惠通生活卡营销策划案

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1、前言本策划案的主要目的是对惠通生活卡进行品牌开发，开拓市场，形成稳定的市场份额，并逐步形成惠通生活卡的品牌形象和在目标市场的影响力。本策划案主要从环境分析、市场定位与市场细分、营销策略、执行方案、品牌创建等方面对惠通生活卡进行全面的分析，使得惠通生活卡能够更加切合市场的需求，更好的服务会员和加盟商，实现会员、加盟商和惠通运营中心的三方共赢，并以此获得长期稳定的市场份额，逐步建立起其品牌影响力。本策划案主要针对的对象是荆州各大高校，高校市场集中，多元化程度较低，市场开发难度和开发成本较低，将成为惠通生活卡经营初期的主要市场。在经营成熟期我们将会以荆州高校为辐射中心，把惠通生活卡带进整个荆

2、州市，打造荆州第一生活卡。另外，本策划案在编写中坚持以下原则：（1）与惠通生活卡总体战略不相符的策划方案应及时的排除；（2）违背惠通生活卡发展原则的策划方案不予与采纳；（3）与市场环境不相符的营销策划方案慎重选择；目录1、项目简介·····················································2、环境分析····················································2.1宏观环境····················································2.1.1政策分析··

3、···············································2.1.2经济分析·················································2.1.3社会分析·················································2.1.4文化分析·················································2.2微观环境················································2.2.1市场容量分析·········

4、···································2.2.2行业分析················································2.2.3消费者分析··············································2.2.4合作商户分析············································2.2.5市场竞争者分析··········································3、SWOT分析·······························

5、···················3.1惠通生活卡的SWOT矩阵分析·······························3.2惠通生活卡的竞争优势····································4、营销目标····················································4.1市场范围··················································4.2品牌认可度················································5、STP分析··

6、··················································5.1市场细分·················································5.2评价市场细分·············································5.3目标市场·················································5.4市场定位················································6、营销组合策略·················

7、································6.1产品策略（Product）·········································6.2价格策略（price）···········································6.3渠道（Place）·············································6.4促销（Promotion）·····