新產(chǎn)品上市策劃方案書(shū)參考

1、1新產(chǎn)品上市策劃方案策劃名稱：XX新產(chǎn)品上市策劃方案所在班級(jí)：策劃團(tuán)隊(duì)：策劃時(shí)間：3目錄一市場(chǎng)分析市場(chǎng)分析..................................................................................................................31.1企業(yè)的宏觀環(huán)境以及行業(yè)分析....................................

2、...............................31.2消費(fèi)者對(duì)產(chǎn)品的偏好分析...........................................................................41.3競(jìng)爭(zhēng)產(chǎn)品分析.........................................................................................

3、......41.4新產(chǎn)品上市的競(jìng)爭(zhēng)狀況...............................................................................4二新品分析新品分析...............................................................................................................

4、...42.1新產(chǎn)品特點(diǎn)描述...........................................................................................42.2新產(chǎn)品核心利益點(diǎn)分析...............................................................................4三新品新品SWOT分析分析........

5、............................................................................................43.1新產(chǎn)品優(yōu)勢(shì)...................................................................................................43.2新產(chǎn)品劣勢(shì)...........

6、........................................................................................43.3新產(chǎn)品機(jī)會(huì)點(diǎn)...............................................................................................43.4新產(chǎn)品威脅點(diǎn).................

7、..............................................................................4四產(chǎn)品定位產(chǎn)品定位..................................................................................................................54.1市場(chǎng)細(xì)分..........

8、.............................................................................................54.2目標(biāo)市場(chǎng)選擇...............................................................................................64.3市場(chǎng)定位..............

9、.........................................................................................6五定價(jià)策略定價(jià)策略..................................................................................................................7六推廣目標(biāo)推

10、廣目標(biāo)..................................................................................................................76.1營(yíng)銷目標(biāo)...............................................................................................

11、........76.2具體目標(biāo)（目標(biāo)明確、具體、具有可行性）...........................................7七推廣策略推廣策略..................................................................................................................77.1廣告語(yǔ)、廣告主題設(shè)計(jì)........

12、.......................................................................77.2公關(guān)活動(dòng)宣傳活動(dòng)安排...............................................................................77.3其他促銷活動(dòng)..............................................

13、.................................................77.4媒介選擇.......................................................................................................8八經(jīng)費(fèi)預(yù)算經(jīng)費(fèi)預(yù)算..................................................

14、................................................................8九效果評(píng)估效果評(píng)估..................................................................................................................89.1績(jī)效評(píng)價(jià)指標(biāo)......................