联想笔记本网络营销策划书汇总

江苏科技大学苏州理工学院商学院课程设计报告

课程名称: 网络营销学课程设计

专业: 工商管理

报告题目: 联想笔记本网络营销策划书

小组成员及分工情况:

目录

第一章执行摘要--------------------------------------------------------------------------------------------- 1 第二章产品服务--------------------------------------------------------------------------------------------- 1

1.产品服务结构图 ------------------------------------------------------------------------------------------ 1

2.产品服务说明 --------------------------------------------------------------------------------------------- 2 第三章网站建设方案 -------------------------------------------------------------------------------------- 2

1.网站展示---------------------------------------------------------------------------------------------------- 2

2.网站建设规划 --------------------------------------------------------------------------------------------- 3

2.1网站定位和用户定位 --------------------------------------------------------------------------- 3

2.2投入和资源情况---------------------------------------------------------------------------------- 3

2.3栏目与内容---------------------------------------------------------------------------------------- 3

2.4网站的运营与维护------------------------------------------------------------------------------- 3

2.5可信度 ---------------------------------------------------------------------------------------------- 3

3.网络渠道建设 --------------------------------------------------------------------------------------------- 3 第四章市场分析--------------------------------------------------------------------------------------------- 4

1.市场环境概况 --------------------------------------------------------------------------------------------- 4

1.1经济坏境 ------------------------------------------------------------------------------------------- 4

1.2政治坏境 ------------------------------------------------------------------------------------------- 4

1.3技术坏境 ------------------------------------------------------------------------------------------- 4

2.消费者概况------------------------------------------------------------------------------------------------- 4

2.1消费人群 ------------------------------------------------------------------------------------------- 4

2.2消费者需求特征---------------------------------------------------------------------------------- 5

2.3消费者考量因素---------------------------------------------------------------------------------- 5

3.产品概况---------------------------------------------------------------------------------------------------- 6

3.1联想笔记本特性分析 ---------------------------------------------------------------------- 6

3.2联想笔记本品牌形象分析 -------------------------------------------------------------------- 6

4.竞争对手概况 --------------------------------------------------------------------------------------------- 6

5.主企业概况------------------------------------------------------------------------------------------------- 8

6.SWOT分析 ------------------------------------------------------------------------------------------------ 8 第五章营销策略--------------------------------------------------------------------------------------------- 9

1.营销重点---------------------------------------------------------------------------------------------------- 9

2.定价策略---------------------------------------------------------------------------------------------------- 9

3.渠道策略---------------------------------------------------------------------------------------------------- 9

4.广告策略---------------------------------------------------------------------------------------------------- 9

5.客户关系管理 -------------------------------------------------------------------------------------------- 10

6.盈利模式--------------------------------------------------------------------------------------------------- 10

7.预算与评测------------------------------------------------------------------------------------------------ 10

7.1预算 ------------------------------------------------------------------------------------------------ 10

7.2测评 ------------------------------------------------------------------------------------------------ 11