兰天集团娄底东风日产4S店品牌推广策划策划团队：湖南人文科技学院经管系09级市场营销一班李宏辉龙海华李英黄娟瑾目录一．前言...........................................................................................................................................4二．企业背景分析...........................................................................................................................4三．市场分析...................................................................................................................................5（一）宏观环境.......................................................................................................................51、经济环境.....................................................................................................................52、政策环境.....................................................................................................................63、社会文化环境.............................................................................................................74、技术环境.....................................................................................................................75、行业环境.....................................................................................................................7（二）（微观）波特五力模型分析.....................................................................................91现有竞争者...................................................................................................................92．潜在竞争威胁.........................................................................................................103.替代品的威胁........................................................................................................104.供应商的谈判力......................................................................................................115.购买者的谈判力........................................................................................................11（三）、SWOT分析..........................................................................................................121.油耗低..........................................................................................................................132.销售服务......................................................................................................................143.全价值链竞争力强......................................................................................................154.绿色产品和技术，环保节能......................................................................................15（四）、消费者分析...............................................................................................................16四、品牌战略规划.........................................................................................................................17五．品牌推广策略.........................................................................................................................18（一）公益营销与企业品牌建设.........................................................................................181．公益营销价值分析...................................................................................................192.对于兰天集团娄...
