母婴用品行业运营策划方案.docxVIP

母婴用品行业运营策划方案

目录

1.内容概述................................................3

1.1项目背景.............................................4

1.2目标与愿景...........................................5

1.3市场分析.............................................5

1.3.1行业趋势.........................................7

1.3.2竞争对手分析.....................................8

1.3.3目标市场定位.....................................9

2.行业分析...............................................10

2.1行业概述............................................11

2.2市场细分............................................12

2.3竞争格局............................................13

2.4行业法规与标准......................................14

3.产品策略...............................................15

3.1产品定位............................................16

3.2产品组合............................................18

3.3产品研发与管理......................................18

4.品牌建设...............................................19

4.1品牌理念与定位......................................21

4.2品牌传播策略........................................22

4.3品牌形象建设........................................23

5.营销策略...............................................25

5.1销售渠道............................................26

5.1.1线上销售........................................27

5.1.2线下销售........................................29

5.2推广活动............................................30

5.2.1公关活动........................................31

5.2.2促销活动........................................32

5.3客户关系管理........................................34

5.4价格策略............................................35

6.渠道策略...............................................37

6.1渠道选择与管理......................................38

6.2渠道合作模式........................................40

6.3渠道监控与评估......................................41

7.运营管理...............................................43

7.1供应链管理..........................................44

7.2库存管理........