武汉华通广告传媒有限公司创业计划书项目主持人：陈佳赐项目参与人：张远琦秦沛霖包慧娜严鑫林柏汝指导教师：过文俊教授王年咏教授2014年3月目录公司背景篇....................................................1一、执行总结..............................................................1二、公司概述..............................................................3（一）公司简介........................................................3（二）投资亮点........................................................4三、产品与服务............................................................6（一）产品介绍........................................................6（二）产品设计思路....................................................6（三）产品特点与优势.................................................12（四）广告业务流程...................................................13四、公司发展战略.........................................................14（一）公司总体规划...................................................14（二）人力资源战略...................................................15（三）公司文化建设...................................................16市场分析篇...................................................17一、市场环境分析.........................................................17（一）政治环境.......................................................17（二）经济环境.......................................................17（三）文化环境.......................................................17（四）技术环境.......................................................18二、市场调查分析.........................................................18三、户外广告市场细分.....................................................27（一）市场细分现状...................................................27（二）产品定位.......................................................29四、市场定位.............................................................30（一）产品定位.......................................................30（二）企业定位.......................................................30（三）竞争定位.......................................................31（四）消费者定位.....................................................31五、竞争分析.............................................................32（一）SWOT分析......................................................32（二）竞争者压力分析.................................................34六、市场预测.............................................................35（一）概念预测.......................................................35（二）销量预测.......................................................35（三）竞争对手预测...................................................36（四）总结...........................................................36市场营销与推广篇.............................................38一、营销环境分析.........................................................38（一）营销市场环境...................................................38（二）产品特点.......................................................39（三）同业竞争与合作.................................................39二、营销方式.............................................................39（一）创业前期的渠道营销策略.........................................39（二）成长期的关系营销策略.........................
