耐克运动鞋营销广告策划方案目 录概要 ........................................................................... Error: Reference source not found 一、营销目标 .................................................................................................................................. 2 二、营销环境分析 .......................................................................................................................... 2 （一 ) 产品市场分析 ................................................................................................................ 2 （二）消费者分析 .................................................................................................................. 2 1 、消费者基本特征及够买行为分析 ............................................................................. 2 2 、影响消费者购买行为的主要因素 ............................................................................. 2 （三）竞争产品分析 .............................................................................................................. 3 1. 主要竞争产品分析 ....................................................................................................... 3 2. 次要竞争产品分析 ....................................................................................................... 3 （四 ) 产品销售渠道 ................................................................................................................ 3 三、 SWOT 分析 .............................................................................................................................. 3 （一）优势 .............................................................................................................................. 3 （二）劣势 .............................................................................................................................. 3 （三）威胁 ...........................................................
