美特斯邦威不走寻常路i美特斯邦威班级:成员:美特斯邦威不走寻常路ii目录1环境分析...................................................................................................................................11.1营销环境.......................................................................................................................11.2市场细分.......................................................................................................................11.3市场定位策略...............................................................................................................21.4顾客价值理论...............................................................................................................21.5消费者市场及购买行为...............................................................................................22产品策略...................................................................................................................................32.1产品整体概念...............................................................................................................32.2产品组合策略...............................................................................................................32.3新产品开发策略...........................................................................................................42.4产品市场生命周期.......................................................................................................42.5产品品牌与商标策略...................................................................................................53价格策略...................................................................................................................................53.1定价的基本因素...........................................................................................................53.2定价的目标和原则.......................................................................................................63.3定价的程序和方法.......................................................................................................64销售渠道及销售策略...............................................................................................................64.1分销渠道.......................................................................................................................64.2中间商...........................................................................................................................74.3广告...............................................................................................................................74.4网络营销.......................................................................................................................84.5公共关系.......................................................................................................................85市场营销的竞争策略...............................................................................................................95.1竞争者分析...................................................................................................................95.2企业的竞争地位及竞争战略.....................................................................................106市场营销战略...................................
