目录
前言....................................................................................................................................................2
一、企划概要....................................................................................................................................3
二、现状分析....................................................................................................................................4
（一）宏观分析........................................................................................................................5
（二）微观分析........................................................................................................................6
（三）结果分析........................................................................................................................7
三、市场细分....................................................................................................................................7
（一）目标市场策略................................................................................................................7
（二）产品分析........................................................................................................................8
四、目标设定....................................................................................................................................9
（一）策划目的........................................................................................................................9
(二)策划目标............................................................................................................................9
五、产品策略..................................................................................................................................10
(一)产品描述..........................................................................................................................10
（二）产品名称......................................................................................................................10
（三）特点..............................................................................................................................10
（四）功能..............................................................................................................................10
（五）包装..............................................................................................................................10
六、价格策略..................................................................................................................................10
（一）定价策略......................................................................................................................10
（二）市场现状......................................................................................................................11
（三）定价因素......................................................................................................................11
（四）最终定价......................................................................................................................11
七、渠道策略..................................................................................................................................11
八、推广策略..................................................................................................................................12
（一）推广目标......................................................................................................................12
（二）推广组合......................................................................................................................12
（三）推广计划......................................................................................................................12
九、广告策略..................................................................................................................................12
（一）广告目标......................................................................................................................12
（二）宣传对象......................................................................................................................13
（三）广告表现计划..............................................................................................................13
九、组织与控制..............................................................................................................................13
十、预算..........................................................................................................................................13
十一、效果预测评 ..................................................................................................................14
