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冰箱营销策划书.doc

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冰箱营销策划书篇一：冰箱策划书香雪梅有限公司──icebox冰箱策划书 1116105006 林志峰 2013年12月30日目录目录第一部分：公司背景一、公司简介································································3 第二部分：市场调查分析一、市场调查····························································· 3 1.市场信息收集···························································· 3 2.市场调查报告···························································· 4 二、营销调研 1.问卷调查分析报告····················································· 4 2.消费者行为分析················································ 5 第三部分：市场营销战略一、市场目标定位 1. 市场细分市场······················································· 6 2. 目标市场选择························································ 6 3. 市场定位分析························································ 6 4. STP综合报告························································ 6 二、SWOT分析························································6 三、PEST分析·······················································7 四、市场竞争度分析 1. 竞争度分析·························································· 8 2. 产品销售预算·························································11 第四部分：市场营销策略一、产品策略···························································12 二、品牌策略··························································13 三、包装策略 1. 产品包装策略·························································13 2. 产品包装设计························································14 四、价格策略·························································14 五、销售渠道策略·······················································15 六、促销策略·························································16 七、广告策略·························································17 八、公共关系策略························································17 九、销售队伍管理 1. 招募销售人员························································19 2. 培训销售人员······················································21 第一部分公司背景公司简介：香雪海有限公司是一家以家电制造业为主的公司，同时只针对于冰箱的生产和销售，“我们只做冰箱，要做就做最好的”是我们公司的口号。我公司一直注重技术在产品中的体现，在家用冰箱上都将有高端产品推