汽车美容养护策划书.doc

汽车美容与养护
营
销
策
划

书



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目录

概要····················································3
一、营销策划的目的和目标································4
目的···············································4
目标···············································4
二、产品介绍··············································4
三、营销环境分析··········································5
汽车饰品市场总体概况································5
汽车饰品市场竞争状况································6
微观环境分析········································6
宏观环境分析········································6
四、SWOT分析············································ 7
优势··············································7
劣势··············································7
机会··············································
7
威胁··············································7
五、目标市场分析··········································7
(一) 市场细分···········································7
(二) 目标市场选择·······································8
(三) 市场定位···········································8
六、4P策略组合···········································8
(一) 产品策略···········································
8
(二)定价策略···········································9
(三)分销策略···········································9
(四)促销策略···········································9
七、营销活动方案·········································10
八、预计财务报表·········································10
(一)投资预算···········································10
(二)效益分析··········································11
概要

汽车不仅仅是代步的交通工具,还是一部流动的房子。正如人们购到房子后花钱装修一样,时下越来越多的车主购到汽车后都要对其装饰美容。有的人甚至将刚刚买回来而未经任何装饰的新车称为“裸车”,其言下之意是没有经过装饰的汽车就如同没有入网的手机一样不能使用。汽车装饰不仅可以体现车主的个性与品味,更重要的是通过装饰可以让车主从中找到一份满足,一份安全与舒适,为汽车营造一种家的温馨与浪漫。
因此,汽车用品行业也成为目前中国发展最快、前景最好的行业之一。特别是近几年, 随着私家车走进千家万户,汽车饰品热也正在升温,许多爱车之人(尤其女车主)花几百、数千元甚至更多的钱装点自己的车。许多有车一族的消费理念已从想拥有一辆车向拥有一辆漂亮、有个性的车转变。
汽车装饰好比家庭装修,是汽车使用和发展过程中的一个必然过程。过去,装饰品是一种奢侈品,但随着我国汽车工业的井喷式发展,汽车用品行业发展速度一日千里,成为中国汽车后市场的一支生力军。
一、营销活动的目的和目标
(一)目的
通过这次营销策划活动的实施,向有车一族推广“我爱我车,装