巢湖学院安德利大学生超市策划案.doc

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1、巢湖学院第四届“安德利”杯模拟营销策划大赛营销策划案题目：巢湖学院安德利大学生超市策划案团队名称：意语天涯参赛队员：王义坤王荣王畅万梅玲联系方式：目录前言············································1一、企业背景····································1二、市场定位····································1目标市场的现状及安德利企业潜在的竞争优势．．．．．．．．．．．2显示独特的竞争优势和重新定位．．．．．．．．．．．．．．．．．．．．．．．2三、市场分析···

2、·································5宏观环境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．5社会环境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．6微观分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．7市场环境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．7四、竞争分析·····································10SWOT分析．．．．．．．．．．．．．．．．

3、．．．．．．．．．．．．．．．．．．．．．．．．．．．10一、巢湖学院安德利超市规划·······················11地理位置分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．11发展方向．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．12商品种类介绍．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．12内部员工素质分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．12经营理念．．．．．．．．．．．．．．．．．．．．．．．．．

4、．．．．．．．．．．．．．．．．．．12员工管理制度．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．12商品的货位布局．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．13通风调温．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．14产品．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．15服务．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．16二、营销策略···············

5、······················16市场细分．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．16价格策略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．17产品策略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．18服务策略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．18促销策略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．19宣传策略．．．．．．．．．

6、．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．21寒暑假超市经营．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．.．．．．．23一、销售目标·····································24短期目标．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．24长期目标．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．24二、财务分析·····································26三、可行性分析·········

7、··························28操作可行性．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．28风险可行性．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．29结束语·····································30附：前期问卷调查····························30前言学校是一个非常特殊的市场，有特定和稳定的消费群体（学生和教职工）。目前在巢湖学院在校学生和教职工两万余人，加上小门外的疗养院老人，而且随着学