光华眼镜店商业计划书目录前言------------------------------------------------------------------------------------------------1一、营销策划目的-------------------------------------------------------------------------------2二、市场状况分析-------------------------------------------------------------------------------21、环境分析--------------------------------------------------------------------------------------22、产品分析---------------------------------------------------------------------------------------33、竞争者分析------------------------------------------------------------------------------------44、消费者分析------------------------------------------------------------------------------------4三、SWOT分析----------------------------------------------------------------------------------41、机会与机率分析(O)------------------------------------------------------------------------42、市场威胁分析(T)------------------------------------------------------------------------53、自身优势分析(S)------------------------------------------------------------------------54、自身劣势分析(W)-----------------------------------------------------------------------6四、市场选择及定位:---------------------------------------------------------------------------6五、营销策略:------------------------------------------------------------------------------------61、产品策略——重款式------------------------------------------------------------------------6创新设计——DIY(DoItYourself)设-------------------------------------------------5价格策略-------------------------------------------------------------------------------------7渠道策略-------------------------------------------------------------------------------------:-------------------------------------------------------------------------------、积分制以及联合营销----------------------------------------------------------74、促销策略---------------------------------------------------------------------------------------:---------------------------------------------------------------------------------------------------------------------------
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