全倾全力，精益求精“大益杯”营销策划书学院：管理学院团队名称：营销少先队团队口号：全倾全力，精益求精目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc448604510"第一章大益集团的概述PAGEREF_Toc448604510\h1HYPERLINK\l"_Toc448604511"1.1公司简介PAGEREF_Toc448604511\h1HYPERLINK\l"_Toc448604512"1.2产品简介PAGEREF_Toc448604512\h1HYPERLINK\l"_Toc448604513"1.3策划目标PAGEREF_Toc448604513\h2HYPERLINK\l"_Toc448604514"1.4研究方法PAGEREF_Toc448604514\h3HYPERLINK\l"_Toc448604515"1.5策划过程PAGEREF_Toc448604515\h3HYPERLINK\l"_Toc448604516"第二章市场分析PAGEREF_Toc448604516\h4HYPERLINK\l"_Toc448604517"2.1宏观环境分析（PEST分析模型）PAGEREF_Toc448604517\h4HYPERLINK\l"_Toc448604518"2.1.1．政治环境PAGEREF_Toc448604518\h4HYPERLINK\l"_Toc448604519"2.1.2经济环境PAGEREF_Toc448604519\h5HYPERLINK\l"_Toc448604520"2.1.3社会环境PAGEREF_Toc448604520\h8HYPERLINK\l"_Toc448604521"2.1.4技术环境PAGEREF_Toc448604521\h8HYPERLINK\l"_Toc448604523"2.2微观环境分析（波特五力模型）PAGEREF_Toc448604523\h9HYPERLINK\l"_Toc448604524"2.3广州高校市场分析PAGEREF_Toc448604524\h12HYPERLINK\l"_Toc448604525"2.4SWOT分析PAGEREF_Toc448604525\h12HYPERLINK\l"_Toc448604526"第三章STP战略PAGEREF_Toc448604526\h15HYPERLINK\l"_Toc448604527"3.1市场细分（marketsegmentation）PAGEREF_Toc448604527\h15HYPERLINK\l"_Toc448604528"3.2目标市场（targetingmarket）PAGEREF_Toc448604528\h16HYPERLINK\l"_Toc448604529"3.3市场定位（positioning）PAGEREF_Toc448604529\h18HYPERLINK\l"_Toc448604536"第四章营销策略组合设计PAGEREF_Toc448604536\h20HYPERLINK\l"_Toc448604537"4.1产品策略PAGEREF_Toc448604537\h20HYPERLINK\l"_Toc448604538"4.2价格策略PAGEREF_Toc448604538\h21HYPERLINK\l"_Toc448604539"4.3渠道策略PAGEREF_Toc448604539\h22HYPERLINK\l"_Toc448604540"4.3.1销售渠道策略PAGEREF_Toc448604540\h22HYPERLINK\l"_Toc448604541"4.3.2宣传渠道策略PAGEREF_Toc448604541\h23HYPERLINK\l"_Toc448604542"4.3促销策略PAGEREF_Toc448604542\h23HYPERLINK\l"_Toc448604543"第五章方案的具体实施与管理PAGEREF_Toc448604543\h25HYPERLINK\l"_Toc448604544"方案一：征文设计大赛PAGEREF_Toc44860