第0页共26页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第0页共26页目录前言..................................................................................................................................................1第1章界定问题...........................................................................................................................21.1明确策划目标..................................................................................................................21.2策划主题............................................................................................................................2第2章环境分析...............................................................................................................................32.1市场需求状况....................................................................................................................32.2竞争状况............................................................................................................................32.3宏观环境分析....................................................................................................................42.4微观环境分析....................................................................................................................6第3章SWOT分析.............................................................................................................................83.1优势（Strength）............................................................................................................83.2劣势（Weakness）............................................................................................................83.3机遇(Opportunity)..........................................................................................................93.4威胁(Threat)....................................................................................................................9第4章营销目标.............................................................................................................................114.1市场目标..........................................................................................................................114.2财务目标..........................................................................................................................11第5章营销战略.............................................................................................................................125.1市场细分..........................................................................................................................125.2目标市场..........................................................................................................................135.3市场定位..........................................................................................................................13第6章营销组合策略.....................................................................................................................146.1产品策略..........................................................................................................................146.2价格策略..........................................................................................................................156....
