依奈品牌市場(chǎng)營(yíng)銷策略研究.pdf

1、10220690261江濤依奈品牌市場(chǎng)營(yíng)銷策略研究目錄摘要1ABSTRACT。2l緒論311選題背景及研究意義312基本研究框架32相關(guān)營(yíng)銷理論綜述421企業(yè)戰(zhàn)略管理理論422營(yíng)銷組合理論53中國(guó)化妝品行業(yè)分析831中國(guó)化妝品行業(yè)的發(fā)展歷程回顧832行業(yè)競(jìng)爭(zhēng)狀況分析10321行業(yè)整體競(jìng)爭(zhēng)狀況10322按產(chǎn)品檔次劃分市場(chǎng)競(jìng)爭(zhēng)狀況。1l33化妝品行業(yè)發(fā)展趨勢(shì)1234中國(guó)化妝品企業(yè)的挑戰(zhàn)和機(jī)遇153580后新生代消費(fèi)者的消費(fèi)行為特點(diǎn)174H公

2、司簡(jiǎn)介一1941H公司的發(fā)展歷程1942H公司的現(xiàn)狀分析1943依奈品牌的發(fā)展歷程和市場(chǎng)狀況分析205依奈品牌市場(chǎng)策略和定位研究2351產(chǎn)品品類組合策略2352差異化的競(jìng)爭(zhēng)定位策略246依奈品牌營(yíng)銷策略研究：：：2561品牌形象建設(shè)策略2562市場(chǎng)推廣策略2563渠道策略與終端管理27631渠道策略27632終端管理2864產(chǎn)品與服務(wù)策略30641產(chǎn)品地區(qū)差異化30642服務(wù)全方位化317總結(jié)和展望32參考文獻(xiàn)34致謝35!!!!!!!

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