饰品与动漫周边营销策划书.doc

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1、饰品与动漫周边营销策划书电子商务小组成员：目录一、前言·····························1二、现状分析···························11.1产品背景···············································11.2市场现状描述···········································21.2.1产品情况···········································41.2.2消费者分析···············

2、··························61.2.3竞争者分析·········································71.2.4产品的SWOT分析····································8三、目的和目标···················································92.1校区及周边的概况及分析·································92.2目标设定·································

3、··········10四、战略选择····················································103.1目标市场··············································103.1.1战略目标·······································103.1.2差异化市场营销····································103.2产品·············································

4、·····103.3价格···················································113.4促销··················································15五、促销活动具体方案·············································154.1方案一·················································154.2方案二···································

5、··············214.3方案三·················································21六、附录·························································22一、前言近年来，饰品行业逐渐兴起，其发展速度超乎人之想象，其收益效果更令人深思。人们越来越注重细节的时尚，使小饰品自然而然地火了起来，这些小饰品说贵不贵，说不贵也不便宜，一般价格都在几元到几十元之间。面对一件自己非常喜爱的美丽物品，女孩们很容易花出这笔不算多的钱。不过，小饰品单个买

6、起来不显眼，但买得多了也是一笔不小的开销。在小饰品风靡一时之际，以动漫为元素的饰品挂件也纷纷兴起，不同的时，这次吸引的不止有女生还有大量喜爱动漫的男生。以个性化追求为特色，以物新价廉为市场优势，推出了充满情趣的时尚用品和前沿个性饰品，面对校园附近青春男女“疯狂”地消费大市场，魅力无穷大。进入90年代以后，日渐成熟的日本周边产品不但涉及了TV动画、电影动画，漫画和日趋完善的游戏领域也被融合进去，动、漫、游的成功使开发商多了一个盈利渠道的同时，fans们也乐得把憧憬的偶像具现化随时把玩，在各种生活用品上见到喜欢的作品、人物。于是经过几十年的进化，周边市

7、场已经彻底从儿童玩具进化为玩家群年龄层相对较高、品质相当不错、价格较高、种类极其丰富的完全独立的一个成熟系列。第一部分现状分析1.1产品背景世界四大时尚之都巴黎、纽约、伦敦、米兰以及亚洲的东京、香港等城市是国际著名的饰品之都，领导着全球饰品行业的潮流和发展。饰品年贸易总量近1000亿美元，现在饰品在国外已形成一个庞大的、规范的市场体系。紧扣饰品流行之命脉，秉承时尚、魅力、个性的从业理念和诚信共赢的宗旨是当今饰品市场的主旋律。据我国权威机构对中国大陆女性饰品的调查，人们的生活正在发生着质的飞跃。崇尚人性和时尚，不断塑造个性和魅力更崇尚文化和风情。20

8、05年，中国女性饰品占有率将达到55%以上，需求旺盛，潜力巨大，极具开发价值。再谈动漫行业,随着日本动画制作技术的日渐成熟