.2培训与发展..........................................32

6.3绩效评估............................................33

七、营销预算与计划.........................................34

7.1预算制定............................................36

7.2营销计划实施........................................36

7.3风险控制............................................38

八、执行与监控.............................................39

8.1执行流程制定........................................40

8.2实时监控与调整......................................41

8.3营销效果评估........................................43

九、案例分析..................................