玲珑坊品牌策划

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1、-16-整体品牌设计期末营销策划方案评分细则方案名称：玲珑坊旗袍品牌策划方案团队成员：陈小利（101105005）丁甜（101105008）甘静（101105010）罗久富（101105026）石大燕（101105029）颜小平（101105039）评分项目评分要点技术标准配分得分制定营销策划方案品牌策划方案形式与内容的完整性封面信息完整、设计得当；目录标示清楚、页码与实际内容对应；正文结构合理、格式规范；文字表述流畅、图文并茂；专业术语准确、字数不少于6000字；附录材料真实可靠。设计思路清晰、逻辑性较强。10品牌

2、管理理论知识的正确运用涉及到品牌管理的系统知识，论述全面10品牌策划方案的原创性具有形式上的创新和策略上的革新性和新颖性20品牌策划方案的系统性具有通盘考虑，考虑的细节周全，不具有明显的漏洞20品牌策划方案可行性有可操作性，设计方案符合该组织的实际状况，符合企业营销和品牌建设的框架。20现场PPT展示及答辩营销方案陈述精神风貌、语言表达、陈述内容5评委质疑回答问题反应能力、分析问题能力、逻辑思维、创新精神5团队合作能力团队成员相互间的分工及配合5时间控制PPT陈述时间、回答问题时间5总分-16-目录一．前言·····

3、·····················································4二．品牌策划目标··················································41.短期目标·············································42.长期目标·············································4三．营销环境分析：···································

4、··············51.宏观环境分析·········································51.1经济········································51.2科技········································51.3社会文化····································52.微观环境分析·········································52.1目标市场分析·

5、·······························52.2消费者分析··································72.3竞争对手分析································82.4企业内部分析·······························103.Swot分析············································103.1竞争优势···································103.2竞

6、争劣势···································103.3机遇·······································103.4威胁·······································10四．品牌分析····················································101.品牌定位············································102.品牌设计···········

7、·································113.品牌个性············································114.品牌文化············································125.品牌宗旨············································126.品牌质量············································12五．品牌锻造：···········

8、········································121.品牌联想············································122.品牌扩张············································133.品牌管理与品牌保护················