全倾全力，精益求精“大益杯”学院：管理学院团队名称：营销少先队团队口号：全倾全力，精益求精目录第一章大益集团的概述......................................................................................................1营销策划书全倾全力，精益求精1.1公司简介........................................................................................................................11.2产品简介........................................................................................................................11.3策划目标........................................................................................................................21.4研究方法........................................................................................................................31.5策划过程........................................................................................................................3第二章市场分析....................................................................................................................42.1宏观环境分析（PEST分析模型）................................................................................42.1.1．政治环境..............................................................................................................42.1.2经济环境.................................................................................................................52.1.3社会环境.................................................................................................................82.1.4技术环境.................................................................................................................82.2微观环境分析（波特五力模型）.................................................................................92.3广州高校市场分析.......................................................................................................122.4SWOT分析...................................................................................................................12第三章STP战略................................................................................................................一五3.1市场细分（marketsegmentation）........................................................................一五3.2目标市场（targetingmarket）....................................................................................163.3市场定位（positioning）.........................................................................................一八第四章营销策略组合设计..................................................................................................204.1产品策略......................................................................................................................204.2价格策略......................................................................................................................214.3渠道策略......................................................................................................................224.3.1销售渠道策略.......................................................................................................224.3.2宣传渠道策略.......................................................................................................234.3促销策略......................................................................
