文档介绍：海尔冰箱营销策划书篇一:冰箱策划书香雪梅有限公司──icebox冰箱策划书 1116105006林志峰 XX年12月30日目录目录第一部分:公司背景一、公司简介································································3第二部分:市场调查分析一、市场调查·····························································3 ····························································3 ····························································4 二、营销调研 ·····················································4 ················································5第三部分:市场营销战略一、市场目标定位 ·······················································6 ························································6 ························································6 ························································6 二、SWOT分析························································6 三、PEST分析·······················································7 四、市场竞争度分析 ··························································8 ·························································11第四部分:市场营销策略一、产品策略···························································12 二、品牌策略··························································13 三、包装策略 ·························································13 ························································14 四、价格策略·························································14 五、销售渠道策略·······················································15 六、促销策略·························································16 七、广告策略·························································17 八、公共关系策略························································17 九、销售队伍管理 ························································19 ······················································21 第一部分公司背景公司简介: 香雪海有限公司是一家以家电制造业为主的公司,同时只针对于冰箱的生产和销售,“我们只做冰箱,要做就做最好的”是我们公司的口号。我公司一直注重技术在产品中的体现,在家用冰箱上都将有高端产品推出,一直保持着健康、稳定、快速的增长。上世纪80年代平均增长速度为60%,90年代平均增长速度为50%。21世纪以来,年均增长速度超过30%。专攻市场份额较少