文档介绍：2012年经贸系市场营销策划大赛营销策划案题目:肌“幂”武器—胶原蛋白—LUMI公司美容产品营销策划案参赛队员姓名:刘明徽、孙文雅、李德展参赛院校:______安徽工贸学院指导教师:_______张耀文联系方式:**********企业名称:安徽工贸职业技术学院联系人姓名:_______刘明徽联系方式:**********作品完成时间:2012年11月摘要随着年龄的增长和紫外线,自由基等的侵害,女性一般自25岁后,和成新的胶原蛋白的能力拙见下降,肌肤就会因胶原蛋白的流失去,变质,而使皮肤表的松弛,缺水,敏感,晦暗容易产生细纹,色斑和毛孔粗大,是身体逐渐老化趋势。使用胶原蛋白的6个作用:紧肤平皱,保湿滋润,恢复皮肤弹性,恢复组织,美白淡斑。胶原蛋白通过表皮进入真皮层组织后,改善松弛的皮肤收紧松弛的皮肤,收紧皮肤,减少深皱纹,缩小毛孔,使皮肤紧绷且有弹性。胶原蛋白可以使细胞变得丰满,从而保持肌肤富有弹性和任泽,维持肌肤细腻光滑,有效防止老化。胶原蛋白恩能使细胞粘结的更紧密,组织络氨酸转化为黑色素,不给黑色素,***藏身之地,令皮肤肤色白腻,色斑淡出。LUMI公司作为生产胶原蛋白的企业,LUMI公司采用“明星效应”采用大明星杨幂代言的新型产品“肌幂武器”,其目标把新型产品肌“幂”武器成功销售和其旗下的产品成功推出,首先应对目前胶原蛋白的市场和美容产品的市场现状,企业面临的内外部的环境,以其主要的竞争对手,做详细的了解和分析,通过制出有效地营销策略及执行相应的行动方案来增强产品的核心竞争力。目前LUMI公司的新型产品“肌幂武器”胶原蛋白刚刚投入市场,要想在原有的市场上占有一定得一席之地,就必须量身制定方案。LUMI公司的新型产品“肌幂武器”正处于试销极端。本小组为LUMI公司新推出的“肌幂武器”胶原蛋白产品做出了符合公司上市的营销策略和行动方案,为企业的新型产品上市打开营销尽一份绵薄之力。以下就是本小组的目标和方案。目录一、胶原蛋白的市场分析·············································5(一)胶原蛋白行业的背景············································5胶原蛋白产品行业背景·········································5(二)LUMI公司肌“幂”武器胶原蛋白的目标与任务·····················51·肌“幂“武器胶原蛋白的目标··································52、肌“幂“武器胶原蛋白的任务··································6(三)LUMI公司的肌“幂“武器胶原蛋白的现状与策略··················61、肌“幂“武器胶原蛋白的现状···································62、肌“幂“武器胶原蛋白的策略····································6(四)LUMI公司的主要竞争对手与优劣势·····························6 1、主要竞争对手的识别:········································7 ①实体店的优势················································7 ②实体店的劣势················································7 2、主要竞争对手的优势··········································7 3、主要竞争对手的劣势··········································8(五)LUMI公司的外部环境分析······································8 1、政治法律因素················································8 2、经济因素····················································8 3、人口因素····················································9 4、技术与自然环境因素··········································9 5、竞争环境分析················································9(六)LUMI公司的内部环境分析····························