题目:黄油与面包的连锁经营案例分析指导老师:刘春红系别:经济贸易系专业:市场营销班级:1231姓名:陈梦龙学号：2012070334成绩:2黄油与面包的连锁经营案例分析...................................................................................................3一、企业简介...........................................................................................................................3二、“黄油与面包”连锁经营组织机构...............................................................................32.1连锁企业组织结构的设置......................................................................................32.2“黄油与面包”连锁总部的组织结构..................................................................42.3“黄油与面包”连锁门店的组织结构..................................................................42.4配送中心的组织结构..............................................................................................5三、战略管理...........................................................................................................................53.1连锁企业经营环境分析............................................................................................53.2市场定位..................................................................................................................53.3连锁企业经营战略的选择......................................................................................53.4连锁企业的发展战略..............................................................................................63.5连锁企业的竞争战略..............................................................................................6四、商品管理...........................................................................................................................64.1商品定位与组合......................................................................................................64.2商品管理..................................................................................................................74.3定价策略..................................................................................................................7五、店铺开发与管理...............................................................................................................75.1市场调查与商圈分析................................................................................................75.2店铺的选址..............................................................................................................8六、促销管理...........................................................................................................................86.1促销目标..................................................................................................................86.2促销时机..................................................................................................................86.3促销商品..................................................................................................................86.4促销主题..................................................................................................................86.5促销方式..................................................................................................................9七、内部管理.........................
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