奇正營(yíng)銷(xiāo)策劃-wenkub
2022-08-19 21:11:56 本頁(yè)面
【正文】 ... 6 1. 市場(chǎng)背景分析 ....................................................................................... 6 2. 市場(chǎng)前景分析 ....................................................................................... 6 二、 行業(yè)分析 ................................................................................................... 7 1. 政策環(huán)境 ............................................................................................... 7 2. 經(jīng)濟(jì)環(huán)境 ............................................................................................... 7 3. 社會(huì)環(huán)境 ............................................................................................... 8 三、 競(jìng)爭(zhēng)環(huán)境分析 ........................................................................................... 8 1. 市場(chǎng)競(jìng)爭(zhēng)者分析 ................................................................................... 8 (1) 優(yōu)勢(shì) ................................................................................................. 8 (2) 劣勢(shì) ................................................................................................. 9 2. 行業(yè)競(jìng)爭(zhēng)者分析 ................................................................................... 9 (1) 確定競(jìng)爭(zhēng)對(duì)手 ................................................................................. 9 (2) 辨別競(jìng)爭(zhēng)對(duì)手的戰(zhàn)略 ..................................................................... 9 (3) 對(duì)競(jìng)爭(zhēng)對(duì)手的評(píng)估 ....................................................................... 10 四、 目標(biāo)消費(fèi)者分析 ..................................................................................... 11 1. 目標(biāo)消費(fèi)者 ......................................................................................... 11 2. 目標(biāo)消費(fèi)者在消痛方面的行為和態(tài)度 ............................................. 11 3. 消費(fèi)者分類及信息來(lái)源 ..................................................................... 11 (1) 從消費(fèi)者心理來(lái)劃分，主動(dòng)式消費(fèi)行為模式主要有兩種 ....... 11 (2) 信息來(lái)源 ....................................................................................... 11 (3) 影響購(gòu)買(mǎi)的主要因素 ................................................................... 12 4. 消費(fèi)者市場(chǎng)及購(gòu)買(mǎi)行為分析 ............................................................. 12 5. 目標(biāo)消費(fèi)群需求重點(diǎn) ......................................................................... 13 五、 SWOT 分析 ............................................................................................ 13 1. 優(yōu)勢(shì) ..................................................................................................... 13 2. 劣勢(shì) ..................................................................................................... 13 5 3. 機(jī)會(huì) ..................................................................................................... 14 4. 威脅 ..................................................................................................... 14 六、 產(chǎn)品市場(chǎng)定位 ......................................................................................... 14 1. 功能定位 ............................................................................................. 14 2. 目標(biāo)消費(fèi)人群定位 ............................................................................. 14 3. 訴求對(duì)象 ............................................................................................. 14 4. 目標(biāo)市場(chǎng) ..........................................................................................
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