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目录




一、企业及产品介绍
................. .................................................. ......................................3

二 、市场环境分析........................................... .................................................. .........................3

2.1.宏观分析 ..... .................................................. .................................................. ............................ 3

2.2.内外部竞争环境
.............................. .................................................. ............................................ 4

2.2.1.
优势............................ .................................................. .................................................. ..... 4

2.2.2.
劣势.................... .................................................. .................................................. ............. 5

2.2.3.
机会............ .................................................. .................................................. ..................... 5

2.2.4.
威胁.... .................................................. .................................................. ............................. 5

2.2.5.

竞争分析
...................... .................................................. .................................................. . 6

三、市场细分 .............................. .................................................. .............................................7

3.1.目标市场 ................................ .................................................. .................................................. . 8

3.2.目标群体分析 .......................... .................................................. ................................................. 8

2

3.3.市场定位 ............ .................................................. .................................................. ..................... 9

四、营销策略 .......... .................................................. .................................................. ............. 11

4.1.营销思路 ............... .................................................. .................................................. ................ 11

4.2.实施手段 ............ .................................................. .................................................. ................... 12

五、广告策略 ........... .................................................. .................................................. ............ 13

5.1.广告媒体 ................ .................................................. .................................................. ............... 12

5.2.推广 ............... .................................................. .................................................. ........................ 13

5.3.宣传报道 .... .................................................. .................................................. ........................... 13

六、成效 ..... .................................................. .................................................. ......................... 13
















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