租赁策划方案范文.docxVIP

租赁策划方案范文

目录

一、租赁策划方案概述........................................3

1.1方案背景.............................................4

1.2目标客户群体.........................................4

1.3项目定位.............................................5

二、市场调研与分析..........................................6

2.1市场环境分析.........................................8

2.1.1宏观经济环境.....................................9

2.1.2行业政策环境....................................11

2.1.3区域市场环境....................................12

2.2竞争对手分析........................................12

2.2.1竞争对手概况....................................13

2.2.2竞争优势分析....................................15

2.3目标市场分析........................................16

2.3.1目标市场概况....................................17

2.3.2消费者需求分析..................................18

三、租赁产品策划...........................................19

3.1产品定位............................................20

3.2产品特点............................................21

3.3产品线规划..........................................22

3.4产品定价策略........................................24

四、租赁渠道策略...........................................25

4.1渠道类型选择........................................26

4.1.1线上渠道........................................27

4.1.2线下渠道........................................29

4.2渠道拓展与维护......................................30

4.3渠道合作模式........................................31

五、营销推广策略...........................................33

5.1营销目标............................................34

5.2营销组合策略........................................35

5.2.1产品策略........................................36

5.2.2价格策略........................................37

5.2.3渠道策略........................................38

5.2.4促销策略........................................40

5.3营销活动策划........................................40

5.3.1线上活动........................................42

5.3.2线下活动..................................