宠物用品专卖店营销策划方案

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1、策划书Planningbooks宠物用品专卖店营销策划方案中国·上海©论文资源网www.Lwenzy.com宠物服装和用品实体专卖店营销策划方案目录一、前言·····································································3二、公司简介································································4三、市场分析········································

2、························5（一）市场调查······························································5（二）消费者分析···························································5（三）竞争者分析···························································5（四）市场趋势···························

3、··································6四、营销战略································································7（一）产品描述······························································7（二）产品定位······························································8（三）实体店的形式··········

4、···············································8（四）产品特点······························································8（五）产品售后······························································8（六）产品广告······························································8一、前言：随着

5、人们生活水平的提高及独生子女的增加，越来越多的人喜欢饲养宠物，宠物可以帮人们排忧解难，丰富业余生活。对宠物的宠爱，使得宠物用品成为21世纪的朝阳产业。据调查，当一个地区的人均收入超过3000美金的时候，这个地区的消费习惯和生活休闲习惯将发生巨大的转变。有专家机构指出，一旦过3000美金的标准，当地的宠物用品市场将按照50%的速度递增。另外，宠物用品的消费群体一般是富有的家庭和单身贵族，一般不计较价钱，这给了宠物用品经营者非常大的空间。目前，宠物经济的发展快速而又广泛，从食品、用品行业发展到医疗、服务行业，渐渐渗透到我们的日常

6、生活中。根据我搜集到的资料显示，目前国内对宠物用品市场的开发涉及到的还主要是宠物食品方面，例如上海诺瑞宠物用品有限公司，奥丁宠物食品公司等，其都是针对宠物食品的制造，而对宠物饰品尤其是服饰方面的还不是很多。这是一个很大的市场漏洞。整个产品市场的规模：目前宠物市场到底有多大，要根据人口比例来确定据某某市财经日报报道：2010年某某市人口总数将会达到***万，据调查研究，饲养宠物的家庭约占总家庭数的7%，一般国内经济发达地区的宠物与居民比例为1∶10。据新华社电，随着城市居民生活水平的提高，宠物狗逐渐进入城市居民家庭，而且数量不

7、断增加，据调查，宠物狗消费惊人，仅某某市6万条宠物狗一年花钱就超过2亿元。据某某市小动物保护协会工作人员介绍，目前某某市已经注册挂牌的宠物狗有*万条左右，加上不在册的，总数约有*万条，其中接近1/3的犬种是比较名贵的“贵族犬”，如苏格兰牧羊犬、喜乐蒂、大白熊、松狮等，它们的身价在4000元至1万元之间。曾组织某某市首届宠物比赛的卢光辉说，某某市饲养宠物者七成是老年人，他们饲养的基本都是京叭、博美串等，价格基本不会超过100元。另外三成是年轻人，基本上是高收入的白领阶层，他们养的多是“贵族犬”，每年在宠物犬身上的投入都在万元以

8、上。由此可见，宠物狗的消费正在迅速发展阶段。二、公司简介：某某爱犬服装有限公司是一家专门经营宠物狗服装的大型公司，公司总部坐落在某某市，占地面积**余亩，投资**余万元，设备齐全，环境优美。公司致力于最新宠物服装的开发设计，将生产加工环节外包给专门的服装加工厂，实现精异化管理。公司的经营理