2007级工商管理专业企业营销策划课程设计报告报告名称：杰瑞斯蛋糕房营销策划书小组成员：陈秀芳余云龙李浩张青张顺孙雨辰王向组长：陈秀芳指导教师：毛帅目录1.前言..................................................................................................................................................................12.策划目的..........................................................................................................................................................23.营销环境分析..................................................................................................................................................33.1.市场环境..............................................................................................................................................33.2.杰瑞斯蛋糕房简介..............................................................................................................................33.3.SWOT分析.............................................................................................................................................44.目标消费者分析..............................................................................................................................................54.1.目标消费群体......................................................................................................................................54.2.目标消费者心理分析..........................................................................................................................54.3.目标消费者行为因素分析..................................................................................................................54.3.1.概述..........................................................................................................................................54.3.2.宣传因素..................................................................................................................................64.3.3.价格因素..................................................................................................................................64.3.4.环境因素..................................................................................................................................64.3.5.服务因素..................................................................................................................................64.3.6.品牌因素..................................................................................................................................74.3.7产品因素...................................................................................................................................75.营销策略..........................................................................................................................................................85.1.产品策略..............................................................................................................................................85.2.促销战略..............................................................................................................................................95.3.广告支持策略................................................................................................................................
