新產(chǎn)品上市策劃方案書參考

1、1新產(chǎn)品上市策劃方案策劃名稱：XX新產(chǎn)品上市策劃方案所在班級：策劃團隊：策劃時間：3目錄一市場分析市場分析..................................................................................................................31.1企業(yè)的宏觀環(huán)境以及行業(yè)分析....................................

2、...............................31.2消費者對產(chǎn)品的偏好分析...........................................................................41.3競爭產(chǎn)品分析.........................................................................................

3、......41.4新產(chǎn)品上市的競爭狀況...............................................................................4二新品分析新品分析...............................................................................................................

4、...42.1新產(chǎn)品特點描述...........................................................................................42.2新產(chǎn)品核心利益點分析...............................................................................4三新品新品SWOT分析分析........

5、............................................................................................43.1新產(chǎn)品優(yōu)勢...................................................................................................43.2新產(chǎn)品劣勢...........

6、........................................................................................43.3新產(chǎn)品機會點...............................................................................................43.4新產(chǎn)品威脅點.................

7、..............................................................................4四產(chǎn)品定位產(chǎn)品定位..................................................................................................................54.1市場細分..........

8、.............................................................................................54.2目標市場選擇...............................................................................................64.3市場定位..............

9、.........................................................................................6五定價策略定價策略..................................................................................................................7六推廣目標推

10、廣目標..................................................................................................................76.1營銷目標...............................................................................................

11、........76.2具體目標（目標明確、具體、具有可行性）...........................................7七推廣策略推廣策略..................................................................................................................77.1廣告語、廣告主題設(shè)計........

12、.......................................................................77.2公關(guān)活動宣傳活動安排...............................................................................77.3其他促銷活動..............................................

13、.................................................77.4媒介選擇.......................................................................................................8八經(jīng)費預算經(jīng)費預算..................................................

14、................................................................8九效果評估效果評估..................................................................................................................89.1績效評價指標......................