品牌战略管理院别：管理学院专业：市场营销2011本姓名：曾雯静黄佩仪谢嘉明学号：08、13、任课教师：杨光玉日期：2013/12/26目录一、市场背景分析..................................................................................................................31.环境分析..........................................................................................................................32.竞争者分析......................................................................................................................4二、品牌策划与传播..............................................................................................................61、设计品牌......................................................................................................................62、企业的口号、思想、目标.................................................................................................63.企业文化、形象、管理理念...........................................................................................74.品牌线上推广..................................................................................................................75.品牌传播主张..................................................................................................................86.品牌互动与发展..............................................................................................................87.品牌DNA..........................................................................................................................8三、市场定位..........................................................................................................................91、市场细分............................................................................................................................92、目标市场..........................................................................................................................10魔汤坊品牌创立策划3、产品定位..........................................................................................................................11四、营销战略组合................................................................................................................111、产品概况与包装设计......................................................................................................112、定价策略..........................................................................................................................143、渠道开发与设计..............................................................................................................154、促销方式与宣传策略......................................................................................................16五、生产与运营....................................................................................................................172、入住商城流程..................................................................................................................173、人员配置..........................................................................................................................184、设计网店..........................................................................................................................195、运营规划......................................................
