哈道美国热狗营销策划方案——Johnsonville产品中国推广计划拟定：华汇（国际）科学文化交流有限公司2004年10月哈道美国热狗营销策划方案...................................................................................................41营销环境分析..........................................................................................................................51.1外部环境分析...........................................................................................................51.1.1社会经济环境...........................................................................................61.1.2技术环境...................................................................................................91.1.3法律环境.................................................................................................101.1.4竞争者行为.............................................................................................111.2内部环境分析.........................................................................................................121.2.1营运与财务能力.....................................................................................131.2.2人力资源管理.........................................................................................131.2.3信息技术.................................................................................................141.2.4试验店经营状况.....................................................................................151.3SWOT分析——外部机会与内部资源的匹配.....................................................172消费者分析............................................................................................................................182.1消费者类型分析.....................................................................................................182.1.1消费者年龄段与消费习惯.....................................................................182.1.2消费频次与消费金额.............................................................................202.1.3消费类型.................................................................................................212.1.4哈道美国热狗试验店顾客分析.............................................................222.2目标顾客群锁定.....................................................................................................242.2.1定位原则.................................................................................................242.2.2目标客户群.............................................................................................253营销组合策略规划................................................................................................................253.1产品采购与配送.....................................................................................................253.2产品组合策略.........................................................................................................263.3客户服务................................................................................................................273.4产品定价................................................................................................................273.4.1价格变动注意事项：.............................................................................293.5广告与促销...........
