东方商厦五一黄金促销报告班级：031市场营销学生姓名：徐艳指导教师：王妙内容提要本策划报告是从2005年4月初开始的，经历了两个月的时间。我选择的对象是位于上海市中心的东方商厦，为它度身作了一次五一黄金周的促销策划。对该市场进行了环境分析，以此为依据做了促销活动方案、广告宣传方案、促销活动的预算、促销的具体组织等。前言本学期我校对市场营销这个专业实施了改革教学——实践教学，从这个学期的第四周开始到第十七周完成结束。在实践教学中老师让我们像一位真正的策划人员一样的去做一份完整的策划，这段时间里我到过实地进行勘查，拍了一些现场的照片，对商品的价格作了记录，还去了学校的图书馆查阅了许多资料，还上网查了相关资料。虽然很辛苦，但是做的很开心，毕竟是第一次自己独立完成这么大的作业，有点胆怯，有点兴奋。我还是相信自己有能力完成这次作业的。i目录一.市场分析：························································································································1（一）上海皮具零售终端的四种模式·········································································11.专卖店···················································································································12.百货商场···············································································································13.皮具市场···············································································································24.网上商店···············································································································2（二）上海市场的进入模式·························································································2（三）消费者需求分析·································································································3（四）竞争状况分析·····································································································4二.促销目标····························································································································5三.促销时间····························································································································5四.促销主题：沐浴时尚························...
