【正文】 .....................................................................34 渠道策略 ...........................................................................................................................................35 渠道總體戰(zhàn)略規(guī)劃—— 三步走戰(zhàn)略 ............................................................................................35 分銷渠道的設計—— 根據不同的渠道進行選擇性分銷 ............................................................38 渠道建設的目標 ............................................................................................................................38 各階段渠道選擇方案 ....................................................................................................................39 渠道的管理和維護 ...........................................................................................................................40 促銷策略 ...........................................................................................................................................40 第六部分 市場預測 宏觀環(huán)境—— PEST 分析 .................................................................................................................42 政策法律環(huán)境 ................................................................................................................................42 4 / 95 國家對青少年教育事業(yè)政策的支持 .........................................................................................42 國家對動漫產業(yè)的政策支持 .....................................................................................................42 國家對知識產權的法律保護 .....................................................................................................43 經濟環(huán)境 ........................................................................................................................................43 國家對教育事業(yè)的經濟投入 .....................................................................................................43 國家對動漫產業(yè)的經濟投入..................................................................................................43 社會人文環(huán)境 ................................................................................................................................44 社會人口構成 .............................................................................................................................44 全國網民比例 .............................................................................................................................44 技術環(huán)境 ........................................................................................................................................45 互聯(lián)網發(fā)展 .................................................................................................................................45 科技研究重點 .............................................................................................................................45 行業(yè)分析 ...........................................................................................................................................45 行業(yè)現(xiàn)狀 ........................................................................................................................................45 行業(yè)發(fā)展態(tài)勢 ................................................................................................................................46 行業(yè)概況 ........................................................................................................................................47 行業(yè)小結 ........................................................................................................................................47 ...........................................................................................................................................48 主要競爭對手 ................................................................................................................................48 潛在競爭對手 ................................................................................................................................48 替代品 ............................................................................................................................................49 兒童知識書籍、動漫書籍、網絡游戲、動漫動畫 .................................................................49 專門的博客網站和大型網站的博客欄目 .................................................................................49 5 / 95 目標客戶 ...........................................................................................................................................49 目標市場 ...........................................................................................................................................49 評估細分市場 ................................................................................................................................49 選擇目標市場 ................................................................................................................................50 第七部分 營銷計劃 消費者的特點 ...................................................................................................................................50 產品的特性 .......................................................................................................................................51 市場營銷 ...........................................................................................................................................52 市場營銷渠道 ................................................................................................................................52 渠道總體戰(zhàn)略規(guī)劃—— 三步走戰(zhàn)略 .........................................................................................52 分渠道的設計—— 根據不同的服務進行選擇性分銷 ................................................................54 渠道建設的目標 ............................................................................................................................55 各階段渠道選擇方案 ............................................................................................................