市场营销策划作业--德芙巧克力营销策划11页

市场营销策划作业--德芙巧克力营销策划

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市场营销策划作业

德芙巧克力营销策划

摘 要

一周七天，“浪漫、青春、健康、力量、关心、博爱、愉悦?”我们每天都有一个喜爱巧克力的理由。

很多人会从身边走过，很多事一路漂远，但在时光的河流里，总有一些东西是不会变的，像浓情巧克力那样的口齿留香，像爱人执手相握的深情，像夜归时那一盏温暖的灯光。愿巧克力的浓情永远伴随着您与爱人、亲人和朋友分享幸福生活的每一个美好瞬间。

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目 录

前 言 ······················· 4 一、企业概况简述 ·················· 4 二、市场环境分析（SWOT分析） ··········· 4

（一）市场需求分析 ·················· 4 （二）市场竞争分析 ·················· 5

优势： ················································································································· 5 劣势： ················································································································· 5 机会： ················································································································· 5 威胁： ················································································································· 6

三、活动主题 ···················· 6 四、营销目标 ···················· 6 五、营销战略 ···················· 6

（一）市场细分 ···················· 6 （二）市场目标 ···················· 7 （三）市场定位 ···················· 7

六、营销组合 ···················· 7

（一）产品 ······················ 7 （二）价格 ······················ 8 （三）渠道 ······················ 8 （四）促销 ······················ 8

特价促销活动 ····································································································· 8 情感促销活动 ····································································································· 8

七、行动方案 ···················· 8 八、财务预算 （略） ················ 9

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