统一冰糖雪梨营销策划方案.docxVIP

统一冰糖雪梨营销策划方案

目录

1.营销策划方案概述........................................3

1.1策划背景.............................................3

1.2产品概述.............................................4

1.3营销目标.............................................5

2.市场分析................................................6

2.1目标市场分析.........................................8

2.2竞争对手分析.........................................9

2.3消费者行为分析......................................10

3.营销环境分析...........................................12

3.1经济环境分析........................................13

3.2政治法律环境分析....................................14

3.3社会文化环境分析....................................15

3.4技术环境分析........................................16

4.产品策略...............................................18

4.1产品定位............................................19

4.2产品组合策略........................................20

4.3产品开发与创新......................................21

5.价格策略...............................................23

5.1定价策略............................................24

5.2价格调整机制........................................25

5.3价格促销策略........................................27

6.推广策略...............................................27

6.1媒体选择............................................29

6.2广告策略............................................30

6.3促销活动............................................32

7.销售渠道管理...........................................33

7.1销售渠道选择........................................34

7.2渠道策略............................................35

7.3渠道合作伙伴管理....................................36

8.客户关系管理...........................................38

8.1客户服务策略........................................39

8.2客户反馈与建议......................................40

8.3忠诚度计划..........................................42

9.营销组织实施...........................................43

9.1营销团队建设........................................45

9.2营销预算与资金管理............................