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1、貝因美奶粉營銷策劃全案專業(yè)：班級：姓名：學號：-58-目錄1.產(chǎn)品特性分析·····················································61.1產(chǎn)品概述······················································61.2產(chǎn)品特性·····················································131.3營銷環(huán)境·····················································1
2、72.嬰幼兒用品市場分析··············································222.1行業(yè)分析·····················································222.2消費者分析···················································222.3市場潛在分析·················································24-58-2.4目標市場分析····················
3、·····························253.競爭分析························································283.1SWOT分析·····················································283.2五力競爭分析·················································314.STP戰(zhàn)略··················································
4、······334.1市場細分（Segmenting）·······································334.2目標市場選擇（Targeting）····································334.3產(chǎn)品定位（Positioning）······································345.營銷組合························································36-58-5.1產(chǎn)品策略···············
5、······································365.2品牌策略·····················································395.3定價策略·····················································415.4促銷策略·····················································425.5服務策略···········································
6、··········475.6反饋和調(diào)節(jié)策略···············································476.風險提示························································487.綜合案例························································498.參考資料························································56-58-企業(yè)背景1、企業(yè)簡
7、介貝因美始創(chuàng)于1992年，總部設在中國杭州，并在上海、北京、沈陽、武漢、成都、敦化、鄭州、安達設有分公司。貝因美以“關愛生命，熱愛生活”為宗旨，全方位服務于中國嬰童事業(yè)，致力于嬰幼兒食品及嬰童產(chǎn)業(yè)的研究與國際性合作。主營事業(yè)以嬰幼兒食品、嬰幼兒用品、育嬰咨詢服務、生命科學和母嬰保健、育嬰工程、愛嬰工程六大塊架構而成。其中嬰幼兒食品為主導項目，全面涵蓋代乳品、斷奶期食品和輔助食品三大類，是華東地區(qū)最大的斷奶期食品生產(chǎn)基地和中國三大嬰幼兒基本營養(yǎng)食品專業(yè)生產(chǎn)企業(yè)之一，產(chǎn)品覆蓋全國。產(chǎn)品包括貝因美商標各階段嬰幼兒米粉，奶粉，豆粉，營養(yǎng)奶糕，營養(yǎng)荷花糕，
8、嬰幼兒磨牙餅，葡萄糖，蜂蜜，母嬰護理用品，童車，童床，童裝，玩具等。2、上市概況上市地點：深圳證券交易所上市時間：2011年4月12日股
