【最新精品版】卫浴产品营销策划方案

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1、2010年全国高校市场营销大赛营销策划案题目：浴霸不能——司丹尔卫浴系列产品营销策划方案参赛队员姓名：参赛院校：指导教师：联系方式：企业名称：联系人姓名：联系方式：作品完成时间：第21页共21页摘要本次策划以树立司丹尔卫浴的良好品牌形象，提高其市场份额，最大限度的挖掘卫浴市场的潜力，提高产品知名度为目标而展开。通过对目标市场、竞争环境以及消费者详细分析，笔者制定了相应的市场策略。在以无形产品——服务作为卖点和推销热点的基础上，提出特色化的整体卫浴解决方案。整个策划案中，所需费用较少，这对于司丹尔这样一个规模较小，投入较少的企业大为有益，可以帮助企业一步一个脚

2、印，树立良好的品牌形象，提高企业知名度。第21页共21页目录一、目标市场的选择·············································（一）卫浴市场背景·············································（二）卫浴市场现状·············································（三）目标市场分析·············································二、竞争对手分析····························

3、···················（一）主要竞争对手·············································（二）主要竞争对手的优劣势·····································三、消费者分析·················································（一）消费者购买需求分析·······································第21页共21页（二）消费者的反馈意见·································

4、········（三）目标客户的消费流程和消费心理分析·························四、市场策略···················································（一）品牌策略·················································（二）产品策略·················································（三）定价策略·················································（四）渠道

5、策略·················································（五）促销策略·················································五、项目的成效评估及风险预测···································六、竞争战略的设计·············································（一）第21页共21页切入市场战略·············································（二）建立竞争优势·

6、············································（三）独特的探索和实践·········································七、附件策划案开始没有对企业的基本介绍，另外没有说明本策划案的主要目的。·······················································一、目标市场的选择（一）卫浴市场背景1.党用三级标题说明，否则意思不明确。你需要突出的是房地产业的增长带来的卫浴市场的扩张。另外很多城市住房的需求者已经不再满足一套住房一个卫生间的情况了，而

7、是希望主卧室配有独立卫生间，这其实也更增加了对卫浴市场的需求（包括你2中说到的个性化问题）。表、图都要加说明！的十六大以来，我国城市规模不断扩大，城市化进程继续加快，城市经济发展实力明显增强。50年来，我国城市人口从10％多一点，提高到45..68%。下图明确地告诉我们，我国城市人口从2000年的4.5亿增加到2008年的6.0亿，短短8年中，我国城市人口增加了1.5个亿。目前中国有13亿人口，其中农村人口8亿左右。而按照我国城市化进程的目标，到2020年要力争使农村人口少于3个亿。这也就意味着在未来的10年中，我国城市人口将增加5亿，达到10个亿！10个亿

8、的城市人口必将带来房地产产业的蓬勃发展。尤其是这几年