【正文】 .................................................................................................. 9 消費(fèi)者 .......................................................................................................... 9 直接營銷環(huán)境 ............................................................................................... 9 （二）、微觀環(huán)境 ...................................................................................................... 9 供應(yīng)商 .......................................................................................................... 9 營銷中間商 ................................................................................................... 9 競爭對手分析 ............................................................................................. 10 替代產(chǎn)品威脅 ............................................................................................. 10 （三）、內(nèi)部環(huán)境 .................................................................................................... 10 ? SWOT分析 .................................................................................................. 10 四、營銷目標(biāo) ................................................................................................................. 11 （一） 利潤額 ........................................................................................................ 11 （二） 投資收益指標(biāo) ............................................................................................. 11 五、 目標(biāo)市場及產(chǎn)品定位 ............................................................................................. 11 （一）目標(biāo)市場 ...................................................................................................... 12 （二）產(chǎn)品定位 ...................................................................................................... 12 香酥板栗餅 ................................................................................................. 12 上海周記糕點(diǎn) ............................................................................................. 12 五、 營銷策略 ............................................................................................................... 12 二、經(jīng)營策略 .......................................................................................................... 12 三、 4P營銷戰(zhàn)略組合 .............................................................................................. 12 （一）產(chǎn)品策略 ............................................................................................... 12 （二）價格策略 ............................................................................................... 13 （三）渠道策略 ............................................................................................... 13 (四 )促銷策略 ................................................................................................... 14 七．執(zhí)行方案 ................................................................................................................. 14 （一）尋找貨源 ...................................................................................................... 14 （二）確定貨源、確定商家 .................................................................................... 14 （三）運(yùn)輸貨物 ...................................................................................................... 15 （四）貨物保障 ...................................................................................................... 15 （五）宣傳方案 ...................................................................................................... 15 （六）內(nèi)部人員信息交流方式 ................................................................................. 15 (七 ) 購買物品 ........................................................................................................ 15 （八）賬目資金管理 ............................................................................................... 15 （九）貨物展賣的人員分工 .................................................................................... 16 （十）布置攤位 ......................................................................................