营销策划书

编号： 999 感冒灵营销策划书 专 业 学 号 姓 名 课 程 完成日期 999 感冒灵营销策划方案目 录目 录..................................................................................................................................................I1环境分析.......................................................................................................................................11.1易感人群...........................................................................................................................11.2感冒时间...........................................................................................................................12市场调查.......................................................................................................................................12.1问卷调查...........................................................................................................................12.2采访...................................................................................................................................13影响消费者购买的行为分析.......................................................................................................23.1购买偏好...........................................................................................................................23.2购买力...............................................................................................................................23.3购买条件...........................................................................................................................24定位...............................................................................................................................................34.1999 感冒灵颗粒是中西结合药的典范............................................................................34.2999 感冒灵与治感冒单纯的西药和单纯的中药相比优势何在？...............................34.3999 感冒灵是如何治感冒的？........................................................................................34.4中医将感冒分为风寒和风热两型，999 感冒灵对哪一型病人适用？.......................34.5999 感冒灵主治................................................................................................................35竞争对手.......................................................................................................................................45.1主要对手...........................................................................................................................45.2潜在对手...........................................................................................................................45.3直接对手...........................................................................................................................46营销战略.......................................................................................................................................46.1广告...................................................................................................................................46.2销售策略：差异化销售...................................................................................................56.3售后服务：真诚服务..........................................