营销策划方案论文

项目营销策划方案

专业班级

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学院名称

完成日期：2010 年 12 月30 日

目录

前言 (3)

Part1 市场分析 (5)

第一节环境分析 (5)

第二节产品分析 (5)

第三节消费者分析 (7)

第四节企业与竞争者分析 (8)

Part2 营销策略 (8)

第一节市场目标 (9)

第二节目标市场策略 (9)

第三节暖洋洋产品定位策略 (9)

第四节产品价格策略 (9)

第五节产品营销策略 (10)

第六节广告诉求策略 (10)

Part3 营销实施计划 (12)

第一节活动实施计划 (12)

第二节营销预算 (14)

第三节其他活动计划 (14)

Part4 市场效果监控 (15)

第一节市场效果预测 (15)

第二节市场发布监控 (16)

参考文献 (17)

前言

市场营销是企业的一种市场经营活动，及企业从满足消费需求出发，综合运用各种科学的市场经营手段，把商品和服务整体地销售给消费者。市场营销是包括营销战略决策、生产、销售等阶段在内的总循环过程。企业在市场营销中，无论从事市场调研、产品开发，还是确定价格、广告宣传，都强调以消费者的需求为导向，不仅满足消费者已有的现实需求，还要激发、转化各种潜在的需求，进而引导和创造新的需求；不仅满足消费者的近期、个别需要，还要顾及消费者的长远需要，维护社会公众的整体利益。

1999年11月15日，中美两国就中国加入世界贸易组织（WTO）问题达成协议，这标志着经过13年多的艰苦谈判，中国入世终于迈出了关键的一步。如果进展顺利，我国将在2000年上半年成为世界贸易组织的成员国。加入世贸组织肯定会给中国经济带来极其深远的影响。

随着网络的普及，网络营销渐渐兴起。

在我国，网络营销起步较晚，直到1996年，才开始被我国企业尝试。

1997至2000年是我国网络营销的起始阶段，电子商务快速发展，越来越多的企业开始注重网络营销。N次方也是在这个时候开始涉足网络营销的领域进行摸索。

2000年至今，网络营销进入应用和发展阶段，网络营销服务市场初步形成：企业网站建迅速发展；网络广告不断创新；营销工具与手段不断涌现和发展。这其中最大的变化就是企业越来越关注口碑的作用，N次方也开始将网络营销的重点放在口碑营销上。

目前，各种网络调研、网络广告、网络分销、网络服务等网络营销活动，正异常活跃地介入到企业的生产经营中。

1999年11月15日，中美两国就中国加入世界贸易组织（WTO）问题达成协议，这标志着经过13年多的艰苦谈判，中国入世终于迈出了关键的一步。如果进展顺利，我国将在2000年上半年成为世界贸易组织的成员国。加入世贸组织肯定会给中国经济带来极其深远的影响。

本论文以暖手宝行业的营销为主线来了解营销的主体过程。

Abstract

Marketing is a marketing business activities of enterprises, and enterprises from meeting consumer needs, comprehensive use of various scientific instruments market operators, the overall goods and services to sell to consumers. Marketing is a strategic decision, including marketing, production and sales, including the total cycle stage. Enterprises in marketing, both in

market research, product development, or to determine the price, advertising, have stressed the needs of the consumer-oriented, not only meet consumer demand for the existing reality, but also excited, transforming a variety of potential demand and lead to and create new demand; not only meet the immediate consumers, individual needs, but also take into account the long-term needs of consumers and safeguard the overall interests of the public.

November 15, 1999, the two countries on China's accession to the World Trade Organization (WTO) reached an agreement, which marks after 13 years of arduous negotiations, China's accession to the WTO has finally taken a crucial step. If everything goes smoothly, in the first half of 2000 China will become a member of the World Trade Organization. China joining the WTO will certainly bring far-reaching impact.

With the popularity of the network, network marketing, the rise gradually.

In China, Internet marketing started late, until 1996, China's enterprises began to be tried.

1997 to 2000 is the initial stage of network marketing, the rapid development of e-commerce, more and more enterprises begin to pay attention to network marketing. N power also began to get involved at this time to explore the field of network marketing.

Since 2000, online marketing into the application and development stage, initial formation of online marketing services market: the rapid development of enterprise website construction; online advertising innovation; marketing tools and methods continue to emerge and develop. The biggest change is that companies are increasingly concerned about the role of word of mouth, N th power of network marketing began to focus on word of mouth marketing.

Currently, a variety of network research, online advertising, online distribution, network services, network marketing, is very active involvement in the production and management of enterprise.

November 15, 1999, the two countries on China's accession to the World Trade Organization (WTO) reached an agreement, which marks after 13 years of arduous negotiations, China's accession to the WTO has finally taken a crucial step. If everything goes smoothly, in the first half of 2000 China will become a member of the World Trade Organization. China joining the WTO will certainly bring far-reaching impact.

t marketing; Warm hand valuable industry