【正文】 品牌策略—— 少兒網(wǎng) .......................................................................................................................32 服務(wù)策略 ...........................................................................................................................................33 定價(jià)策略 ...........................................................................................................................................34 定價(jià)方法 ........................................................................................................................................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(shè)計(jì)—— 根據(jù)不同的渠道進(jìn)行選擇性分銷 ............................................................38 渠道建設(shè)的目標(biāo) ............................................................................................................................38 各階段渠道選擇方案 ....................................................................................................................39 渠道的管理和維護(hù) ...........................................................................................................................40 促銷策略 ...........................................................................................................................................40 第六部分 市場(chǎng)預(yù)測(cè) 宏觀環(huán)境—— PEST 分析 .................................................................................................................42 政策法律環(huán)境 ................................................................................................................................42 4 / 95 國(guó)家對(duì)青少年教育事業(yè)政策的支持 .........................................................................................42 國(guó)家對(duì)動(dòng)漫產(chǎn)業(yè)的政策支持 .....................................................................................................42 國(guó)家對(duì)知識(shí)產(chǎn)權(quán)的法律保護(hù) .....................................................................................................43 經(jīng)濟(jì)環(huán)境 ........................................................................................................................................43 國(guó)家對(duì)教育事業(yè)的經(jīng)濟(jì)投入 .....................................................................................................43 國(guó)家對(duì)動(dòng)漫產(chǎn)業(yè)的經(jīng)濟(jì)投入..................................................................................................43 社會(huì)人文環(huán)境 ................................................................................................................................44 社會(huì)人口構(gòu)成 .............................................................................................................................44 全國(guó)網(wǎng)民比例 .............................................................................................................................44 技術(shù)環(huán)境 ........................................................................................................................................45 互聯(lián)網(wǎng)發(fā)展 .................................................................................................................................45 科技研究重點(diǎn) .............................................................................................................................45 行業(yè)分析 ...........................................................................................................................................45 行業(yè)現(xiàn)狀 ........................................................................................................................................45 行業(yè)發(fā)展態(tài)勢(shì) ................................................................................................................................46 行業(yè)概況 ........................................................................................................................................47 行業(yè)小結(jié) ........................................................................................................................................47 ...........................................................................................................................................48 主要競(jìng)爭(zhēng)對(duì)手 ................................................................................................................................48 潛在競(jìng)爭(zhēng)對(duì)手 ................................................................................................................................48 替代品 ............................................................................................................................................49 兒童知識(shí)書籍、動(dòng)漫書籍、網(wǎng)絡(luò)游戲、動(dòng)漫動(dòng)畫 .................................................................49 專門的博客網(wǎng)站和大型網(wǎng)站的博客欄目 .................................................................................49 5 / 95 目標(biāo)客戶 ...........................................................................................................................................49 目標(biāo)市場(chǎng) ...........................................................................................................................................49 評(píng)估細(xì)分市場(chǎng) ................................................................................................................................49 選擇目標(biāo)市場(chǎng) ................................................................................................................................50 第七部分 營(yíng)銷計(jì)劃 消費(fèi)者的特點(diǎn) ...................................................................................................................................50 產(chǎn)品的特性 .......................................................................................................................................51 市場(chǎng)營(yíng)銷 ...........................................................................................................................................52 市場(chǎng)營(yíng)銷渠道 ....................................................................................