目錄
前言------------------------------------------------------------------------------------------------1
一、營(yíng)銷策劃目的-------------------------------------------------------------------------------2
二、市場(chǎng)狀況分析------------------------------------------------------------------------------- 2
1、環(huán)境分析--------------------------------------------------------------------------------------2
2、產(chǎn)品分析---------------------------------------------------------------------------------------3
3、競(jìng)爭(zhēng)者分析------------------------------------------------------------------------------------4
4、消費(fèi)者分析------------------------------------------------------------------------------------4
三、SWOT分析----------------------------------------------------------------------------------4
1、機(jī)會(huì)與機(jī)率分析（O）------------------------------------------------------------------------4
2、市場(chǎng)威脅分析（T）------------------------------------------------------------------------5
3、自身優(yōu)勢(shì)分析（S）------------------------------------------------------------------------5
4、自身劣勢(shì)分析（W）-----------------------------------------------------------------------6
四、市場(chǎng)選擇及定位：---------------------------------------------------------------------------6
五、營(yíng)銷策略：------------------------------------------------------------------------------------6
1、產(chǎn)品策略——重款式------------------------------------------------------------------------6
創(chuàng)新設(shè)計(jì)——DIY（Do It Yourself）設(shè)-------------------------------------------------5
2、 價(jià)格策略-------------------------------------------------------------------------------------7
3、 渠道策略-------------------------------------------------------------------------------------7
3．1開(kāi)設(shè)網(wǎng)店：-------------------------------------------------------------------------------7
3．2會(huì)員、積分制以及聯(lián)合營(yíng)銷----------------------------------------------------------7
4、促銷策略---------------------------------------------------------------------------------------7
4．1開(kāi)業(yè)初期促銷活動(dòng)：------------------------------------------------------------------7
4．2 特色服務(wù)------------------------------------------------------------------------------7
4．3短期促銷活動(dòng)-------------------------------------------------------------------------8
4．4長(zhǎng)期促銷——舊眼鏡回收----------------------------------------------------------8
5、廣告策略--------------------------------------------------------------------------------------8
6、其他營(yíng)銷策略---------------------------------------------------------------------------------8
6．1企業(yè)形象策略---------------------------------------------------------------------------8
6．2公關(guān)策略---------------------------------------------------------------------------------9
六、預(yù)算------------------------------------------------------------------------------------------9
七、人員分配及場(chǎng)地---------------------------------------------------------------------------12
7．1組織結(jié)構(gòu)------------------------------------------------------------------------------12
7．2團(tuán)隊(duì)職責(zé)------------------------------------------------------------------------------12
7.3場(chǎng)地------------------------------------------------------------------------------------12
八、發(fā)展戰(zhàn)略-----------------------------------------------------------------------------------13
九、結(jié)束語(yǔ)--------------------------------------------------------------------------------------13
附件（調(diào)查問(wèn)卷）-----------------------------------------------------------------------------14