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