第1页共79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79页联想NBA纪念机型推广策划方案——CS战队——撰写于2009年5月1日~5月15日目录第2页共79页第1页共79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2页共79页前言部分.....................................................................................3第一编确定市场目标.............................................................4第1章笔记本市场调查1.1学生PC总体消费情况............................................................................................51.2PC产品消费品牌分布............................................................................................6第2章消费者行为调查2．1消费者需求特点......................................................................................................72.2消费者购买动机......................................................................................................122.3消费者购买行为......................................................................................................142.4消费者购买形态......................................................................................................152.5消费者购买程序......................................................................................................17第3章确定目标市场3.1市场目标细分...........................................................................................................183.2市场目标...................................................................................................................19第二编占领目标市场.........................................................22第4章产品与价格策略4.1产品导入策略...........................................................................................................224.2产品分析...................................................................................................................22第5章营销策略5.1分销渠道策略...........................................................................................................305.2公共关系策略...........................................................................................................315.3政治关系策略..........................................................................................................335.4广告推广策略...........................................................................................................345.5促销模式管理..........................................................................................................385.6服务营销策略...........................................................................................................405.7促销队伍管理...........................................................................................................42第三编产品市场扩展...........................................................45第6章市场竞争战略6.1理念竞争...................................................................................................................456.2科技竞争...................................................................................................................456.3服务竞争...................................................................................................................466.4渠道、模式竞争.................................................
