得力營(yíng)銷(xiāo)策劃方案書(shū)

1、寧波得力集團(tuán)營(yíng)銷(xiāo)策劃書(shū)寧波得力集團(tuán)營(yíng)銷(xiāo)策劃書(shū)寧波得力集團(tuán)寧波得力集團(tuán)營(yíng)銷(xiāo)策劃書(shū)營(yíng)銷(xiāo)策劃書(shū)團(tuán)隊(duì)成員團(tuán)隊(duì)成員：王成棋、潘文強(qiáng)、楊海濤、沈煒煒、張浩潔王成棋、潘文強(qiáng)、楊海濤、沈煒煒、張浩潔執(zhí)行時(shí)間：執(zhí)行時(shí)間：2013年6月至月至2014年6月寧波得力集團(tuán)營(yíng)銷(xiāo)策劃書(shū)寧波得力集團(tuán)營(yíng)銷(xiāo)策劃書(shū)目錄目錄第一部分第一部分計(jì)劃概要計(jì)劃概要............................................................

2、..........................................1第二部分第二部分市場(chǎng)分析市場(chǎng)分析......................................................................................................2一、市場(chǎng)分析....................................................

3、...................................................................2（一）我國(guó)文具市場(chǎng)發(fā)展現(xiàn)狀：...................................................................................2（二）得力市場(chǎng)發(fā)展現(xiàn)狀：..........................................

4、.................................................3二、競(jìng)爭(zhēng)者分析...................................................................................................................3三、消費(fèi)者需求分析......................................

5、.....................................................................4四、文具市場(chǎng)趨勢(shì)預(yù)測(cè).......................................................................................................5（一）“外行”涉足，加快行業(yè)洗牌....................

6、..........................................................5（二）渠道下沉二三線(xiàn)...................................................................................................6（三）跨行結(jié)盟成趨勢(shì).........................................

7、..........................................................6（四）創(chuàng)新能力需要不斷提高.......................................................................................6第三部分第三部分企業(yè)背景及企業(yè)背景及SWOT分析分析..................................

8、..............................................7一、企業(yè)背景.......................................................................................................................7二、SWOT分析.......................................

9、...........................................................................8（一）優(yōu)勢(shì)(Superiity)...................................................................................................8（二）劣勢(shì)(Weaknesses)...........

10、....................................................................................10（三）機(jī)會(huì)(Opptunities)............................................................................................10（四）威脅(Threats)........

11、...............................................................................................11第四部分第四部分營(yíng)銷(xiāo)戰(zhàn)略營(yíng)銷(xiāo)戰(zhàn)略STP..............................................................................................12一、市場(chǎng)細(xì)分（S

12、egmentation）.......................................................................................12（一）廣大在校學(xué)生及教師.........................................................................................12（二）企業(yè)及各階層的職員....

13、.....................................................................................12（三）政府工作人員.....................................................................................................12（四）報(bào)紙雜志編輯社...........

14、......................................................................................13（五）家庭需求.............................................................................................................13二、目標(biāo)市場(chǎng)（Targeti

15、ng）..............................................................................................13三、市場(chǎng)定位（Positioning）...........................................................................................14第五部分第五部分營(yíng)