文档介绍：目录第一篇上海滩品牌简介一品牌创立...............................................................................................................2二产品与设计...........................................................................................................2三品牌文化及定位...................................................................................................2第二篇上海滩品牌诊断一上海滩价值传递的诊断.......................................................................................21上海滩是否满足了最基本的需求...................................................................22上海滩是否具有最优的性价比.......................................................................33上海滩是否实现了卓有价值的沟通...............................................................3二上海滩市场表现的诊断.......................................................................................31上海滩知名度...................................................................................................32上海滩美誉度...................................................................................................33上海滩市场占有率...........................................................................................34上海滩成长率...................................................................................................3三上海滩竞争前景的诊断.......................................................................................41上海滩品牌忠诚度...........................................................................................42上海滩品牌价值和消费者关联性...................................................................4第三篇上海滩品牌营销策略一上海滩定位策略...................................................................................................41文化定位...........................................................................................................42消费者定位.......................................................................................................43产品风格定位...................................................................................................4二上海滩产品设计与创新策略........................