老年人市场策划方案[范文].docx

老年人市场策划方案[范文]

第一篇：老年人市场策划方案[范文]“夕阳红”老年服装营销策划方案课程名称：服装市场营销学（2）专业名称：服装设计与工程专业班级：12级营销方向学号：122988姓名：孙兴欢目录1、服装行业现状分析.....................................11.1国外服装行业现状............................................11.2国内服装行业现状............................................11.2.1我国服装市场的现状.....................................11.2.2我国”老年人”人口发展趋势.............................11.2.3我国老年人服装市场行业.................................22.品牌名称确定..........................................32.1品牌名称.....................................................32.2品牌来源背景故事.............................................32.3品牌的含义...................................................43.目标市场选择..........................................43.1市场结构分析.................................................43.2市场细分.....................................................43.2.1年龄细分...............................................53.2.2区域细分...............................................53.3服装市场SWOT分析............................................64.品牌定位策划..........................................74.1品牌消费层定位...............................................74.2品牌类型定位.................................................75.服装产品策划..........................................85.1产品功能.....................................................85.2产品形象.....................................................86.服装销售渠道策划......................................96.1产品策略.....................................................96.2新产品的开发策略.............................................96.3价格策略....................................................1016.4分销策略....................................................106.5网上营销策略................................................117.服装促销策划.........................................117.1人员推销....................................................117.2广告策略....................................................127.3明星效应....................................................127.4公共关系....................................................12附录：...........................