产品市场推广计划模板

产品市场推广 计划 项目进度计划表范例计划下载计划下载计划下载课程教学计划下载 模板 产品市场推广计划 第一部分 前言 策划书目的及目标的说明 第二部分 市场调研及分析 一、行业动态调研及分析 1. 行业饱和程度 2. 行业发展前景 3. 国家政策影响 4. 行业技术及相关技术发展 5. 社会环境 6. 其他因素 二、 企业内部调研及分析 1. 财务状况，财务支出结构 2. 企业生产能力，产品质量，生产水平 3. 企业策划、销售、执行能力的调研 4. 产品各品项研究:定位、包装、价格、市场目标受众、竞争优势 三、潜在进入者调研及分析 1. 行业进入成本/壁垒。 2. 行业退出成本 3. 进入后对本企业的威胁 4. 对竞争者的威胁 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 四、现有竞争者的调研及分析 1. 财务状况，财务支出结构 2. 企业生产能力，产品质量，生产水品。 3. 企业策划、销售、执行能力的调研(员工意见)。 4. 产品各品项研究:定位、包装、价格、市场目标受众、竞争优势(员工,顾 客意见)。 五、替代品调研及分析。 1. 替代品工艺。 2. 消费者认可程度。 3. 发展态势。 六、互补品调研及分析。 1. 是否存在互补品。 2. 互补品价格。 3. 互补品对产品的要求。 4. 互补品发展趋势及其未来新要求。 七、原料供应商调研及分析。 1. 可供选择的供应者。 2. 原材料是否有替代品。 3. 供应商的讨价还价能力。 4. 我们对其依赖程度。 5. 供应商的供应能力。 八、中间商调研及分析。 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 1. 中间商的性质:配送商、经销商、代理商(独家、总代理„) 2. 中间商对我们产品的依赖(关注)程度(相对数值)。我们产品占用他资金的比例，给予他的利润比例。 3. 中间商的给予我们产品的支持(绝对数值):配送能力、资金实力、人力。 九、消费者调研及分析。 1. 消费者背景研究:收入、教育、年龄、性别、家庭组成、种族、工作 2. 消费者对产品和竞品的认知及态度:质量、价值、包装、型号、品牌声誉、品牌形象等及其认知差别。 3. 消费者的使用情况:购买动机、购买量、何时使用、如何使用等。 4. 购买角色。 5. 消费者对现有营销活动的评价。对广告的接受程度、对营业推广的理解等。 第三部分 企业战略及产品策略的制定 一、企业战略制定 二、产品策略制定。(提供原则或 标准 excel标准偏差excel标准偏差函数exl标准差函数国标检验抽样标准表免费下载红头文件格式标准下载 ) 1. 产品。 1) 品项:市场定位、目标受众。 2) 包装:陈列显著、方便、符合产品定位、价格等 2. 价格。 1) 符合企业战略(长线产品/短线投资) 2) 符合产品定位 ? 利润为主/市场占有率为主 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township ? 根据产品市场定位不同，采取不同价格策略。 ? 保留一支低利润甚至无利润产品，该品项各种市场表现(如包装宣传诉求点等)模仿主要竞争对手，以破坏其市场及形象。 3. 渠道。 1) 一般通路。对经销商的选择、管理控制、返点等。 2) 特通。由于产品特性及价格不同，我们可以选择那些特殊通道，以便它的目标客户能够便利的获得该产品。 3) 新终端开发队伍。 4) 直营队伍。对于一些特殊情况，如经销商的流失，直营队伍暂时性的弥补空白市场。 5) 客户数据库的管理。业代前期市场推广积累的客户资料及经销商自身对终端的开发，这些终端资料应当及时地通过业代以书面的形式提交公司。公司对这些资料的管理可以避免因业代及经销商的流失而造成的终端流失。 4. 促销。 1) 广告:诉求点 2) 人员推销: a) 人员的培训 b) 人员的岗位界定 c) 人员的考核 d) 人员的激励 3) 营业推广 a) 对顾客。?稳定主打产品价格;?对品牌的宣传 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township b) 对零售商。稳定价格，保证促销后价格能够恢复，销量得以维持;或者在短时间内抢先占领货架 c) 对中间商。尽量减少短期大力度促销活动，一方面会破坏市场，影响终端价格体系，另一方面经销商对终端很可能没有落实，从中截取，成为其“灰色收入”。 4) 公共关系。事件营销:把握正确的营销事件。直接告知消费者的营销事件应当包含消费者利益点，并且该信息是以直接明了的方式告知消费者利益点的。 第四部分 具体执行,实施(建议 方案 气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载 ) 一、 产品设计 二、价格设计 三、渠道设计 四、促销设计 五、销售管理 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township