【正文】 秦俑文化工藝品連鎖店1 工藝團(tuán)隊(duì)商業(yè)策劃書作品名稱： 秦俑文化工藝品連鎖店 班 級(jí)： 管理學(xué)院工商管理 081 隊(duì) 長(zhǎng)： 李華花 隊(duì) 員： 李華花 方海玲 曹列娟 郭萍萍 劉珊珊 吳江疆 陳彤 秦俑文化工藝品連鎖店2目錄目錄 ...........................................................................................................................................................2第一章 連鎖店概況 .............................................................................................................................4一．連鎖店名稱 ...............................................................................................................................4二．連鎖店宗旨 ...............................................................................................................................4三．連鎖店的標(biāo)志 ...........................................................................................................................4四． 連鎖店戰(zhàn)略 .............................................................................................................................5五． 組織和管理 .............................................................................................................................6第二章 營(yíng)銷環(huán)境分析 ...........................................................................................................................8一． 宏觀環(huán)境分析 .......................................................................................................................8經(jīng)濟(jì)環(huán)境的分析 ...............................................................................................................................8文化環(huán)境分析 ...................................................................................................................................9二．微觀環(huán)境的分析 .....................................................................................................................10消費(fèi)者分析 .....................................................................................................................................10供應(yīng)商分析 .....................................................................................................................................13第三章 市場(chǎng)分析 .................................................................................................................................14一． 市場(chǎng)背景 ...............................................................................................................................14二． 市場(chǎng)介紹 ...............................................................................................................................15三． 市場(chǎng)機(jī)會(huì) ...............................................................................................................................15四． 市場(chǎng)分析 ...............................................................................................................................16第四章 SWOT 分析 ..........................................................................................................................17一． 競(jìng)爭(zhēng)優(yōu)勢(shì)(S) ..........................................................................................................................17二．劣勢(shì)(W) ..................................................................................................................................17三． 機(jī)會(huì)(O) .................................................................................................................................17四． 威脅(T) ..................................................................................................................................18第五章 目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略 ...............................................................................................................19一 市場(chǎng)細(xì)分 ...................................................................................................................................19二 市場(chǎng)選擇 ...................................................................................................................................20三 市場(chǎng)定位 ...................................................................................................................................21第六章 目標(biāo)市場(chǎng)的營(yíng)銷戰(zhàn)略 ...............................................................................................................22一．市場(chǎng)細(xì)分 .................................................................................................................................22二．市場(chǎng)選擇 .................................................................................................................................23三．市場(chǎng)定位 .................................................................................................................................24第七章 目標(biāo)市場(chǎng)營(yíng)銷組合 ...................................................................................................................25一．產(chǎn)品策略 .................................................................................................錯(cuò)誤！未定義書簽。秦俑文化工藝品連鎖店3二．價(jià)格策略 .................................................................................................................................33三．渠道策略 .................................................................................................................................38四．促銷策略 .................................................................................................................................44第八章 財(cái)務(wù)分析 ................................................................................................................................52一．融資需求與投向 .....................................................................................................................52二． 數(shù)據(jù)預(yù)算 .......................................................................................................................52三．財(cái)務(wù)報(bào)表分析 .........................................................................................................................70