【正文】 .................. 17 發(fā)展戰(zhàn)略 ........................................................................................................... 17 運作策略 ........................................................................................................... 18 ......................................................................................... 18 品牌的知名度 .................................................................................................... 18 品牌的美譽度 .................................................................................................... 18 ........................................................................... 19 關(guān)于百雀羚品牌策劃書 3 市場情況 ........................................................................................................... 19 市場反映 ........................................................................................................... 19 ............................................................................................ 19 位策略比較 ....................................................................... 20 .................................................................................. 20 SWOT 分析 .................................................................................................. 20 品牌優(yōu)勢 ........................................................................................................... 20 品牌劣勢 .......................................................................................................... 21 品牌機會 .......................................................................................................... 21 品牌威脅 .......................................................................................................... 21 七、品牌設(shè)計 ................................................................................................................. 22 ....................................................................................................... 22 、中期、遠期發(fā)展方向 .................................................................................. 22 近期發(fā)展方向：儲備人才 ................................................................................... 22 中期發(fā)展方向：合作中尋找不足 ........................................................................ 22 遠期發(fā)展方向：獨立自主 ................................................................................... 22 八、品牌規(guī)劃 ................................................................................................................. 23 ................................................................................................ 23 ....................................................................................................... 23 ....................................................................................................... 24 ................................................................................................ 24 ....................................................................................................... 24 6. 市場目標 ............................................................................................................ 25 企業(yè)目標： ........................................................................................................ 25 廣告目標： ........................................................................................................ 25 .............................................................................................................. 25 產(chǎn)品賣點提煉 .................................................................................................... 26 產(chǎn)品細分策略 ................................................................................................... 27 產(chǎn)品發(fā)展策略 ................................................................................................... 28 .............................................................................................................. 28 定價策略 ........................................................................................................... 28 相關(guān)產(chǎn)品價格策略 ............................................................................................. 29 .............................................................................................................. 30 ............................................................................................................ 30 九、品牌建設(shè) ................................................................................................................. 31 .............................................................................................................. 31 品牌文化形象包裝方案 ..................................................................................... 31 .............................................................................................................. 32 渠道設(shè)計方案 ................................................................................................... 32 渠道拓展方案 .................................................................................................... 33 渠道促銷方案 ................................................................................................... 33 渠道管理方案 .................................................................................................... 33 .............................................................................................................. 34 終端促銷方案 .................................................................................................... 34 關(guān)于百雀羚品牌策劃書 4 終端美化方案 .................................................................................................... 34 終端管理方案 .....................................................