中国移动——“动感地带”校园营销策划方案使用对象：中国移动公司重庆分公司策划人员：刘光明周卢齐艳张英雄李梦雪策划完成日期：XX.XX本策划适用时间：XXXX.5.1——XXXX.1.1目录前言..............................................................5第一章执行概要和要领..............................................61.1“动感地带”品牌环境分析.....................................61.2品牌主题.....................................................61.3营销目标.....................................................61.4营销策略.....................................................81.41目标市场营销策略........................................81.42特色营销................................................8第二章目前营销状况...............................................102.1市场状况....................................................102.2产品状况....................................................112.21中国移动的产品.........................................112.22中国联通的产品.........................................112.23中国电信的产品.........................................122.24中国铁通的产品.........................................122.3竞争状况....................................................122.31中国移动和中国联通的竞争...............................122.32移动电话和固定电话之间的相互渗透和相互竞争.............122.4分销状况....................................................132.5宏观环境状况................................................132.51消费群体分析...........................................132.52需求状况分析...........................................14第三章目标市场细分...............................................153.1地理细分....................................................153.2人口细分....................................................163.3心理细分....................................................163.4行为细分....................................................17第四章SWOT问题分析..............................................174.1优势（strengths）...........................................174.11在产品理念方面.........................................174.12在品牌效应方面.........................................184.13在产品业务方面.........................................184.14在技术方面.............................................184.16在资源方面.............................................184.17在信誉方面.............................................194.2劣势（weaknesses）..........................................194.21技术上的劣势...........................................194.22资费上劣势.............................................194.23产品推广...............................................204.3机遇（Opportunities）.......................................204.31市场需求大.............................................204.32与联通的合作协议.......................................204.34与时代充分接轨.........................................204.35与3G紧密结合..........................................214.36企业战略...............................................214.4威胁（Threats）.............................................214.41国内市场...............................................214.42产品业务...............................................22第五章营销目标...................................................22第六章营销策略...................................................246.1品...
