香水營銷策劃案

1、自主品牌：GJ 之韻味系列香水營銷策劃案姓 名：甘 靜專 業(yè)：市場營銷班 級：092012學(xué) 號：09201201沈陽理工大學(xué)應(yīng)用技術(shù)學(xué)院經(jīng)濟管理學(xué)院二〇一一年 11 月目 錄前 言 ...............................................................................................................

2、.............I目 錄 ...........................................................................................................................II摘 要........................................................................

3、....................................................11 市場環(huán)境分析............................................................................................................21.1 宏觀環(huán)境分析........................................

4、...........................................................21.1.1 經(jīng)濟環(huán)境分析.........................................................................................21.1.2 文化分析................................................

5、.................................................21.2 微觀環(huán)境分析...................................................................................................21.2.1 消費者環(huán)境分析...............................................

6、......................................21.2.2 競爭者環(huán)境分析.....................................................................................31.3 市場定位..........................................................................

7、.................................31.3.1 目標(biāo)市場.................................................................................................31.3.2 市場定位....................................................................

8、.............................32 SWOT 分析 ................................................................................................................43 產(chǎn)品策略.............................................................

9、.......................................................43.1 產(chǎn)品定位...........................................................................................................43.2 產(chǎn)品包裝........................................

10、...................................................................53.2.1 包裝目標(biāo).................................................................................................53.2.2 包裝創(chuàng)意..................................

11、...............................................................54 價格策略....................................................................................................................55 分銷渠道...........................

12、.........................................................................................66 廣告策略....................................................................................................................66.1 廣告投

13、放目標(biāo)人群...........................................................................................66.2 廣告目標(biāo)...........................................................................................................66.2.1 企

14、業(yè)目標(biāo).................................................................................................66.2.2 形象廣告目標(biāo).........................................................................................76.2.3 產(chǎn)品廣告目標(biāo).....