【文章內(nèi)容簡(jiǎn)介】 ......69 品牌與包裝策略 ..................................................................................................................71 品牌 .........................................................................................................................71 包裝 .........................................................................................................................72 定價(jià)策略 .............................................................................................................................72 影響定價(jià)因素 ...........................................................................................................72 定價(jià)策略 ..................................................................................................................73 分銷策略 .............................................................................................................................74 分銷渠道的建設(shè) ........................................................................................................74 分銷模式介紹 ...........................................................................................................75 ①零級(jí)渠道：制造商 —— 終端客戶 ...............................................................................75 ③直接銷售 ..................................................................................................................75 ④深度分銷模式即區(qū)域滾動(dòng)銷售 ...................................................................................75 促銷策略 .............................................................................................................................76 人員推銷 ..................................................................................................................76 廣告策略 ..................................................................................................................77 公共關(guān)系策略 ...........................................................................................................79 體驗(yàn)式營(yíng)銷 ........................................................................................................................79 服務(wù)市場(chǎng)策略 .....................................................................................................................80 水平營(yíng)銷策略 ....................................................................................................................82 第九章 投資與回報(bào) ...........................................................................................................................83 股本結(jié)構(gòu)與規(guī)模 ..................................................................................................................83 資金來(lái)源與運(yùn)用 ..................................................................................................................84 會(huì)計(jì)報(bào)表 .............................................................................................................................85 主要財(cái)務(wù)假設(shè) ...........................................................................................................85 銷售預(yù)算表 ...............................................................................................................86 成本費(fèi)用預(yù)算表 ........................................................................................................86 會(huì)計(jì)報(bào)表分析 ......................................................................................................................87 重要數(shù)據(jù)提示 ...........................................................................................................87 比率及趨勢(shì)分析 ........................................................................................................87 投資收益與風(fēng)險(xiǎn)分析 ...........................................................................................................88 投資凈現(xiàn)值 .........................................................................................................................89 投資回收期 .........................................................................................................................89 內(nèi)含報(bào)酬率 .........................................................................................................................90 ...................................................................................................................90 .....................................................................................................................91 ............................................................................................................................94 第十章 風(fēng)險(xiǎn)及回避 ...........................................................................................................................94 ...................................................................................................................................94 .................................................................................................................94 .................................................................................................................95 ............................................................................................................................95 ...................................................................................................95 .................................................................................................................95 ...................................................................................................95 .................................................................................................................96 .................................................................................................................97 .................................................................................................................97 ....................................................................................