文档介绍：智能手机全国市场推广策划方案
OPPO
商务管理系
营销112班
制作人:
摘要
此策划案主要介绍,关于oppo公司要进入智能机领域的营销策划书。主要讲解的是产品的组合重组及市场宣传,即4p策略。
策划书包括以下几个部分:第一部分为对所属产品的oppo公司的简单介绍,公司所获得荣誉以及公司自成立,一路发展历程和公司主要产品的概述。第二部分别讲述策划产品oppo智能手机在进入市场前,对市场大体分类而进行的环境分析,探讨公司的智能机产品进入市场中是否,具有发展的前景和发展的潜力。第三部分主要对oppo公司,所生产的oppo智能手机产品的主要优缺点、机会与威胁进行系统总结,进行的全方面分析;目的为了,当产品进行营销时,提前感知,可能在营销活动过程,要遭遇的事件,达到知己知彼;不致于在遇见时,乱了阵脚。第四部分讲诉所属产品的oppo公司,对智能机产品进入市场后,分步制定的市场目标以及未来的发展战略。对未来前景的憧憬,有目标的去奋斗和拼搏。第五部分为所写文案的重点部分,这部分分类详细,讲述产品的营销4p战术;包括产品策略、价格策略、渠道策略和品牌推广策略,以及对经费的预算,这部分是文案的创意部分。最后部分,简述介绍此营销策划文案,在书写过程的不足与困难之处。
通过对手机市场的详细分析,我们相信,oppo手机进入智能机领域,在我们的努力下,一定可以在智能机领域中,大放异彩。
目录
一、企业及产品简介·········································3
(一)企业介绍·······································3
(二)企业产品介绍···································3
二、环境分析···············································3
(一)宏观环境分析·····································3
(二)微观环境分析·····································5
三、SWOT分析···············································8
(一)优势与劣势·······································8
(二)机会与威胁·······································9
四、STP战略···············································9
(一)市场细分·······································9
(二)目标市场·······································9
(三)市场定位·······································9
五、发展目标及战略········································9
(一)发展目标·······································10
(二)营销战略·············································10
六、品牌传播推广实施方案··································10
(一)产品策略········································10
(二)价格策略········································11
(三)渠道策略········································11
(四)促销策略········································11
(五) 经费预算········································12
七、结束语·················································12
企业及产品简介
(一)企业介绍
OPPO是一家全球注册,集科研、制造和营销于一体的大型高科技企业,产品远销香港、美国、俄罗斯、欧洲、日本、韩国、东南亚等市场。OPPO(中国)全称广东欧珀移动通信有限公司,于2005年成立,先后成功推出MP3、MP4、蓝光DVD、手机等产品,现正致力于智能手机、3G手机、平板电脑的研发。
OPPO公司凭借雄厚的自主研发能力,在品质表现上力求完美,在产品造型设计上