土好土产农副土特产营销策划案二O一四年五月塑造品牌形象，开拓目标市场。第2页，共18页目录1执行概要和要领.........................................................................................................41.1商标.................................................................................................................41.1.1方案一..................................................................错误！未定义书签。1.2定价.................................................................................................................41.3重要促销手段.................................................................................................41.4目标市场.........................................................................................................52目前营销状况.............................................................................................................52.1市场状况.......................................................................................................52.1.1企业深陷思维定式.................................................................................52.1.2无操作更大市场经验............................................................................62.1.3产品本身无竞争力................................................................................62.1.4地域文化差异........................................................................................62.2产品状况.........................................................................................................62.3竞争状况.........................................................................................................62.4分销状况.........................................................................................................72.4.1低档次恶性竞争....................................................................................72.4.2缺乏策划................................................................................................72.5宏观环境状况.................................................................................................73SWOT问题分析........................................................................................................83.1优势.................................................................................................................83.2劣势.................................................................................................................93.3机率.................................................................................................................93.4威胁.................................................................................................................94营销战略....................................................................................................................94.1目标市场.......................................................................................................104.1.1个人消费者..........................................................................................104.1.2旅游消费者..........................................................................................10塑造品牌形象，开拓目标市场。第3页，共18页4.1.3礼品消费者..........................................................................................104.1.4团体消费者...........
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