联想笔记本网络营销策划书

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