某公司年度营销策划提案

is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 公司 2002 年 营销策划提案 编编 制 制 审审 核 核 批批 准 准 会会 签 签 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 目 录 一 市场分析 1 目标顾客群细分 2 目标顾客群心理分析 3 竞争对手分析 4 市场机会点 二 营销战略 1 市场切入方式 A 产品切入方式 B 销售切入方式 C 服务切入方式 D 公司切入方式 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 一 市场分析 1 目标顾客群细分 家用锅炉的目标顾客家中必须有天然气管道 以下细分的目标顾客群 都首先拥有此条件 家用壁挂式燃气采暖热水锅炉的目标顾客群有 A 家庭成员高收入且追求高品质生活的家庭 B 企 事业单位中有资金实力且计划为职工建设高档住宅小区的单位 C 开发高档住宅小区或高档商住一体写字楼的房地产开发商 2 目标顾客群心理分析 A 群体 a 集中供暖有固定送暖时间限制 不能随天气变化而改变 故时 常 受冻 b 集中供暖的室内温度的控制权不在自己手中 故无法让暖气产 生 自己想要的舒适温度 c 热水器中燃气的因缺少强排式的而不能选择 电热水器因受容 量 限制而不能满足全家人的洗澡需求 d 家用锅炉的价位不是问题 因为 1 万元左右的家居耐用品有背 投 彩电 高速电脑 家用摄像机 整体厨柜 整体卫浴 高档家 俱等 而其品牌 服务至今还不是很清楚 因此无从选择 B 群体 a 为职工解决 住 的问题 而采暖集中供暖的问题 A 中 a b 项 最关键的问题之一 解决之道便是选择家用锅炉 b 因是职工福利且是单位筹办 所以选择家用锅炉时价位不是问 题 而品质 服务是核心 只要职工满意 建房此事才算过关 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is C 群体 a 既然是高档建筑 在有了家用锅炉后就应放弃集中供暖 b 选择家用锅炉 首选品牌 这为售房提供卖点 次选服务 这 为 售房后解决了业主的后顾之忧 3 竞争对手分析 西北市场 A 在西北地区家用锅炉的品牌以国外品牌为主 的主要竞争对手 是 意大利的阿里斯顿 八喜 欧仙 德国的菲斯曼 法国的沙 福都 B 在西北地区家用锅炉的竞争集中于西安市场 在西安以外的广大 市场各品牌的销售网络还没有健全 C 在西安市场 各品牌的竞争都集中于集团购买上 对于消费者的 市场培育还都做得很少 电视 报纸上的品牌 功能宣传还没有 有两个品牌设立了专卖店 但没有大众媒体上的广告引导 客流 量少 只起到了对集团购买的辅助作用 D 在西安市场 各品牌的品牌传播仅限于集团购买客户 在广大消 费者心中还没有着手运作 各品牌的售后服务还没有进行宣传 服务在潜在顾客群心中是一个待解的迷 E 除了 各品牌的代理商的综合实力都很小 因此在推荐时大家 都强化品牌而弱化自己 4 市场机会点 A 三个目标顾问群都对家用锅炉有了需求 B A 类目标顾客群还没有被各品牌重视 因为 A 群体对 B C 两群 体有引导及制约力 所以 A 群体的开发是关键 C 各品牌的西北市场的销售网络还不健全 因此 谁先布局谁先受 益 D 各品牌在广告上还没投入 因此 谁先投入 立推品牌 品质 服务 谁就会在消费者心中立足于第一品牌位置 E 各品牌的竞争集中于国外品牌 而 公司拥有两大绝对优势 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 1 在西安市场市场占有率第一 是第一品牌 对此相应宣传 会对招商工作起到很好的促进作用 2 公司隶属于西安高科集团 公司实力强大 会给各大代理商 提供完备的后备保障 传播中突出 公司对品质 服务的保障 则会让顾客产生 大树底下好乘凉 之信心 二 营销战略 1 市场切入方式 A 产品切入方式 a 时尚切入 欧洲 10 的家庭用家用锅炉 b 品牌切入 在陕西市场占有率第一 c 品质切入 现取得的索证 d 概念切入 广告语 科技创造舒适生活 产品整体概念 家庭温泉 四季如春 产品整体概念解释 不仅是产品 而是一个空间的概念 人在生活中离不开空气 和水 为您提供暖气与温水 在家中 只有空气温暖 水温暖 您才能全身心享受读书 品茶 上网 睡眠 娱乐 B 销售切入方式 a 网络切入 在全国组建完善的销售网络 高华公司 省 总 代省 总 代省 总 代省 总 代 地区总代地区总代 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is b 战略联盟切入 公司与管道 散热器 厨俱 浴器 地板 等厂家 或代理商 级建成开发全国市场的战略联盟体 使 顾客的安装之忧及各项选择之虑得到解决 战略联系的结合点 一 在各自的宣传中你中有我 我中有你 二 共同出资出实物在城市中建一处样板间 C 服务切入方式 a 概念切入 b 体系切入 c 公司 e 友切入 公司设立 公司网站 老顾客可在 公 司网站结交朋友 共商发展之大计 潜在顾客可在 公司网 站了解高品质生活的各种时尚信息 公司网站的频道设立有 公司新闻 产品全析 战略联盟 公司商机 公司知识库 商品质生活圈 e 友社区 公司信 箱 D 公司切入方式 a 在产品宣传中突出 公司是品质 服务的载体 b 在战略联盟销售网中突出 公司是组织者 领导者 温心服务 售前售中售后 温馨服务温情服务 售前 温暖服务 电话解答 上门讲解 店中讲解 免费设计 免费安装 免费培训 电话回访 上门回访 4 小时到位 解决问题 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting re