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1、貝因美奶粉營銷策劃方案專業(yè)：市場營銷制作小組：向日葵小組成員：謝德明趙欣欣王曉萌王愛宇王文靜婁浩范曉張穎穎制作時間：2013年12月1日前言貝因美初創(chuàng)于1992年，坐落于西子湖畔的杭州高新技術(shù)開發(fā)區(qū)內(nèi)，以嬰童業(yè)為主體，涉及嬰幼兒食品、用品生產(chǎn)、研發(fā)、銷售以及婦幼保健、健康產(chǎn)業(yè)等多個相關(guān)經(jīng)營領(lǐng)域，是一家致力于嬰童行業(yè)的專業(yè)化集團。目前總資產(chǎn)超過10億元，擁有員工13500人。貝因美自主研發(fā)的貝因美系列嬰幼兒食品，已全面涵蓋代乳品、斷奶期食品和輔助食品三大類，共計100多個，專為中國寶寶研制，更適合中國寶寶體質(zhì)。貝因
2、美的用品系列——“比因美特”孕婦用品和嬰兒用品，涉及孕婦裝。童鞋、童裝、童床、童車等1000多種生活用品、產(chǎn)品嚴格遵循國際最新孕婦和嬰幼兒安全保護法規(guī)，源自歐洲，融入亞洲，關(guān)注兩代人的身心健康和智力提高，同時倡導(dǎo)綠色環(huán)保、健康、安全、科學(xué)理念。十余年來，貝因美從產(chǎn)品的研發(fā)、生產(chǎn)、銷售發(fā)展到全方位的生、養(yǎng)、教服務(wù)，更成功打造出“愛嬰工程”、“育嬰工程”和“親母工程”三大獨特的公益事業(yè)體系，從生育、養(yǎng)育、教育多個層面為中國寶寶的健康成長提供服務(wù)。此外，貝因美還突破原有產(chǎn)業(yè)格局，廣泛拓展服務(wù)領(lǐng)域，借助貝因美現(xiàn)有的營銷網(wǎng)
3、絡(luò)、渠道和品牌影響，以特許加盟的業(yè)態(tài)模式介入整個孕嬰童食品、用品、服裝及玩具等行業(yè)，全方位發(fā)展嬰童事業(yè)。比因美特國際連鎖店和貝因美嬰童生活館已成為貝因美獨具特色的業(yè)態(tài)模式。發(fā)展至今，貝因美“育嬰專家”品牌形象日益深入人心，以“打造偉大企業(yè)，追求成功人生”為企業(yè)宗旨，執(zhí)著“求真務(wù)實、忠信任愛、價值實現(xiàn)”的企業(yè)精神的貝因美正朝著中國嬰童產(chǎn)業(yè)的領(lǐng)跑者和綜合運營商的目標前進。貝因美將一如既往的專注于嬰童事業(yè)的發(fā)展，全心全意幫助中國寶寶健康成長，更期待著與國內(nèi)外同業(yè)合作，共同開拓嬰童業(yè)得美好未來！1概要··········
4、·········································42環(huán)境分析···············································42.1宏觀環(huán)境分析·······································42.2微觀環(huán)境分析·······································53競爭分析--swot分析·····································84營銷策劃目標········
5、···································125stp營銷戰(zhàn)略分析·······································135.1市場分析（segmenting）·······························135.2目標市場選擇（targeting）·····························145.3產(chǎn)品定位（positioning）·······························156營銷組合··········
6、·····································166.1產(chǎn)品策略············································166.2價格策略············································196.3渠道策略············································196.4促銷策略············································217行動方案···
7、············································278費用預(yù)算···············································299方案調(diào)整···············································2910結(jié)束語················································31三聚氰胺事件以后，許多奶粉企業(yè)紛紛到了下去，人們對奶制品的抵觸空前達到了極致，幾乎是談奶色變，整個奶
8、制品的產(chǎn)業(yè)鏈也隨之癱瘓。許多奶農(nóng)因售出的奶出售不掉而血本無歸。而貝因美奶粉的出現(xiàn)為國內(nèi)奶粉的發(fā)展帶來了轉(zhuǎn)機。貝因美以“關(guān)愛生命，熱愛生活”為宗旨，全方位服務(wù)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(wù)、生命科學(xué)和母嬰保健、育嬰工程、愛嬰工程六大塊架構(gòu)而成。貝因美奶粉優(yōu)質(zhì)奶源、先進工藝、科學(xué)配方是打造奶粉品質(zhì)的
