无名粉店市场营销策划.docx

名目TOC\o"1-3"\h\z\u一、背景分析PAGEREF_Toc328102992\h1〔一〕公司简介PAGEREF_Toc328102993\h1〔二〕现状分析PAGEREF_Toc328102994\h41、宏瞧环境分析PAGEREF_Toc328102995\h42、微瞧环境分析PAGEREF_Toc328102996\h4二、调研报告PAGEREF_Toc328102997\h6〔一〕调研方案PAGEREF_Toc328102998\h6〔二〕调研情况概要PAGEREF_Toc328103006\h9〔三〕调研数据分析PAGEREF_Toc328103010\h101.调查样本分布PAGEREF_Toc328103011\h102.无名粉店市场调查分析PAGEREF_Toc328103012\h12〔四〕调研结论和建议PAGEREF_Toc3281030一三\h一八1.调研全然结论PAGEREF_Toc328103014\h一八2.建议PAGEREF_Toc3281030一五\h19三、战略PAGEREF_Toc328103016\h20〔一〕市场细分PAGEREF_Toc328103017\h20〔二〕目标市场的选择PAGEREF_Toc3281030一八\h21〔三〕市场定位PAGEREF_Toc328103020\h22〔四〕营销战略PAGEREF_Toc328103021\h231.差异化战略PAGEREF_Toc328103022\h232.市场领导者战略PAGEREF_Toc328103023\h243.一体化成长战略PAGEREF_Toc328103024\h25四、品牌战略PAGEREF_Toc328103025\h27〔一〕品牌定位PAGEREF_Toc328103026\h271.产品定位PAGEREF_Toc328103027\h282.企业定位PAGEREF_Toc328103028\h29〔二〕品牌理念PAGEREF_Toc328103029\h291.企业的品牌理念PAGEREF_Toc328103030\h292.产品的品牌理念PAGEREF_Toc328103031\h30〔三〕品牌形象PAGEREF_Toc328103037\h31〔四〕品牌价值PAGEREF_Toc328103038\h32〔五〕品牌保卫PAGEREF_Toc328103039\h321.品牌的经营保卫PAGEREF_Toc328103040\h322.品牌的保卫PAGEREF_Toc328103041\h34〔六〕品牌延伸PAGEREF_Toc328103042\h34五、营销组合策略PAGEREF_Toc328103043\h35〔一〕产品策略PAGEREF_Toc328103044\h351.产品整体策略PAGEREF_Toc328103045\h352.产品组合策略PAGEREF_Toc328103046\h383.产品整合策略PAGEREF_Toc328103047\h394.产品包装与效劳PAGEREF_Toc328103048\h395.新产品开发策略PAGEREF_Toc328103049\h42〔二〕渠道策略PAGEREF_Toc328103050\h421.无名粉店的渠道结构特点PAGEREF_Toc328103051\h422.具体的渠道策略PAGEREF_Toc328103052\h423.渠道创新PAGEREF_Toc328103053\h444.渠道操纵----加强有效的渠道操纵PAGEREF_Toc328103054\h44〔三〕促销策略PAGEREF_Toc328103055\h451.广告筹划PAGEREF_Toc328103056\h452.营业推广活动PAGEREF_Toc328103057\h493.具体活动方案PAGEREF_Toc328103058\h50六、营销团队建设PAGEREF_Toc328103059\h52〔一〕岗位设置PAGEREF_Toc328103060\h52〔二〕人员培训PAGEREF_Toc328103061\h53四、附件PAGEREF_Toc328103062\h54〔一〕附件1：无名粉店市场调查PAGEREF_Toc328103063\h54无名粉店营销筹划方案一、背景分析〔一〕公司简介无名粉店餐饮连锁