市场营销方案

市场营销方案

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 市场营销课程设计
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 题 目： 娃哈哈在长春市重庆路的新品营销方案 专 业： 国际经
济与贸易
 班 级： 090502
 姓 名：
 指导老师：
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 2011 年6 月25 日
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 目 录
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 一、计划摘要...................................................................................................1
 二、宏观环境...................................................................................................1
 （一）经济环境 ..............................................................................................1
 （二）技术环境...............................................................................................1
 （三）社会文化环境 .................................................................................................. 1
 三、娃哈哈企业的现状与背景 ................................................................................ 1
 （一）消费者对娃哈哈的认知度...................................................................1
 （二）市场的竞争力.......................................................................................2
 （三）主体的营销模式...................................................................................2
 四、重庆路的市场概况 .............................................................................................. 2
 （一）重庆路商圈的概况...............................................................................3
 （二）重庆路的市场区位优势 ................................................................................ 5
 五、市场需求 ................................................................................................................ 5
 六、营销战略 ................................................................................................................ 5
 （一）市场定位...............................................................................................6
 （二）目标市场...............................................................................................6
 （三）目标顾客 ........................................................................................................... 6
 （四）圈摊式方案 ....................................................................................................... 6
 七、实施方案...................................................................................................6
 （一）促销时间安排.......................................................................................6
 （二）促销人员...............................................................................................6
 （三）摊主与配货人员的配合.......................................................................7
 （四）促销方式 .................................................................................. ......................... 7
 八、 方案的支出预算.....................................................................................8
 九、 控制 ....................................................................................................................... 9
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