企业管理企划书.doc

PAGE PAGE 1 TOC \o 1-3 \h \u HYPERLINK \l _Toc341612674 1． 执行总结 PAGEREF _Toc341612674 \h 3 HYPERLINK \l _Toc341612675 1.1 公司介绍 PAGEREF _Toc341612675 \h 3 HYPERLINK \l _Toc341612676 1.2 产品及服务 PAGEREF _Toc341612676 \h 3 HYPERLINK \l _Toc341612677 1.3 目标市场 PAGEREF _Toc341612677 \h 3 HYPERLINK \l _Toc341612678 1.4 管理团队 PAGEREF _Toc341612678 \h 4 HYPERLINK \l _Toc341612679 1.5发展战略 PAGEREF _Toc341612679 \h 4 HYPERLINK \l _Toc341612680 2.产品及服务 PAGEREF _Toc341612680 \h 5 HYPERLINK \l _Toc341612681 2.1产品背景 PAGEREF _Toc341612681 \h 5 HYPERLINK \l _Toc341612682 2.2产品 PAGEREF _Toc341612682 \h 6 HYPERLINK \l _Toc341612683 2.3服务 PAGEREF _Toc341612683 \h 9 HYPERLINK \l _Toc341612684 3．材料来源 PAGEREF _Toc341612684 \h 10 HYPERLINK \l _Toc341612685 4.市场机会 PAGEREF _Toc341612685 \h 10 HYPERLINK \l _Toc341612686 4.1市场调查和分析总体概括 PAGEREF _Toc341612686 \h 10 HYPERLINK \l _Toc341612687 4.1.1中国手工坊市场的现状 PAGEREF _Toc341612687 \h 10 HYPERLINK \l _Toc341612688 4.2市场特征 PAGEREF _Toc341612688 \h 13 HYPERLINK \l _Toc341612689 4.2.1手工制品市场宏观环境 PAGEREF _Toc341612689 \h 13 HYPERLINK \l _Toc341612690 4.2.2手工制品市场消费者消费偏好、消费心理分析 PAGEREF _Toc341612690 \h 14 HYPERLINK \l _Toc341612691 4.2.3手工制品实用化 PAGEREF _Toc341612691 \h 14 HYPERLINK \l _Toc341612692 4.2.4手工制品情感化 PAGEREF _Toc341612692 \h 14 HYPERLINK \l _Toc341612693 4.2.5市场环境 PAGEREF _Toc341612693 \h 15 HYPERLINK \l _Toc341612694 4.2.6手工制品文化 PAGEREF _Toc341612694 \h 15 HYPERLINK \l _Toc341612695 4.2.7市场冲击 PAGEREF _Toc341612695 \h 16 HYPERLINK \l _Toc341612696 4.2.8竞争分析 PAGEREF _Toc341612696 \h 16 HYPERLINK \l _Toc341612697 5．市场营销 PAGEREF _Toc341612697 \h 18 HYPERLINK \l _Toc341612698 5.1营销目标 PAGEREF _Toc341612698 \h 18 HYPERLINK \l _Toc341612699 5.2行动措施 PAGEREF _Toc341612699 \h 19 HYPERLINK \l _Toc341612700 5.3产品策略 PAGEREF _Toc341612700 \h 19 HYPERLINK \l _Toc341612701 5.3.1产品方向 PAGEREF _Toc341612701 \h 19 HYPERLINK \l _Toc341612702 5.3.2部分产品简介 PAGEREF _Toc341612702 \h 20 HYPERLINK \l _Toc34161270