浅析欧林雅营销策略(2)

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目    录
摘要...........................................................................................................................1
关键词............................................................................................................1
一、绪论.......................................................................................................................... .2
（一）选题背景与意义.......................................................................................2
（二）国内外研究现状...............................................................................................2
二、欧林雅发展现状与特点分析....................................................................................5
（一）欧林雅竹纤维公司发展现状......................................................................5
（二）欧林雅竹纤维公司发展特点.......................................................................6
三、欧林雅公司营销环境分析........................................................................................7
（一）宏观环境分析...................................................................................................7
    1.人口环境.........................................................................7
    2.经济环境.........................................................................7
    3.技术环境.........................................................................8
    4.政治法律环境.........................................................................8
    5.社会文化环境.........................................................................9
（二）微观环境分析. ........................................................................ ........................9
    1.企业............................................................................................................9
    2.市场...............................................................................................................10
    3.竞争者...........................................................................................................10
    四、欧林雅公司营销策略分析.........................................................................11
（一）目标市场和定位策略.............................................................................11
1.目标市场细分............................................................. ........................................12
2.目标市场的选择............................................................. ....................................12
3.目标市场定位......................................................................................................12
（二）产品策略..................................................................................................12
1.产品组合策略 ....................................................................................................12
2.品牌与包装策略..................................................................................................13
      （三）分销渠道策略............................................................................................14
（四）促销组合策略..................................................................................................14
1.广告策略..............................................................................................................14
2.公共关系策略......................................................................................................15
五、结束语..............................................................................................................15
六、参考文献............................................................................16