格力空调营销策划书
系别：经济管理学院 班级：2015级市营升本2班 学号：1505112229 姓名：张小兰 成绩：
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目录
1. 前言····························4 2. 格力空调的市场营销现状·····························4 2.1 格力空调公司简介·····························4 2.2 格力空调的市场营销现状·····························5 2.3 格力空调目前存在的问题·····························6 3. 格力空调的市场营销环境分析·························6 3.1 外部环境分析·····························7 3.1.1 政治环境·····························7 3.1.2 经济环境·····························7 3.1.3 技术环境·····························8 3.1.4 社会文化环境·····························8 3.2 内部环境分析·····························8 3.3 SWOT分析·····························10 4. 格力空调的营销战略策划·····························11 4.1 市场细分·····························11 4.2 目标市场的选择·····························11 4.3 市场定位·····························11 5． 格力空调的营销策略·····························12 5.1 产品策略·····························12 5.2 定价策略·····························12
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5.3 渠道策略·····························13 5.4 促销策略·····························14 6. 格力空调市场营销策略的实施建议·················16 7. 结论·····························19 8. 参考文献·····························20
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格力空调公司市场营销策略分析
