业务实习2—营销策划实习报告实习名称学院专业班级学生姓名学号实习地点指导教师杨雪成绩1实习起止时间：圣罗兰化妆品营销策划书22016年01月03日目录1背景及整体安排...........................................................................................................................12环境分析......................................................................................................................................22.1宏观环境分析..........................................................22.1.1政治环境........................................................22.1.2经济环境........................................................22.1.3社会环境........................................................32.1.4技术环境........................................................32.2国内化妆品行业的发展状况及行业竞争分析................................32.2.1我国化妆品类渗透率低于国际水平..................................42.2.2国有品牌进入高速成长期..........................................42.3消费者行为分析........................................................42.3.1消费者易受情感影响..............................................42.3.2消费者消费注重个性化............................................42.3.3消费者消费过程中存在冲动性购买行为..............................52.5圣罗兰化妆品的SWOT分析...............................................52.5.1企业优势........................................................52.5.2企业劣势........................................................62.5.3发展过程中面临的机会............................................62.5.4发展过程中面临的威胁............................................72.6SWOT分析结论.........................................................73营销战略分析................................................................83.1化妆品市场细分........................................................83.2圣罗兰化妆品目标市场选择..............................................93.2.1目标市场选择策略的选取..........................................93.2.2目标市场的选择与分析............................................93.3圣罗兰化妆品市场定位.................................................103.3.1美丽...........................................................103.3.2便捷...........................................................1034产品和价格策划.............................................................114.1圣罗兰化妆品的产品策划...............................................114.1.1产品专业化策略.................................................114.1.2产品开发策略...................................................114.2圣罗兰化妆品的价格策划...............................................115渠道和促销策划.............................................................125.1圣罗兰化妆品的营销渠道的设计和选择...................................125.1.1店中店模式与区域代理相结合的营销渠道模式.......................125.1.2通过微信进行销售...............................................135.1.3官方网站与各大电商联合销售.....................................135.2圣罗兰化妆品的促销策划...............................................135.2.1广告宣传策略...................................................135.2.2促销策略.......................................................145.2.3公共关系策略...................................................156营销实施方案...........................
