课题名称：宝琍珑服装有限公司营销策略分析目录1绪论..........................................................................................................................................................61.1研究背景及意义...........................................................................................................................61.2研究框架.......................................................................................................................................62公司的概况及营销现状分析..................................................................................................................72.1公司简介.......................................................................................................................................72.2公司营销现状...............................................................................................................................83的外部环境分析......................................................................................................................................93.1宏观环境分析...............................................................................................................................93.2环境分析.....................................................................................................................................104公司具体营销策略分析........................................................................................................................124.1差异化产品策略.........................................................................................................................124.1.1产品多品牌化策略..........................................................................................................134.1.2产品品牌系列化策略......................................................................................................134.2的多样化定价.............................................................................................................................134.2.1制定的影响因素分析......................................................................................................144.2.2的多样化定价策略..........................................................................................................144.3的“虚拟”渠道策略.................................................................................................................154.3.1渠道建设的影响因素......................................................................................................154.3.2的“虚拟经营”渠道......................................................................................................154.3.3其他销售渠道..................................................................................................................154.4的“扩散式”促销策略.............................................................................................................164.4.1品牌公关活动..................................................................................................................164.4.2口碑营销..........................................................................................................................165策略的完善及借鉴...........................................................................................
