东风本田市场策划方案.docVIP

东风本田市场营销策划方案 目录 摘要…………………………………………………………………….3 1.东风本田汽车市场环境分析.....................................................3 1.1东风本田汽车营销宏观环境分析................................................3 1.1.1人口环境分析 .............................................................4 1.1.2.经济环境分析.............................................................4 1.1.3政治法律环境分析.........................................................5 1.2. 东风本田汽车营销微观环境分析...............................................6 1.2.1.企业内部环境.............................................................6 1.2.2.竞争者..................................................................7 1.2.3.顾客....................................................................7 1.3. 东风本田汽车SWOT分析.....................................................8 2.汽车市场细分与目标市场选择..................................................8 2.1市场细分表 ....................................................8 2.2选择目标市场..................................................9 2.3.市场定位.......................................................9 3.汽车产品营销策略.................................................10 3.1.汽车产品组合广度与宽度......................................................10 3.2.汽车的生命周期.................................................11 3.3. 4PS营销策略………………………………………………………………….11 汽车定价策略....................................................12 4.1.价格区间表....................................................13 4.2影响价格因素...................................................13 促销方案.........................................................13 5.1.策划促销方案…………………………………………………………………..14 5.1.1活动主题：“寒冷冬天，为您送温暖”................................................................................14 5.2.1活动简介……………………………………………………………………………………..15 5.2.2预期目标……………………………………………………………………………………..15 5.3前期规划…………………………………………………………………………………………15 5.3.1前期准备工作……………………………………………………………………………..15 5.3.2场地布置……………………………………………………………………………………15 5.3.3活动流程……………………………………………………………………………………16 5.3.4活动注意事项………………………………………………………………………………..16 5.4活动经费预算……………………