营销方案规划(pdf 49页)

目 录
1 概述.............................................................................................................1
1.1 公司简介....................................................................................1
1.2 概况...........................................................................................2
1.3 主要影响....................................................................................6
1.4 商业理念....................................................................................6
2 组织结构......................................................................................................7
2.1 管理及人员................................................................................7
2.2 团队主要组成.............................................................................7
2.3 年度人员分析与费用..................................................................8
2.4 管理机构....................................................................................8
3 产品组合......................................................................................................8
3.1 选择产品组合.............................................................................8
3.2 销售预测..................................................................................10
3.3 分析当前产品组合....................................................................10
4 市场分析....................................................................................................14
4.1 市场分析..................................................................................14
4.2 目标市场..................................................................................15
4.3 市场研究计划...........................................................................16
5 分销与服务................................................................................................17
5.1 分销职能的构成.......................................................................17
5.2 目前销售渠道分析....................................................................18
5.3 客户服务与支持.......................................................................19
6 竞争...........................................................................................................20
6.1 当前产品组合的竞争地位.........................................................20
6.2 我们主要的竞争对手................................................................20
6.3 采取的对策..............................................................................21
7 广告与促销................................................................................................21
7.1 目标与策略..............................................................................21
7.2 下一年的媒体组合....................................................................22
7.3 广告代理信息...........................................................................22
7.4 下一年广告效果评测................................................................22
8 营销人员....................................................................................................23
8.1 营销员工数..............................................................................23
8.2 理想的销售团队.......................................................................23
8.3 非销售人员..............................................................................24
8.4 200 年营销人员费用.................................................................24
8.5 人力资源发展计划....................................................................24
9 优势劣势分析............................................................................................25
9.1 优势.........................................................................................25
9.2 劣势.........................................................................................26
9.3 问题和可能性...........................................................................26
10 目标与策略..............................................................................................27
10.1 概述........................................................................................27
10.2 介绍：新产品组合..................................................................27
10.3 每个产品线组的市场目标.......................................................28
10.4 销售目标................................................................................29
10.5 各销售渠道的的销售目标.......................................................29
10.6 营销策略................................................................................30
10.7 价格政策................................................................................30
11 销售计划..................................................................................................31
11.1 未来三年的销售计划..............................................................31
11.2 销售目标................................................................................32
11.3 图表表示................................................................................33
12 营销预算..................................................................................................36
12.1 营销费用................................................................................36
12.2 市场预算图表.........................................................................37
13 活动时间表..............................................................................................42
13.1 表一........................................................................................42
13.2 表二........................................................................................43
13.3 表三........................................................................................43
14 评估与过程控制.......................................................................................44
14.1 结果........................................................................................44
14.2 按金额计算的结果..................................................................4
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