文档介绍：洗发水营销策划方案篇一:宝洁公司飘柔洗发水在中国市场营销策划宝洁旗下飘柔洗发水在中国市场营销策划书分院专业班级学生姓名学号 20XX年12月目录第一章企业概述.....................................................3 宝洁公司介绍...............................................3 宝洁公司文化...............................................4 宝洁旗下品牌...............................................4 第二章品牌概述...................................................5 飘柔品牌介绍...............................................5 品牌发展历程...............................................5 策划书用途.................................................6 第三章营销状况分析.................................................8 洗发水市场状况.............................................8 产品状况..................................................13 竞争状况..................................................18 分销状况..................................................20 第四章SWOT分析...................................................22 优势(strength)..........................................22 劣势..........................................23 机会.......................................23 威胁..............................................24 总结与建议................................................25 第五章财务营销目标................................................26 财务目标..................................................26 营销目标..................................................26 第六章营销战略....................................................27 目标市场..................................................27 定位......................................................27 产品线....................................................27 主要销售渠道..............................................28 销售队伍..................................................30 服务及公关活动............................................32 广告......................................................33 促销......................................................35 R&D.......................................................36 市场调研..................................................37 第七章行动方案....................................................3