网络营销策划书目录第一章项目背景.........................................................................................................1第二章市场分析.........................................................................................................22.1宏观环境分析.................................................................................................22.2微观环境分析.................................................................................................22.3行业竞争分析（五力竞争模型）.................................................................22.4市场细分.........................................................................................................22.5目标市场选择.................................................................................................32.6市场定位（SWOT分析）..............................................................................3第三章营销策略.........................................................................................................43.1营销理念.........................................................................................................43.2营销目标.........................................................................................................43.3产品策略.........................................................................................................43.4定价策略.........................................................................................................43.4.1定价依据..................................................................................................43.4.2定价策略..................................................................................................43.5渠道策略.........................................................................................................43.5.1渠道规划..................................................................................................43.6推广策略.........................................................................................................4第四章公司战略.........................................................................................................54.1公司性质.........................................................................................................54.2战略规划.........................................................................................................54.3公司竞争力持续递增策略.............................................................................5第五章公司组织与管理.............................................................................................65.1组织架构.........................................................................................................65.2机构职能.........................................................................................................65.3人力资源管理.................................................................................................6第六章财务分析.........................................................................................................76.1收入情况预测.................................................................................................76.2成本费用预测................................................................................................
