农副土特产品牌营销策划方案-毕业论文.doc

塑造品牌形象，开拓目标市场。第页，共NUMPAGES26页目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc217050996"1执行概要和要领PAGEREF_Toc217050996\h4HYPERLINK\l"_Toc217050997"1.1商标PAGEREF_Toc217050997\h4HYPERLINK\l"_Toc217050998"1.1.1方案一PAGEREF_Toc217050998\h4HYPERLINK\l"_Toc217050999"1.1.2方案二PAGEREF_Toc217050999\h4HYPERLINK\l"_Toc217051000"1.2定价PAGEREF_Toc217051000\h5HYPERLINK\l"_Toc217051001"1.3重要促销手段PAGEREF_Toc217051001\h5HYPERLINK\l"_Toc217051002"1.4目标市场PAGEREF_Toc217051002\h5HYPERLINK\l"_Toc217051003"2目前营销状况PAGEREF_Toc217051003\h5HYPERLINK\l"_Toc217051004"2.1市场状况PAGEREF_Toc217051004\h6HYPERLINK\l"_Toc217051005"2.1.1企业深陷思维定式PAGEREF_Toc217051005\h6HYPERLINK\l"_Toc217051006"2.1.2无操作更大市场经验PAGEREF_Toc217051006\h6HYPERLINK\l"_Toc217051007"2.1.3产品本身无竞争力PAGEREF_Toc217051007\h6HYPERLINK\l"_Toc217051008"2.1.4地域文化差异PAGEREF_Toc217051008\h6HYPERLINK\l"_Toc217051009"2.2产品状况PAGEREF_Toc217051009\h7HYPERLINK\l"_Toc217051010"2.3竞争状况PAGEREF_Toc217051010\h7HYPERLINK\l"_Toc217051011"2.4分销状况PAGEREF_Toc217051011\h8HYPERLINK\l"_Toc217051012"2.4.1低档次恶性竞争PAGEREF_Toc217051012\h8HYPERLINK\l"_Toc217051013"2.4.2缺乏策划PAGEREF_Toc217051013\h8HYPERLINK\l"_Toc217051014"2.5宏观环境状况PAGEREF_Toc217051014\h8HYPERLINK\l"_Toc217051015"3SWOT问题分析PAGEREF_Toc217051015\h9HYPERLINK\l"_Toc217051016"3.1优势PAGEREF_Toc217051016\h9HYPERLINK\l"_Toc217051017"3.2劣势PAGEREF_Toc217051017\h9HYPERLINK\l"_Toc217051018"3.3机率PAGEREF_Toc217051018\h9HYPERLINK\l"_Toc217051019"3.4威胁PAGEREF_Toc217051019\h10HYPERLINK\l"_Toc217051020"4营销战略PAGEREF_Toc217051020\h10HYPERLINK\l"_Toc217051021"4.1目标市场PAGEREF_Toc217051021\h10HYPERLINK\l"_Toc217051022"4.1.1个人消费者PAGEREF_Toc217051022\h10HYPERLINK\l"_Toc217051023"4.1.2旅游消费者PAGEREF_Toc217051023\h11HYPERLINK\l"_Toc217051024"4.1.3礼品消费者PAGEREF_Toc217051024\h11HYPERLINK\l"_Toc217051025"4.1.4团体消费者PAGEREF_Toc217051025\h11HYPERLINK\l"_Toc217051026"4.1.5专业