第1页共28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1页共28页目录一、执行纲要......................................................................................................................................2二、营销环境分析..............................................................................................................................2（一）宏观环境分析...................................................................................................................2（二）主要竞争企业分析...........................................................................................................31、竞争对手分析的总体分析.............................................................................................32、零售经营分析.................................................................................................................4（三）企业品牌形象分析...........................................................................................................7（四）消费者行为分析...............................................................................................................81、消费者获取服装信息渠道分析.....................................................................................82、消费者购衣的影响因素分析.........................................................................................83、消费者购物环境的要求与偏好分析...........................................................................10三、**公司营销现状分析（SWOT分析）.....................................................................................11（一）优势.................................................................................................................................11（二）劣势.................................................................................................................................11（三）机会.................................................................................................................................11（四）障碍................................................................................................................................12四、营销策划方案............................................................................................................................13（一）品牌建设........................................................................................................................131、必要性..........................................................................................................................132、原因..............................................................................................................................133、建议..............................................................................................................................134、公共关系......................................................................................................................145、附录..............................................................................................................................15（二）营销组合策略.................................................................................................................161、产品策略..................................................................
