国际营销期末大作业之荷兰牛栏奶粉进口推广

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1、第一组S州大学国际营销INTERNATIONALMARKETING荷兰牛栏进口奶粉推广策划NutrilonPromotionPlanning小组成员：xxxxxxxxxxxxxxxxxxxxxxxxx指导老师：xxx时间：2012年12月23日Contents27Ⅰ.Companyprofile………………………………1Ⅱ.Themarketingbackground……………………1Ⅲ.SWOT…………………………………………1Ⅳ.Marketingtactics………………………………4Ⅴ.TheNutrilonmarketingstr

2、ategy………………4Ⅵ.Costbudget……………………………………13目录27一、公司简介14（一）荷兰牛栏介绍14（二）SHN公司介绍14二、市场背景14三、荷兰牛栏奶粉SWOT分析14（一）S-优势分析14（二）W-劣势分析14（三）O-机遇分析14（四）T-挑战分析15四、荷兰牛栏营销战略15（一）市场细分15（二）目标市场16（三）市场定位16五、荷兰牛栏4P组合策略16（一）产品和价格策略16（二）渠道策略19（三）促销策略20（四）售后服务21六、费用预算21Contents27Ⅰ.Companyprofile…………

3、……………………1Ⅱ.Themarketingbackground……………………1Ⅲ.SWOT…………………………………………1Ⅳ.Marketingtactics………………………………4Ⅴ.TheNutrilonmarketingstrategy………………4Ⅵ.Costbudget……………………………………13目录27一、公司简介14（一）荷兰牛栏介绍14（二）SHN公司介绍14二、市场背景14三、荷兰牛栏奶粉SWOT分析14（一）S-优势分析14（二）W-劣势分析14（三）O-机遇分析14（四）T-挑战分析15四、荷兰牛栏营销战

4、略15（一）市场细分15（二）目标市场16（三）市场定位16五、荷兰牛栏4P组合策略16（一）产品和价格策略16（二）渠道策略19（三）促销策略20（四）售后服务21六、费用预算2127CompanyProfileTheintroductionoftheNutrilonTheNetherlandsNutriciaCoompanywasbornin1901,hasbeen100yearsofhistory.TheNetherlandsNutritionhasbeencommittedtothedevelopmentandstudyofinfa

5、ntnutritionalproducts,ithastheworld'slargestHumanNutritionResearchCenter,theresearchanddevelopmentofitsproducts,allservedbyprofessionalmedicalstaff.TheNetherlandsNutritionhasdevelopedintoatrustedhealthcareworkersaroundtheworldandthemotherbrandwithyearsofexperienceandwisdom

6、.TheNutrilonisNetherlandsNutriciaCompany’sproductionofinfantfoodbrandintheNetherlands.TheNutrilonadheringtoprovideconsumerswithqualityproducts,scientific27knowledgenurseryandcaringchildcareconsultingservices,nutrition,health,andsafetyofgreenfoodforthebaby,andthepursuitof"p

7、rofessional,attentiveandexpertservicespirit.Itleadshigh-qualityinfantformulamanufacturing,trustdeeplybyforeignhealthcareworkersandmothers.TheintroductionofSHNCompanySHNcompanywasfoundedin2012,setupheadquartersinShanghai,itistheonlyofficialagentoftheNutriloninChina.Themarke

8、tingbackgroundInrecentyears,alongwiththerapiddevelopmentofChinesedairyindustryandtheinfan