目录一、任务概况.............................................................................................................................3二、营销现状分析.....................................................................................................................41、市场现状........................................................................................................................42、营销环境分析................................................................................................................42.1宏观环境分析.......................................................................................................42.2微观环境分析.......................................................................................................53、渠道分析........................................................................................................................63.1洗发水市场渠道形态及网络模式.......................................................................63.2联合利华渠道策略研究.......................................................................................74、市场调查及趋势预测....................................................................................................84.1市场调查策划.......................................................................................................84.2调查结果及分析...................................................................................................8三、SWOT分析..........................................................................................................................101、多芬SWOT分析............................................................................................................102、多芬SWOT战略选择....................................................................................................112.1SO战略（优势机会战略）................................................................................112.2WO战略（劣势机会战略）................................................................................112.3ST战略（优势威胁战略）................................................................................112.4WT战略（劣势威胁战略）................................................................................11四、营销策划目标...................................................................................................................121、总体目标......................................................................................................................122、销量目标......................................................................................................................133、财务目标......................................................................................................................13五、营销战略与策略...............................................................................................................131、营销战略与策划..........................................................................................................131.1目标市场描述.....................................................................................................131.2目标市场选择.....................................................................................................151.3目标市场定位............
