化妆品营销方案.docxVIP

化妆品营销方案

目录

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

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

1.2消费者分析...........................................5

1.2.1年龄分布.........................................7

1.2.2性别比例.........................................8

1.2.3收入水平.........................................8

1.2.4消费习惯........................................10

1.3竞争对手分析........................................10

1.3.1主要竞争对手概况................................11

1.3.2竞争优势与劣势..................................12

1.3.3市场份额........................................13

二、产品策略...............................................14

2.1产品定位............................................15

2.2产品特点与优势......................................16

2.3产品线规划..........................................17

三、价格策略...............................................18

3.1定价目标............................................19

3.2定价方法............................................20

3.3价格调整策略........................................22

四、渠道策略...............................................23

4.1渠道选择............................................24

4.1.1直销渠道........................................25

4.1.2代理商渠道......................................26

4.1.3电商渠道........................................27

4.2渠道管理............................................28

4.2.1分销渠道管理....................................29

4.2.2物流配送管理....................................31

4.3渠道合作............................................31

4.3.1合作伙伴选择....................................32

4.3.2合作模式........................................34

五、促销策略...............................................35

5.1广告宣传............................................36

5.2销售促销............................................37

5.3公关活动............................................39

5.4社区活动............................................40

六、营销团队建设.................