礼品市场营销策划书

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1、天使礼品店营销策划书班级：经管学院09国贸学号：200910302010策划人：**委托方：天使礼品店任课教师：***教授2011年12月12前言本人于2011年11月，应天使礼品店的要请，在协同本团队成员经过精心调查，深入研究，共同努力下完成了相关问题的调研工作。再经过我们后期对资料的整理、总结而写出了这篇营销策划书。由于天使礼品店希望在攀大开辟大市场，增加礼品销售量，扩大在这个市场的占有率，挖掘潜在的客户。而委托与我对这个市场进行相关的研究，希望能借此达到公司目的。在完成这个营销策划书过程中。我们首先是设计礼品的问卷调查的问卷，然后到攀大校园内对同学进行了调查并统计分析数据

2、，共同讨论了调查报告写成了市场调研报告。通过调查我认为就本地的市场而言也是也是挺有潜力的。就宏观环境而言在中国整个行业也是很有前途的，到目前为止整个行业还没有形成大规模的、专业化的礼品企业，如果能借着这个机会成为这个行业的龙头企业，那么这个企业的利润也是挺可观的。这也是礼品店或企业的最终目标。12目录一、摘要·································································4二、环境分析·····························································41.现

3、状及前景························································42.影响因素···························································5三、机会分析·····························································51.SWOT分析··························································52.目前营销现状······················

4、································63.产品特点···························································6四、战略及行动方案·······················································61、营销宗旨··························································62、产品策略·························································

5、·73、价格策略···························································74、销售渠道··························································7512、广告宣传···························································86、具体行动方案························································8五、营销目标····················

6、··········································91.总销售量····························································92.预计毛利···························································93.市场占有率··························································9六、营销费用············································

7、·················10七、结论·································································11　12（一）摘要从调查的情况来看购买欲望是绝对有的，根据我们的调查28.3%的人愿意在节假日送礼物，55.8%的人认为在生日送礼是理所当然的，本校大概有一万多人，在加上大学期间对礼品的消费欲望是很大的，所以在攀大是很有前途的。对于礼品的影响因素较多。主要的有价格因素、质量因素、新颖程度、服务质量等等。而且目前的礼品