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巧克力策划的方案

发布时间：2023-04-13 11:45:12 来源：文档文库

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歌帝梵巧克力公司营销方案

班级：工商102/103/104姓名（学号）：吴斌**********姓名（学号）：陈晓晓**********姓名（学号）：单汐苒**********姓名（学号）：郑细静**********姓名（学号）：柴华**********

目录
1前言.............................................................12形象分析.........................................................2
2.1优势.....................................................2
2.1.1品牌优势.......................................22.1.2质量优势：.....................................22.1.3产品优势.......................................2
2.2劣势.....................................................2
2.2.1价格高.........................................3
2.2.2缺乏对中国市场的了解...................................32.2.3消费者对巧克力的误解...................................32.3机会....................................................3
2.3.1宁波市民收入提高...............................32.3.2宁波市民素质提高...............................32.3.3经验丰富.......................................32.3.3市场的开放.....................................4
2.4威胁....................................................4
2.4.1顾客的偏好.....................................42.4.2业内竞争.......................................4
3STP分析..........................................................4
3.1市场细分.................................................43.2确定目标市场.............................................43.3市场定位.................................................5
4目标战略.........................................................5
4.1总体目标.................................................54.2具体目标.................................................5
5创意说明.........................................................56媒体策略.........................................................5
6.1印刷媒体.................................................56.2电视媒体.................................................56.3网络媒体.................................................6
7总体活动计划.....................................................6
7.1活动计划.................................................67.2具体活动安排.............................................6
7.2.1探寻优质单身男女...............................67.2.2相约情人节.....................................7
8经费预算.........................................................99效果展望.........................................................9
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