拟定人：公司：日期：目录1概述.......................................................................................11.1概述........................................................................11.2主要影响................................................................51.3公司理念................................................................51.4组织结构................................................................52外部因素...............................................................................62.1目标市场的经济分析............................................62.2目标市场的政治分析............................................72.3目标市场的社会分析............................................73产品组合...............................................................................73.1ABC公司产品组合...............................................73.2产品类别................................................................83.3每个产品类别的一般策略....................................93.4当前产品组合的生命周期..................................103.5每个产品线的外部因素......................................113.6目前每个产品的供货商情况..............................124市场分析.............................................................................134.1总市场..................................................................134.2市场占有率..........................................................144.3市场潜力..............................................................155用户分析.............................................................................155.1当前商业用户......................................................155.2当前个人客户统计..............................................165.3客户心理..............................................................175.4客户对当前产品组合的评价..............................196竞争分析.............................................................................206.1当前产品组合的竞争地位..................................206.2竞争产品比较......................................................216.3竞争的营销策略..................................................217价格.....................................................................................227.1当前产品组合价格分析......................................227.2战略性产品与同类竞争产品价格分析..............238分销.....................................................................................238.1分销目标..............................................................238.2分销策略..............................................................238.3旧的分销渠道分析..............................................238.4调整分销目标......................................................248.5调整分销策略......................................................259人员分析.............................................................................259.1营销人员数..........................................................259.2销售分析..............................................................259.3销售人员分析......................................................269.4非销售人员分析..................................................269.5营销人员费用分析..............................................279.6人力资源发展规划..............................................2710市场调查......
