回力鞋营销策划案小组成员:许华烽林炎明杨欣凤林菲菲王玉琴肖秋汝张琳芳指导老师：许安心老师2012年11月28日目录前言.............................................................................................................................................11产品简介.................................................................................................................................11.1企业简介......................................................................................................................11.2回力的发展历程..........................................................................................................11.3回力产品的特色..........................................................................................................22市场分析.................................................................................................................................22.1营销环境分析..............................................................................................................22.1.1营销环境中宏观的制约因素...........................................................................22.1.2营销环境中的微观制约因素...........................................................................32.2市场概况......................................................................................................................52.2.1市场背景分析...................................................................................................52.2.2竞争者分析.....................................................................................................102.2.3消费者分析......................................................................................................112.3产品现状分析............................................................................................................122.3.1产品特征分析.................................................................................................122.3.2产品生命周期分析.........................................................................................142.3.3产品的品牌形象分析....................................................................................一五2.3.4产品定位分析....................................................................................................163营销战略分析.......................................................................................................................163.1SWOT分析...................................................................................................................163.1.1优势（strengths）..........................................................................................163.1.2劣势（Weakness）..........................................................................................173.1.3机会（Opportunities）...............................................................................173.1.4威胁（Threats）.......................................................................................一八3.2品牌战略分析........................................................................................................一八3.2.1品牌释义.....................................................................................................一八3.2.2品牌精神..............................................................
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