第0页共85页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第0页共85页目录1．项目背景及企划案目的.............................................21.1“欢乐迪KTV”介绍...........................................................21.2“星光欢乐迪KTV”泉州泉秀店简介.............................................31.3欢乐迪泉州泉秀店存在的问题..................................................31.4项目的必要性................................................................41.5本企划案的目的..............................................................42.市场分析..........................................................52.1PEST分析...................................................................52.2竞争对手分析...............................................................62.2.1当前泉州KTV分类........................................................62.2.2竞争对手分类：..........................................................62.2.3竞争对手调研（注：泉州市区内情况）......................................82.2.4欢乐迪泉秀店与主要竞争对手..............................................92.3消费者分析.................................................................103.营销战略.........................................................133.1SWOT分析...................................................................133.2STP分析...................................................................143.2.1市场细分...............................................................143.2.2目标市场...............................................................143.2.3市场定位...............................................................153.3战略规划...................................................................163.4竞争战略...................................................................163.4.1基本竞争战略...........................................................163.4.2市场地位...............................................................163.5品牌战略...................................................................164.营销策略.........................................................184.14P策略分析................................................................184.2服务策略...................................................................194.3价格策略...................................................................214.4渠道策略...................................................................244.5促销策略...................................................................264.5.1人员推销策略...........................................................264.5.2广告策略...............................................................284.5.3销售促进策略...........................................................344.5.4公关策略...............................................................344.5.5专题活动...............................................................35第1页共85页第0页共85页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共85页5.人力资源规划.....................................................405.1泉秀店的组织结构...........................................................415.2部门职责：.................................................................415.3招聘.......................................................................425.4培训与开发.............................
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