文档介绍：营销策划书4p 篇一:4p组合策划书前言为了使李氏得到企业更好的发展,结合现今国内经济发展状况与重庆服装行业的发展情况,李氏集团准备投资两千万进入重庆服装行业,让企业能够逐步向多元化发展。从而满足市场需求,获得最大利润。因此,制定最佳营销策略,避免盲目投资是目前所需面对的最急切的问题。我相信,通过我们公司下面的分析和解释,李氏集团会对其在重庆地区的服装可开发工作有一个更明确的方向和目标。从而达到降低生产成本,集中精力结合重庆消费者服装需求的状况对李氏企业在重庆地区的服装市场拓展工作进行不断地改革和创新,使李氏企业尽快融入重庆服装市场,并成为重庆地区消费者的新宠。目录概要提示························································3页正文····························································4页一、环境分析·················································4页(一)宏观环境·············································5页(二)微观环境·············································6页(三)SWOT分析············································7页二、市场定位·················································7页(一)市场细分··········································7页(二)目标市场的选择···································7页(三)市场定位··········································8页三、4P组合策划··············································10页(一)产品策划··········································10页(二)价格策划··········································15页(三)分销渠道策划·····································21页(四)促销策划··········································25页人员分配······················································36页结束语························································37页概要提示一个体系相对完善的策划书,一定是建立在环境分析基础之上的,我们通过对宏观环境、微观环境、SWOT分析,为李氏做出了最全面的环境分析,以此将推出市场定位,从8个子市场中,我们建议李氏选择的是18—35岁的时尚型服装消费市场,定位在中端价位的日韩风格。通过上阶段的环境分析、市场定位思考之后,接下来就是4P组合策划,首先是产品策划的核心产品、形式产品及我们为李氏制定的区别于一般服装店的特点,为购买者免费提供造型设计,做四季服装及配饰。继而增加产品组合的多样性。由产品策划推导出的价格策划,我们建议李氏以利润定价目标作为价格策划的先导,进一步采用需求定价,适宜的新产品定价。下面就引导出分销渠道策划,我们建议李氏采用:生产者消费者(店),生产者零售商消费者(适用于各大百货店、专卖店、加盟店),与实力雄厚的中间商联合开辟更广的分销渠道。最后推出促销策划,先要确定广告目标,广告媒体电视、杂志、互联,再到上门推销、柜台推销、会议推销的推销策划,李氏建立自己独特的推销队伍,进行针对性不同的营业推广,运用公共关系提高李氏服装的知名度。正文一、环境分析(一)宏观环境 1、人口环境衣、食、住、行是人类生活的四大元素。人们把“衣”放在首位,可见衣服对于我们的重要性。重庆人口3000多万,随着重庆人均收入的不断飞升,重庆服装市场将进入消费时代,服装消费将不再仅仅为了满足其最基本的生存需求,将向更高的心理需求、自我满足需求跃进,其对反映自身社会地位和品位的服饰的需求将越来越迫切,将成就一批抓住了该阶层需求的服装品牌。重庆是拥有3000多万人口的大城市,是全国最大的服装消费市场之一。近几年重庆的服装业有着较大的发展,服装业的发展大大推动了重庆经济的发展。 2、服装消费纵观重庆服装行业的经济状况,自上个世纪八十年代以来,纺织生产年均递增率20%以上,198