本科毕业设计论文--美特斯威邦市场营销策书.doc

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1、美特斯邦威市场营销策划书组员:关天赏、刘健智14目录一、摘要··································································（3）二、营销环境分析··························································（3）（一）宏观市场分析························································（4）（二）微观环境分析···················

2、·····································（5）三、顾客分析······························································（5）（一）地理特征····························································（5）（二）心里与行为行征······················································（5）四、SWOT分析········

3、····················································（6）（一）企业优势与劣势························································（6）（二）机会、威胁、战略选择···················································（6）五、营销战略······························································（6）（一

4、）营销目标····························································（7）（二）目标市场····························································（7）（三）市场定位··························14··································（7）六、营销组合策略··············································

5、··············（8）（一）产品策略····························································（8）（二）价格策略····························································（8）（三）分销渠道策略························································（8）（四）促销组合策略······························

6、··························（9）七、营销预算······························································（9）八、方案调整······························································（9）九、结语···································································（10）十、附录调查表···········

7、·················································（11）14一、摘要美特斯邦威集团公司始建于1995年，主要生产销售休闲系列服饰。目前拥有美特斯邦威上海、温州、北京、杭州、中山、重庆、成都、广州、沈阳、西安、天津、济南等分公司，在全国设有专卖店1500多家。集团在国内服装行业率先采取“虚拟经营”模式，走品牌连锁经营的发展道路。1995年4月公司开设第一家“美特斯、邦威”专卖店。2001年，集团在坚持“虚拟经营”、稳步发展的基础上，全面启动品质管理工程，从品牌形象、产品设计与

8、质量、市场拓展、销售服务和信息化管理等全过程提升管理品质，美特斯邦威集团由此发展成为中国休闲服饰行业的龙头企业之一。2003年，“美特斯邦威”羊毛衫被评为“中国名牌”；2004年，“美特斯?邦威”被评为“中国青年最喜爱的服装品牌”，2005年荣获“2003/2004中国服装品牌年度营销大奖”。 随着服装