美容化妆品直销公司中国雅芳营销策划书

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1、目录一、公司及产品简介（一）公司简介（二）产品介绍二、营销环境分析（一）宏观环境分析1、人口环境·························································2、经济环境·························································3、社会环境·························································4、市场分析··················

2、·······································5、市场前景分析·····················································（二）消费者分析1、目标消费群体定位·················································2、目标消费群体的特点···············································3、影响消费者购买的因素··················

3、···························（三）竞争者分析1.美宝莲···························································2.玉兰油··························································3.玫琳凯··························································（四）SWOT分析·····················

4、····························三、策划目标（一）财务目标························································（二）市场营销目标····················································四、STP战略分析（一）市场的细分（二）市场的选择······················································（三）市场的定位五、4P策略（一）产

5、品策略·························································（二）价格策略·························································（三）销售渠道·························································（四）促销策略·························································1、免

6、费类促销方案···················································2、优惠类促销方案··················································3、宣传····························································六、具体实施步骤（略）七、费用预算（略）一、公司及产品简介（一）公司简介美国雅芳产品有限公司(AVONProducts,Inc.)是全美500强企业之

7、一，它于1886年创立于美国纽约。作为世界领先的美容化妆品及相关产品的直销公司，雅芳公司在53个国家和地区进行直接投资，拥有43000名员工，通过440余万名营业代表向145个国家和地区的女性提供两万多种产品，包括著名的雅芳色彩系列、雅芳新活系列、雅芳柔肤系列、雅芳肌肤管理系列、维亮专业美发系列、雅芳草本家族系列、雅芳健康产品和全新品牌Mark系列，以及种类繁多的流行珠宝饰品。雅芳人一直恪守着“信任、尊重、信念、谦逊和高标准”的雅芳价值观。如今，雅芳公司已经发展成为始终引领世界最新潮流的国际美容巨子、世界

8、上最大的美容化妆品公司之一，全美500家最有实力的企业之一，一家属于女性的公司。雅芳深信，女性的进步和成功，就是雅芳的进步和成就。（二）产品介绍雅芳是中国最著名的品牌之一。它的口号是‘比女人更了解女人’。它的销售模式有直销以及在专卖店销售。它的目标消费群体有大众消费者、中档消费着以及中青年消费者。旗下产品包括：护肤用品、护发用品、彩妆产品、香芬产品、健康食品、保健器材和时尚服装首饰。2004年，雅芳的全线护肤类产品荣获国家质量