完美牌沐浴露无锡地区的营销方案分析
摘要： 完美公司生产与经营的完美芦荟沐浴露在当前的市场上受到品牌“舒肤佳” 、“多芬”、“六神”等强大品牌的冲击，这就导致了完美沐浴露的市场销售额、市场占有率下降。而且在今后的市场竞争战中，由于自身的实力和无形资产较其它大牌企业弱，这就会导致自身的价格优势也会逐步丧失，如今面对日益竞争激烈和趋于饱和的市场，完美公司需要找到新的目标市场和目标客户，并且要制定新的营销策略来稳住和开拓市场。本计划在分析外部环境、内部环境、消费情况、竞争情况等因素的基础上，可以尽快完成寻找新的目标市场和目标客户；根据自身企业的特点，设定符合自身条件的营销目标，对完美沐浴露的营销策略进一步研究和升级。希望通过本计划的顺利实施，完美沐浴露在无锡市场的销量和市场占有率能够有所提升。
关键词：沐浴露行业；市场调查；无锡市
Analysis of the marketing scheme of wanmeipai mu Wuxi area
Abstract: Perfect company production and operation of the perfect aloe bath in the current market by brand " Safeguard "," Dove ", " SIX GOD" and other powerful brands impact, this led to the perfect mu market sales, market share decline. And in the future market, because of its own strength and intangible assets are weaker than other big enterprises, this will lead to its price advantage will gradually lose, now face increasingly competitive and saturated market, perfect company needs to find new target market and target customers, and develop new marketing strategy to stabilize and develop the market. Based on the analysis of external environment, internal environment, consumption, competition and other factors, the plan can complete the search for new target market and target customers as soon as possible; According to the characteristics of the enterprise, set up the marketing target according to its own conditions, and further study and upgrade the marketing strategy of the perfect mu. Hope through the smooth implementation of this plan, the perfect mu in Wuxi market sales and market share can be improved.
Key words: mu industry; Market research; Wuxi city
目 录
1.公司简介 1
2.内外部环境分析 1
1.1波特五力模型 2
1.2外部环境分析 2
1.3Swot分析 3
2.分析完美沐浴露目标市场及产品定位 4
2.1完美沐浴露目标顾客 4
2.2完美沐浴露细分市场 5
2.3市场结构图及市场定位 5
3.完美沐浴露营销组合分析 6
3.1 产品组合 6
3.1.1产品的三层次分析 6
3.1.2产品的生命周期分析 7
3.1.3完美沐浴露的产品组合 7
3.2定价策略 8
3.2.1定价六步骤 8
4.2.2定价方法 9
3.3.渠道策略 9
3.3.1完美沐浴露渠道图 9
3.3.2完美沐浴露分销渠道方法 10
.4.促销组合 10
4.4.1广告 10
4.4.2营业推广 11
4.4.3 营销推广费用预算 12
5.建议 13
参考文献 14
参考文献
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[2]吴宪和.营销形象策划[M].上海：上海财经大学出版社，1998年版.
[3]陈文江. 营销渠道发展趋势分析和管理策略[J]. 市场论坛. 2009(03)
[4] 《无锡农村城市化评价指标体系》无锡市商委 2008.9
[5]完美官网
http://www.bysj360.com/html/6464.html
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