沈阳理工大学课程实践摘要1沈阳理工大学课程实践目录前言...........................................................................................................................................11企业背景.................................................................................................................................21.1公司概况..........................................................................................................................21.2公司目前经营状况..........................................................................................................21.3企业产品简介..................................................................................................................22环境分析.................................................................................................................................42.1市场分析..........................................................................................................................42.1.1市场规模....................................................................................................................42.1.2市场构成....................................................................................................................42.1.3市场基本状况............................................................................................................42.2竞争分析..........................................................................................................................52.2.1企业的竞争者............................................................................................................52.2.2主要竞争者分析........................................................................................................62.2.3竞争者的广告策略....................................................................................................72.3消费者分析......................................................................................................................82.3.1消费者特征................................................................................................................82.3.2消费者购买心理........................................................................................................82.3.3消费者信息搜集........................................................................................................82.3.4消费者的购买习惯....................................................................................................92.3.5消费者的购后行为....................................................................................................92.3.6目标消费者的确定....................................................................................................92.4产品分析........................................................................................................................102.4.1飘影产品特点..........................................................................................................102.4.2产品在消费者心目中的地位..................................................................................102.5媒体分析........................................................................................................................112.6飘影发展机会分析.................................................
