产品营销与市场拓展手册.docVIP

产品营销与市场拓展手册

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产品营销与市场拓展手册详细内容如下：

第一章：产品营销战略规划

1.1产品定位与目标市场分析

产品定位是营销战略中的核心环节，它决定了产品在市场中的竞争地位和发展方向。我们需要对产品进行明确定位，以突出其在目标市场中的竞争优势。

1.1.1产品定位

（1）产品特性分析：对产品的功能、质量、外观、价格等方面进行全面分析，找出其独特之处。

（2）市场需求分析：研究目标市场对产品的需求，了解消费者期望和需求变