床垫促销方案.docx

床垫促销方案

第一篇：床垫促销方案目录前言.............................................................................................................3一、项目背景............................................................................................3（一）公司简介....................................................................................................3（二）玮兰床垫产品介绍....................................................................................4二、总体分析............................................................................................4（一）环境分析....................................................................................................4（二）消费情况分析............................................................................................6（三）竞争对手分析............................................................................................7（四）swot分析...............................................................................................8三、定位与营销推广思路........................................................................9（一）定位............................................................................................................9（二）推广思路..................................................................................................10四、营销渠道构建..................................................................................11（一）营销渠道总体描述..................................................................................11（二）渠道终端布局及其终端数量控制..........................................................13（三）营销网络设计..........................................................................................13（四）玮兰床垫分销网络发展举措..................................................................15五、营销策略方案..................................................................................17（一）产品调整策略..........................................................................................17（二）品牌策略................................................................................................