衣伊服装有限公司营销策划发案

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1、目录摘要.................................................................3第一章市场环境分析..................................................4一、市场现状........................................................4（一）市场需求.......................................................4（二）市场前景.....................................

2、.................4二、外部环境分析....................................................5(一)政治环境分析..................................................5（二）经济环境分析..................................................5（三）自然环境分析..................................................5三、内部环境分析.................................

3、...................6（一）企业精神......................................................7（二）产品介绍......................................................7（三）地缘优势......................................................8（四）人力资源......................................................8四、竞争环境分析........................

4、............................8（一）品类竞争......................................................8（二）竞争对手分析..................................................8五、消费者分析......................................................9（一）消费阶层分析...................................................9（二）不同年龄消费者分析..............

5、...............................9（三）不同区域消费者分析............................................10第二章SWOT分析和STP战略.........................................10一、SWOT分析.......................................................10二、STP战略........................................................11（一）市场细分...............

6、......................................11（二）目标市场选择................................................12（三）市场定位....................................................12第三章市场营销策略...............................................12一、产品策略......................................................13（一）品牌策略—统一品牌，树立形象...

7、.............................13（二）技术策略—服装实物产品策略..................................13（三）服务策略—质量为上，服务到家................................13二、定价策略......................................................14（一）市