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篇一：富平柿饼营销策划

营销策划课程实验报告

富平柿饼营销策划

小组成员：

指导教师：完成时间：考核成绩：

20XX年12月

目录

一、策划概要................................................. ................................................... ...............................3二、环境分析................................................. ................................................... . (3)

1.宏观环境：............................................... ................................................... .........................32.微观环境：............................................... ................................................... . (4)

（1）企业内部环境：............................................... ................................................... ...4（2）顾客：............................................... ................................................... ...................4（3）竞争者：............................................... ................................................... (4)

三、swoT分析................................................. ................................................... (4)

1.优

................................................... ...................................42.劣势................................................. ................................................... ...................................53.机会................................................. ................................................... ...................................54.威胁................................................. ................................................... ...................................5四、市场选择与定位................................................. ................................................... . (5)

1.细分市场................................................. ................................................... ...........................5

2.目标市场选择................................................. ................................................... ...................6

3.市场定

................................................... ...........................6五、营销战略与目标................................................. ................................................... . (6)

1.营销战略的选择................................................. ................................................... ...............62.战略目标的确定................................................. ................................................... ...............6六、营销策略................................................. ................................................... . (6)

1.产品策略................................................. ................................................... ...........................6

2.价格策略................................................. ...................................................