陈麻花食品有限公司营销整体策划方案组长：夏伟2009212337组员：胡启超周延林冯静袁妤商帮彬章遇寒李雪冰江梅艳刘杰刘洪周航共55页第2页目录一、背景与现状................................................................11、现有的营销手段：..................................................22、现有渠道：.............................................................23、消费者的需求：.........................................................2二、环境分析..................................................................................................................................3（一）外部环境.......................................................................................................................3（二）内部环境分析...............................................................................................................4三、战略分析..................................................................................................................................5企业文化..................................................................................................................................5企业核心竞争力.......................................................................................................................6可利用的资源..........................................................................................................................6四、定位分析..................................................................................................................................7总的定位..................................................................................................................................71、定位说明............................................................................................................................8二、目标定位..........................................................................................................................8市场定位分析..........................................................................................................................9四、渠道定位..........................................................................................................................9五、价格定位分析.................................................................................................................10五、品牌区隔................................................................................................................................10一．4P营销组合策略：........................................................................................................11二．其他一些营销策略：.....................................................................................................12六、产品策略：........................................................................................................................一三产品定位：........................................................................................................................一三产品组合策略：.................................................................................................................一三（1）产品差异化策略.................................................................................................一三（2）新产品开发策略........................................................
