2009市场营销本科《销售管理》课程设计南昌工程学院《销售管理》课程设计完成日期2012年9月102009市场营销本科《销售管理》课程设计目录摘要.....................................................ⅠAbstract.................................................Ⅱ第一章背景介绍...........................................11.1公司简介.....................................................11.2行业概述.....................................................11.3产品简介.....................................................21.3.1产品介绍........................................................21.3.2产品定位........................................................4第二章环境分析...........................................52.1宏观环境分析（PEST分析）....................................52.1.1、政治法律环境分析（P）.........................................52.1.2、经济环境分析（E）.............................................62.1.3、社会文化环境分析（S）.........................................72.1.4、技术环境分析（T）.............................................82.2微观环境分析.................................................82.2.1竞争者分析......................................................82.2.2消费者分析......................................................9第三章市场分析..........................................113.1优势分析...................................................113.2劣势分析....................................................113.3机会分析....................................................123.4威胁分析....................................................12第四章营销战略..........................................144.1产品战略....................................................144.2价格战略....................................................154.3广告战略....................................................154.4促销战略....................................................16第五章营销目标..........................................175.1短期目标....................................................175.2中期目标....................................................175.3长期目标....................................................17第六章角色定位..........................................196.1产品经理职责................................................19Ⅰ2009市场营销本科《销售管理》课程设计6.2业务员职责..................................................206.3促销人员职责................................................20第七章策划方案..........................................217.1营养快线网上促销方案........................................227.1.1营养快线团购方案...............................................227.1.2营养快线微博方案...............................................257.2营养快线线下促销方案........................................277.2.1八一广场营养快线五月赢ipad3推广活动...........................277.2.2室内促销活动...................................................36第八章费用预算..........................................38第九章绩效评价..........................................419.1人员考评....................................................419.2经销商考评..................................................43第十章总结评价..........................................4410.1效果评价..................................................4410.2改进加强的地方............................................45结束语....
