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1、MARKETINGPLANFORLI-CHANGMASSAGEHAMMERINHUAPANContentsI.Introduction4(I).CompanyandProducts4(II)Team5II.Analysisofmarketenvironment6(I).Analysisofmacroenvironment6P(policy)：6E(Economy)：6S(Society)：7T(Technology)：10(II)Analysisofthemicro-environment11III.STPAnalysis14S-marketsegmen
2、tation14P-marketpositioning16IV.MarketingStrategy16(I)Marketingobjectives：16(II)MarketingstrategyMarketdevelopmentstrategy171.MarketingExecutive：17VTheinformationsystem21VITheFinancialAnalysis22Annex1：25Marketresearchreport25Marketresearchobjectives，scope,methodology,time25Thesur
3、veyanalysis25Annex2：28Thereportof”丫ourthanksstartfromtheexperienceactivityofLiChangmassagehammer5’28Annex3:31PrefaceWiththecontinuousdevelopmentofsociety，people’slivingstandardsincreasingly,Chinafitnessequipmentindustrybeganinthe80sattheendofthe20thcentury,andwithChinasaccessiont
4、otheWTOandBeijing’ssuccessfulbidforTheOlympicGames^expandingtheranksoffitnessforfitnessequipmentmanufacturerwithtostrongbusinessopportunities.Whilethisgamegavebirthtoourmassageproductsindustry,butbecauseofasudden,theproductionofmassagefistfromtheenterpriserush,chaosanddisorderoft
5、hemarketspeculation，sothatthemajorproductsmassagegameisvaluableandfreeenterpriseinasituationwherethecity•Therefore,fitnessequipmentCo.,Ltd.WenzhouLiChangcommissionedmarketingteambattleagainstthewolfscurrentdevelopmentstatusandmarketanalysisofHuai’antodevelopby20099months•inSeptem
6、ber2010aone-yearmarketingprogram.TheprogrammakeadetailedmarketanalysisaboutHuai’an，andselectthetwomaintargetgroupsofthetwophasesofthedevelopmentofmarketingpromotionstrategies.I.Introduction(I).CompanyandProductsFitnessEquipmentCo.,Ltd.WenzhouLiChanglongbeenengagedintheprofessiona
7、lmassagehammerdesigndevelopmentandproduction,productqualityandtechnologyintheleadingpositionintheindustry.LiChangproducthaspassedCE,3CandROHScertification,andobtainedpatentsinmanycountries.Thecompany’sproductsinclude：LC-2OO2,LC-2OO6,LC-901,LC-902,LC-8,LC-9series,accordingtothefun
8、ctionsofthetwoinfraredvibration,infrared
