市场营销策划报告(范文).doc

浙江万里学院《市场营销学》营销策划报告题目：宁波优适隐形眼镜有限公司营销策略设计专 业: 会展经济与管理 班 级： 任课教师： 徐祺娟 小组成员： 组 长： 2目 录一、宁波优适隐形眼镜当前营销背景 ....................................................................................4（一） 企业概况 ............................................................................................................4（二） 合作伙伴 ..............................................................................................................4（三） 发展状况 ............................................................................................................4（四） 知名度与美誉度 ................................................................................................4二、优适隐形眼镜外部环境分析 ............................................................................................4（一）宏观环境状况 ........................................................................................................41. 国家的相关政策 ................................................................................................42. 技术环境 ............................................................................................................53. 人口环境 ............................................................................................................54. 经济环境 ............................................................................................................55. 自然环境 ............................................................................................................56. 校园文化环境 ....................................................................................................5（ 二 ） 竞争对手分析 ..................................................................................................6一、行业竞争对手 ....................................................................................................6（三）消费者特征及购买行为分析 ................................................................................71.消费群的年龄区域 .................................................................................................72.消费群的职业构成 .................................................................................................73.消费者隐形眼镜获得方式的差异性 .....................................................................74.消费者选择隐形眼镜的关注因素 .........................................................................7（四）机会/威胁分析 ......................................................................................................81．机会 ......................................................................................................................82．威胁 ......................................................................................................................8三、内部环境分析 ....................................................................................................................8（一）财务分析 ................................................................................................................8（二）资源分析 ................................................................................................................8（三）能力分析 ................................................................................................................91． 组织管理能力 ..................................................................................................92．制造技术能力 ......................................................................................................933．市场拓展能力 ......................................................................................................9（四）优势/劣势分析 ....................................................................................................101．优势 ....................................................................................................................102．劣势 ....................................................................................................................10四、营销目标和营销战略 ......................................................................................................11（一）营销目标 ..............................................................................................................11（二）市场细分 ..............................................................................................................11（三）目标市场选择 ......................................................................................................11（四）市场定位 ..............................................................................................................12（五）竞争战略 ..............................................................................................................12五、营销策略分析 ..................................................................................................................12（一）品牌策略 ..............................................................................................................13（二）产品策略 ............................................................................................................。