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1、来威漆济南地区推广营销策划方案摘要在装饰涂料竞争日益激烈的今天，企业竞争不再仅仅局限于产品质量，更在于营销策略的竞争。谁的营销策略设计的好、运用得当，谁就掌握主动权。现在，营销策略在企业内部己经日益受到人们的重视，本文就是从济南涂料市场的顾客、竞争状况、经销商等几方面的营销环境进行分析，通过理论与实践相结合的方式，将营销理念运用到区域性营销工作中，从产品、价格、促销、渠道等几个方面对营销活动进行分析，运用所学的营销理论指导忠艺装饰在济南市场的营销工作。本文通过市场细分，确定目标市场，分析目标市场营销环境及来威漆在市场营
2、销活动中所存在的问题，提出了产品、价格、渠道、品牌几个方面应采取的营销策略和针对性的实施建议，通过这些建议，可以有效地调动起员工的积极性，将公司一切可以整合的资源都整合到一起，让其最大的发挥作用，共同确立来威漆在济南市场上的核心竞争优势。关键词：来威漆济南市场涂料推广营销-1-LaiWeiQiqufuareamarketingplanAbstract：Inadornmentcoatingincreasinglycompetitivetoday,theenterprisecompetitionwillnolongerco
3、nfinedtoproductquality,moreinmarketingstrategyofthecompetition.Whodesignedthemarketingstrategyofgood,applyproper,whowillgrasptheinitiative.Now,themarketingstrategyintheinternalgrowingattention,thisarticleisfromqufucoatingmarketcompetitionsituation,customers,dist
4、ributorsinsuchaspectsasthemarketingenvironment,throughanalysisofcombiningtheorywithpractice,thewaytousetheregionalmarketingconceptmarketingwork,fromproduct,price,promotionandchannelsofmarketingaspectsareanalyzed,andtheuseofmarketingtheoryguidanceloyalartadornmen
5、tinqufumarketmarketingwork.Basedonmarketsegmentation,determinethetargetmarket,analyzingthemarketingenvironmentandLaiWeiQiinmarketingactivitieshaveexistentproblem,putforwardtoproduct,price,channel,brandmarketingstrategy,andshouldadopttargetedimplementationsuggest
6、ion,throughtheseSuggestionscaneffectivelyarousetheenthusiasmoftheemployees,sinceallcanintegratetheresourcesinLaiWeiQiestablishmentofcorecompetitiveadvantages.Keywords:LevisQufumarketpromotioncoatings-15-目录摘要绪论……………………………………………………..11 济南涂料市场销售环境分析................
7、................................21.1 市场分析..........................................................................31.2 消费者分析.......................................................................51.3 竞争分析.........................................................
8、..................52 来威漆济南市场营销现状及问题........................................62.1 来威漆概况......................................................................62.2 济南乳胶漆市
