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1、-16-整體品牌設(shè)計期末營銷策劃方案評分細(xì)則方案名稱：玲瓏坊旗袍品牌策劃方案團隊成員：陳小利（101105005）丁甜（101105008）甘靜（101105010）羅久富（101105026）石大燕（101105029）顏小平（101105039）評分項目評分要點技術(shù)標(biāo)準(zhǔn)配分得分制定營銷策劃方案品牌策劃方案形式與內(nèi)容的完整性封面信息完整、設(shè)計得當(dāng)；目錄標(biāo)示清楚、頁碼與實際內(nèi)容對應(yīng)；正文結(jié)構(gòu)合理、格式規(guī)范；文字表述流暢、圖文并茂；專業(yè)術(shù)語準(zhǔn)確、字?jǐn)?shù)不少于6000字；附錄材料真實可靠。設(shè)計思路清晰、邏輯性較強。10品牌
2、管理理論知識的正確運用涉及到品牌管理的系統(tǒng)知識，論述全面10品牌策劃方案的原創(chuàng)性具有形式上的創(chuàng)新和策略上的革新性和新穎性20品牌策劃方案的系統(tǒng)性具有通盤考慮，考慮的細(xì)節(jié)周全，不具有明顯的漏洞20品牌策劃方案可行性有可操作性，設(shè)計方案符合該組織的實際狀況，符合企業(yè)營銷和品牌建設(shè)的框架。20現(xiàn)場PPT展示及答辯營銷方案陳述精神風(fēng)貌、語言表達、陳述內(nèi)容5評委質(zhì)疑回答問題反應(yīng)能力、分析問題能力、邏輯思維、創(chuàng)新精神5團隊合作能力團隊成員相互間的分工及配合5時間控制PPT陳述時間、回答問題時間5總分-16-目錄一．前言·····
3、·····················································4二．品牌策劃目標(biāo)··················································41.短期目標(biāo)·············································42.長期目標(biāo)·············································4三．營銷環(huán)境分析：···································
4、··············51.宏觀環(huán)境分析·········································51.1經(jīng)濟········································51.2科技········································51.3社會文化····································52.微觀環(huán)境分析·········································52.1目標(biāo)市場分析·
5、·······························52.2消費者分析··································72.3競爭對手分析································82.4企業(yè)內(nèi)部分析·······························103.Swot分析············································103.1競爭優(yōu)勢···································103.2競
6、爭劣勢···································103.3機遇·······································103.4威脅·······································10四．品牌分析····················································101.品牌定位············································102.品牌設(shè)計···········
7、·································113.品牌個性············································114.品牌文化············································125.品牌宗旨············································126.品牌質(zhì)量············································12五．品牌鍛造：···········
8、········································121.品牌聯(lián)想············································122.品牌擴張············································133.品牌管理與品牌保護················
