礼品市场营销策划书.doc

天使礼品店营销策划书
班级: 经管学院09国贸
学号: 0
策划人: * *
委托方: 天使礼品店
任课教师: *** 教授

2011年12月
前言
本人于2011年11月,应天使礼品店的要请,在协同本团队成员经过精心调查,深入研究,共同努力下完成了相关问题的调研工作。再经过我们后期对资料的整理、总结而写出了这篇营销策划书。
由于天使礼品店希望在攀大开辟大市场,增加礼品销售量,扩大在这个市场的占有率,挖掘潜在的客户。而委托与我对这个市场进行相关的研究,希望能借此达到公司目的。
在完成这个营销策划书过程中。我们首先是设计礼品的问卷调查的问卷,然后到攀大校园内对同学进行了调查并统计分析数据,共同讨论了调查报告写成了市场调研报告。通过调查我认为就本地的市场而言也是也是挺有潜力的。就宏观环境而言在中国整个行业也是很有前途的,到目前为止整个行业还没有形成大规模的、专业化的礼品企业,如果能借着这个机会成为这个行业的龙头企业,那么这个企业的利润也是挺可观的。这也是礼品店或企业的最终目标。
目录
一、摘要·································································4
二、环境分析·····························································4
1. 现状及前景························································4
···························································5
三、机会分析·····························································5
··························································5
2. 目前营销现状······················································6
···························································6
四、战略及行动方案·······················································6
1、营销宗旨··························································6
2、产品策略··························································7
3、价格策略···························································7
4、销售渠道··························································7
5、广告宣传
···························································8
6、具体行动方案························································8
五、营销目标······························································9
····························································9
···························································9
··························································9
六、营销费用·····························································10
七、结论·································································11

(一)摘要
从调查的情况来看购买欲望是绝对有的,%的人愿意在节假日送礼物,%的人认为在生日送礼是理所当然的,本校大概有一万多人,在加上