凡客品牌延伸策划策划人：09 市营 2 班 冯积标完成时间：2011/6/18 星期六目录一、摘要......................................................................3二、分析当前的营销环境状况....................................................4(一)当前市场状况及市场前景分析........................................................................................41、凡客简介.....................................................................................................................42、凡客产品市场成长状况.............................................................................................43、市场前景分析.............................................................................................................5（二）对品牌影响因素进行分析...........................................................................................51、宏观环境.....................................................................................................................52、目标群体特点.............................................................................................................53、目标群体收入水平.....................................................................................................64、目标群体消费心理.....................................................................................................6三、凡客诚品市场机会与问题分析................................................6（一）凡客品牌竞争优势和劣势...........................................................................................61、竞争优势.....................................................................................................................7（1）直销模式优势——轻公司.............................................................................7（2）品牌理念优势——凡人都是客，诚恳的品牌.............................................7（3）凡客运用体验式营销.....................................................................................7（4）凡客体带来的高知名...
