目 录前 言.........................................................................1第 1 章 界定问题...............................................................21.1 策划目标.............................................................21.2 策划主题.............................................................2第 2 章 环境分析...............................................................32.1 市场需求状况.........................................................32.2 竞争状况.............................................................32.3 分销状况.............................................................42.4 环境状况.............................................................5第 3 章 问题点及机会点（SWOT 分析）............................................73.1 优势（Strength）.....................................................73.2 劣势（Weakness）.....................................................73.3 机会（Opportunity）.................................................83.4 威胁（Threat）......................................................9第 4 章 营销目标..............................................................104.1 市场目标............................................................104.2 财务目标............................................................10第 5 章 营销战略..............................................................115.1 市场细分............................................................115.2 目标市场............................................................115.3 市场定位............................................................12第 6 章 营销组合策略..........................................................146.1 产品策略............................................................146.2 价格策略............................................................146.3 渠道策略............................................................156.4 促销策略......................................................
