耐克市场营销策划书作者:洪晶晶班级:工商902学号:200920911007目录1.执行概要.....................................................................................................................41.1企业简介..............................................................................................................41.2营销背景..............................................................................................................42.0目前营销状况..........................................................................................................62.1中国运动鞋市场现状..........................................................................................62.2中国运动鞋市场的发展特点..............................................................................62.3产品营销状况......................................................................................................72.3.1产品分析........................................................................................................72.3.2消费者分析....................................................................................................92.4竞争状况分析....................................................................................................152.4.1竞争态势......................................................................................................152.4.2主要竞争对手产品即策略分析..................................................................162.4.3竞争综述......................................................................................................183.0SWOT分析...........................................................................................................213.1优势....................................................................................................................213.2劣势....................................................................................................................213.3机遇....................................................................................................................223.4威胁....................................................................................................................223.5营销建议............................................................................................................234.0财务目标................................................................................................................245.0营销策略................................................................................................................255.1营销目标............................................................................................................255.2营销主题............................................................................................................255.3营销对象............................................................................................................265.4营销地区............................................................................................................275.5营销策略............................................................................................................275.7营销预算............................................................................................................335.8营销效果的预测与评估..............