市场营销企业实训报告院系：商学院专业：物流管理年级（班级）：2016级（1）班姓名（学号）：陆恒燚（20161241105）陈俊杰（20161241102）叶生菊（20161241139）许燕红（20161241126）王思伊（20161241154）冯佳（20161241152）指导教师：谢凌旭调研企业：上海回力鞋业有限公司完成日期；2016.5.20目录一.回力鞋业简介...............................................................................................11.品牌介绍..................................................................................................12.发展历程..................................................................................................1二．回力市场行业分析....................................................................................21.回力所在市场概述..................................................................................22.竞争环境分析..........................................................................................23.营销战略计划.........................................................................................31.消费者特征分析......................................................................................32.消费者购买习惯分析..............................................................................33.消费者消费行为分析..............................................................................34.现有消费者的态度.................................................................................45.潜在消费者分析......................................................................................4四.回力鞋业市场定位及产品分析...................................................................51.市场营销目标..........................................................................................52.产品定位分析..........................................................................................53.产品品牌分析..........................................................................................54.产品特征分析..........................................................................................65.产品存在问题..........................................................................................6五.回力鞋业SWOT分析...................................................................................81.Strength优势分析...................................................................................82.weakness劣势分析.................................................................................83.opportunity机会分析..............................................................................94.threats威胁分析......................................................................................9六．回力营销建议案......................................................................................101.营销战术规划........................................................................................102.促销思路概要及促销推广方案............................................................103.营销广告宣传........................................................................................104.定价策略................................................................................................115.分销策略................................................................................................116.产品战略............................................
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