芒果香山北京地区品牌推广策划案.pdf
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目录
摘要 ·······································1
第1章 企业简介 ···································3
1.1品牌理念···································3
1.2产品概念 ·····································3
1.2.1产品定位 ···································3
1.2.2产品特色 ····································3
1.2.3产品价格. . . . . . . . . . . . . . . . . . . . . . .3
1.2.4产品系列. . . . . . . . . . . . . . . . . . . . . . .3
1.3消费者定位. . . . . . . . . . . . . . . . . . . . . . . . .4
1.4北京门店分布·······················4
1.5经营模式 ·························4
第2章 环境分析. . . . . . . . . . . . . . . . . . . . . . . . . .5
2.1宏观环境分析. . . . . . . . . . . . . . . . . . . . . . . . . 5
2.1.1人口环境 ······················5
2.1.2经济环境 ························5
2.1.3社会文化 ·······················6
2.1.4技术环境 ·······················6
2.1.5政治法律 ·······················6
2.2产品分析. . . . . . . . . . . . . . . . . . . . . . . . .7
2.2.1产品特性分析 ·······················7
2.2.2产品的品牌形象分析 ······················7
2.2.3产品定位分析 ·······················7
2.2.4产品生命周期分析 ·····················8
2.3 目标市场分析··························9
2.3.1行业成员面临竞争力·····················9
2.3.2行业吸引力·························9
2.3.3竞争对手的市场地位·····················9
2.3.4购买者的需求特征 ······················9
第3章 消费者分析···························10
第4章 竞争对手分析··························17
4.1 目标：经年的执着，恪守的原则··················17
4.2营销策略分析：多层次营销·····················17
4.2.1 日常营销···························17
4.2.2体验式营销 ··························17
4.2.3合作式营销 ··························17
4.2.4网页营销···························17
第5章 市场机会和问题分析. . . . . . . . . . . . . . . . . . . .18
5.1品牌在现实市场中的表现. . . . . . . . . . . . .
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