2014年AAA环保垃圾桶市场营销计划书

发布时间：2018-02-19 18:18

本文关键词： 环保垃圾桶营销渠道　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：MM集团下设多家生产及贸易公司，主要业务是推广“AAA”品牌环保垃圾桶，是专业的环保垃圾桶生产及销售厂家。本文主要分析MM公司AAA环保垃圾桶2014年国内市场营销计划书。本计划书采用了商业计划书的文体，第一章绪论部分，，详细介绍了本文的写作背景、目标，所采用的研究方法与研究的意义；第二章企业现状介绍，清晰地介绍了MM集团现状及下设公司关系及组织架构情况，着重介绍了MM集团环保垃圾桶产品业务状况；第三章营销环境分析，对环保垃圾桶市场的宏观环境及竞争环境进行了分析，并且介绍主要竞争对手，找到AAA环保垃圾桶所处的位置；第四章确定2014年销售目标，在此基础上运用STP分析法对国内环保垃圾桶市场及消费者购买行为进行了细分，并对AAA品牌垃圾桶的目标市场进行了选择。第五章确定营销组合计划，在第三章与第四章的分析与结论的基础上，围绕产品、价格、渠道、促销4P要素进行了营销计划组合制定；第六章团队架构及激励机制，重点介绍公司团队架构及考核激励机制；第七章财务预测与风险分析，对营销计划能够达成的财务目标进行了合理评估，并且对风险进行了预测。本文在进行2014年度营销计划的分析及制定过程中，运用到了4P营销和STP等营销理论，为营销计划的制定提供了科学的思考及分析基础，在此基础上制定的本年度营销计划，将可促使AAA环保垃圾桶达成2014年4500万的销售目标。
[Abstract]:MM Group has a number of production and trading companies, the main business is to promote the "AAA" brand environmental protection trash can, is a professional environmental protection trash bin production and sales manufacturers. This paper mainly analyzes MM AAA environmental protection trash cans 2014 domestic marketing plan. This proposal adopts the style of business plan. The first chapter introduces the background, objectives, research methods and significance of this paper in detail. It clearly introduces the current situation of MM Group and the relationship and organizational structure of the company under it, especially introduces the business situation of environmental protection trash bin products of MM Group. Chapter three analyzes the marketing environment, This paper analyzes the macro environment and competition environment of the environmental protection trash bin market, introduces the main competitors, and finds out the position of the AAA environmental protection trash bin. Chapter 4th sets the sales target for 2014. On this basis, STP analysis method is used to subdivide the domestic environmental protection garbage can market and consumer purchase behavior, and the target market of AAA brand garbage can is selected. Chapter 5th determines the marketing mix plan. On the basis of the analysis and conclusion of Chapter 3 and Chapter 4th, the author makes the marketing plan combination around product, price, channel and promotion 4P elements, 6th chapter team structure and incentive mechanism, Chapter 7th introduces financial forecast and risk analysis, evaluates the financial target that marketing plan can achieve, and forecasts the risk. In the course of analysis and formulation of the marketing plan in 2014, this paper applies the marketing theories such as 4P marketing and STP to provide scientific thinking and analysis basis for the marketing plan formulation, based on which the marketing plan for this year is formulated. Will enable AAA Environmental trash can achieve the 2014 sales target of 45 million.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F274

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