《国际市场营销学》课程报告名称：Maxwin品牌国际市场营销计划书院系：服装学院学号:xxxxxxxxxx姓名：xxxxxx完成时间：2013/4/2目录摘要..............................................................................................................40引言...............................................................................................................51中国服装行业对外贸易现状........................................................................61.1服装行业对外贸易环境分析.....................................................................61.2服装行业对外贸易相关数据.....................................................................8表1.2................................................................................................................8图1.2................................................................................................................92企业背景介绍.............................................................................................102.1公司介绍..................................................................................................102.2品牌风格与定位......................................................................................102.3品牌目标..................................................................................................103东道国环境分析.........................................................................................113.1母国出口市场分析..................................................................................11图3.1.1...........................................................................................................113.2美国服装行业进出口现状.......................................................................133.3美国服装消费趋势..................................................................................143.4SWOT分析................................................................................................153.5目标市场STP分析...................................................................................16图3.1.2...........................................................................................................17图3.1.3...........................................................................................................183.6主要竞争品牌..........................................................................................193.7进入战略..................................................................................................204营销策略.....................................................................................................214.14P策略的制定..........................................................................................21图5.1..............................................................................................................23图5.2..............................................................................................................244.2营销目标..................................................................................................255营销方案.....................................................................................................265.1活动介绍..................................................................................................265.2活动预算.............................
