立昌按摩捶在淮安市場的營銷策劃方案英文版

1、marketing plan forli-chang massage hammerin huapancontentsi. introduction4(i) .company and products4(ii) team5ii. analysis of market environment6(i) .analysis of macro environment6p (policy)： 6e(economy)： 6s(society)： 7t(technology)： 10(ii) analysis of the micro-environment11iii. stp analysis14s -ma

2、rket segmentation14p -market positioning16iv. marketing strategy16(i) marketing objectives：16(ii) marketing strategymarket development strategy171. marketing executive： 17v the information system21vi the financial analysis22annex 1：25market research report25market research objectives，scope, methodol

3、ogy, time25the survey analysis25annex 2：28the report of ”丫our thanks start from the experience activity of li chang massage hammer528annex 3:31prefacewith the continuous development of society， peoples living standardsincreasingly, china fitness equipment industry began in the 80s at the end of the2

4、0th century, and with chinas accession to the wto and beijings successful bidfor the olympic games expanding the ranks of fitness for fitness equipmentmanufacturer with to strong business opportunities.while this game gave birth to our massage products industry, but because of asudden, the productio

5、n of massage fist from the enterprise rush, chaos and disorderof the market speculation，so that the major products massage game is valuable andfree enterprise in a situation where the city therefore, fitness equipment co., ltd. wenzhou li chang commissionedmarketing team battle against the wolfs cur

6、rent development status and marketanalysis of huaian to develop by 2009 9 months in september 2010 a one-yearmarketing program. the program make a detailed market analysis about huaian，and select the two main target groups of the two phases of the development ofmarketing promotion strategies.i. intr

7、oduction(i) .company and productsfitness equipment co., ltd. wenzhou li chang long been engaged in theprofessional massage hammer design development and production, product qualityand technology in the leading position in the industry. li chang product has passedce, 3c and rohs certification, and ob

8、tained patents in many countries. thecompanys products include： lc-2oo2, lc-2oo6, lc-901, lc-902, lc-8, lc-9series, according to the functions of the two infrared vibration, infrared heat shock,vibration and magnetic massage series.massage li chang clever game design，the appearance of dolphin fully

9、takeninto account the characteristics of ergonomics is to massage the classic gamedesign. streamline handle can easily massage any part of the body, easy to use andeasy to carry. the principle of using high-frequency vibration to beautify the skin,subcutaneous tissue strong, blood vessel expansion,

10、the restoration of muscle andflexibility to expand and eliminate the role of fatigue.product main functions - vibration, infrared, hot pack, magnetic therapy,massage features:(1) in-depth, comprehensive relaxation massagesmassage hammer can effectively reduce the movement, work and mentalstress caus

11、ed by fatigue and soreness.(2) beat a strong functionmassage hammer blows functional muscle tissue infiltration and effective painrelief. body weight infrared massage hammer massage works in the head, so asignificant effort to enhance the massage.(3) the function of the speed of the mediationhave to

12、 adjust itself to the speed of the massage, so you enjoy the flexible massage.massage speeds faster effective stretch tight muscles, help to slow the speed of themassage to ease aching muscles.(ll)teamthe meaning of team: the battle wolf is the meaning of the main draw on the spiritof the wolf war,

13、all-conquering. fighting spirit of the wolf is a kind of unity, unity isstrength； fighting spirit of the wolf is a kind of boldness, courage in the face of theplight of the decisive choice when it is solely the confidence, perseverance anddedication is； the courage to face the person is wolves, the

14、courage to face anydifficulties and hardships and dangers, and to overcome it. this is the mentality thatall successful, it is also a strong mentality.this is the spirit of battle wolf is the soul of enterprise fighters. - promise toexpandthe team members： ceo： tiger、coo： wei、cfo： may、cmo： shasha、cp

15、o： lucy、cto： richardii. analysis of market environment(l) .analysis of macro environmentp (policy)：government plans to invest 4 trillion yuan for domestic infrastructure in order tostimulate consumption and expand domestic demand.according to the trade and industry bureau huaian survey, a lot of mas

16、sagehammer in the market have the product quality problem, the product is has very lowpassing rates.this situation seriously affected the markets stability and development.e(economy)：by the financial crisis, chinas gdp growth declined from 11% to 6% today.over the years china's gdp growth is the

17、 lowest point, exports continued to decline,from 45% to 12% today，a large number of small and medium-sized enterpriseshave closed down and a sluggish domestic economy. li chang this for our small andmedium-sized enterprises, faced with pressure. therefore, how to shake off thedilemma, the expansion

18、of domestic sales and enhance the economic interests of our company is facing a major problem before.however，huaian 2008 gdp, the expected full-year gdp to achieve 91 billionyuan, up 13.5 percent； to achieve total revenue of 17.05 billion yuan fiscal，anincrease of 38.2%, which places the general bud

19、get of 71.3 billion yuan revenue, anincrease of 38.8%； the completion of fixed-assets investment 82.5 billion yuan, anincrease of 35.2%.huaian gdp development, per capita income of urban residents is 5860yuan in2oo8. li chang massage to the average 100 game in terms of expenditureon the purchase of

20、only 1.7 percent of annual income, as an ordinary family canafford, and this domestic market for our products is very favorable.s(society)：according to statistics, the total population of huaian reached 5,000,000 in2008，with the current rate of population growth in china, it is a huge market capacit

21、y.our main consumption target is engaged in manufacturing, education andservicesaccounted for 30% of the total number of the population in 2008 samplesurvey.according to the population in 2008 sample survey, huaian elderly aged 65and over population of 624,000 people, of the total population account

22、ed for 11%,this indicates that that huaian society has stepped into the aging society. the healthstatus of the elderly has become an important social problem. survey shows thatsurveyed more than 60 years of age and older population, health and basic healthaccounted for 84.7%, in which healthy 61.1%；

23、 does not work or life can not take careof themselves, 14%. thus the concern of health care for the elderly has becomewhether there is a measure of filial piety. therefore, to seize this huge market，increasing market share，the elderly of the customer base is our strength can not beignored.according

24、to statistics, in 2008 the total population of huaian reached5,369,100, at the present rate of population growth in china, the huge marketcapacity. according to our market survey in huaian analysis showed that： in huaianmarkets, massage hammer market share is very small, only 22.40 percent of thepeo

25、ple used，nearly 70.00 percent of the people do not understand the game of themassage, or simply do not know this product； in massage hammer used in the publicfeel that there is 62.86% effective to a certain extent after the body feel morecomfortable； massage used in the absence of game, but the will

26、 of the people to buy,your parents accounted for 28.81 percent, their accounted for 32.20% used. thus，the expansion of the product brand awareness and advertising can not be separatedfrom the input.the current market, the massage is very similar style game，there is the will of thepeople to buy，with

27、little regard for style； and 30.77% of people consider the qualityof 78, 36% consideration is the effect. 25.00% of people have the option of buyingin the 80 yuan price of -180 million, the purchase of way mainly in specialty stores and supermarkets.according to the survey show that more than huaian

28、 number of cities andtowns among the forefront of china, of which nearly 65% of office workers will feeldepressed and tired, was sub-health state of the body. of these, nearly 15% ofpeople will always feel back pain, with drivers, teachers and office staff related to themajority. and our products, h

29、ealth care, leisure, the characteristics of light will makethem more acceptable and therefore，the market had huge growth potential.according to the population in 2007 sample survey, huaian elderly aged 65and over population of 624,000 people, of the total population accounted for11.35%, indicating t

30、hat huaian society has entered the ranks of aging. the healthstatus of the elderly has become an important social problem. survey shows thatsurveyed more than 60 years of age and older population, health and basic healthaccounted for 84.7%, in which healthy 61.1%； does not work or life can not take

31、careof them, 14%. thus the concern of health care for the elderly has become whetherthere is a measure of filial piety. therefore, to seize this huge market, increasingmarket share, the elderly of the customer base is our strength can not be ignored.in 2008 year, huaian colleges and universities (th

32、e specialist) of the total staffof 2318 people； huaian there are two general undergraduate institutions, the highervocational and technical college 4, 89,000 students were.however, analysis shows that through the investigation, the current work-studystudents in the school of no more than 23%. but wo

33、uld like to work through their own for parents or relatives to buy a gift, the number of filial piety in our survey showed 52.5 percent. therefore, students of the potential market for thedevelopment of our company is necessary.at the same time, according to our survey, if the region's universit

34、y students tobuy huaian massage considerations when the game is about 50% of the students toconsider the price of their main tendency in the price between 80 -120 million； onthe effectiveness of massage fist consider the largest number of, accounting for95%. and consider of the brand, only 17.5%. ch

35、annels in the purchase of collegestudents tend to supermarkets and stores with.t(technology)：at present, our companys products are mainly applied into two techniques,this is magnetic and infrared therapy, the use of infrared technology, infraredand the human body cells, the molecular vibration frequ

36、ency close to the depth ofhuman cells and then it would cause the atoms and molecules of the "resonanceeffectf, through the resonance absorption, the formation of thermal reaction, thetemperature to rise in the deep subcutaneous and micro vascular expansion, andpromote blood circulation, would

37、impede the metabolism of the body to remove andre-enable the organization to revive and promote enzyme production, to achieveactivation of tissue cells to prevent aging, the purpose of strengthening the immunesystem.with the computer and network technology development for the company tobuild custome

38、r database system provides the convenience.(ii) analysis of the micro-environment1. market analysisli chang company in jiangsu province with a total agents and offices, set up inthe huaian for yibai billion trading co. at this stage the company going through arational, points-intensive to cultivate

39、their own powerful marketing business team, tostrengthen the influence of their own brands. at present, massage hammer inhuaian li chang market share of about 28%，in 2007 the turnover of huaian710,000 for 2008 reached 800,000, an annual turnover of 12.7 percentyear-on-year growth.li chang companies

40、are increasing investment in product research anddevelopment, purchase a large number of testing equipment to enhance thedetection of a variety of raw materials, process testing, product testing and otheraspects of the technical team training, to further improve the quality managementsystem, corpora

41、te governance from an extensive experience in the management oftransformation for the institutionalization of procedures, specialization of modernmanagementin huaian, the current products are mainly the supermarkets, their main meansis the era of the supermarket huaian joint marketing, without its o

42、wn independentcounter. sales channels, as well as too much publicity a single, advertising zeroinput. many consumers lack of understanding of our products and understanding.2. the consumer analysiswith the growing awareness of health fitness, more and more people recognized the health care of the im

43、portance of good health through massageproducts to the idea of keeping fit is gaining more and more recognized andaccepted by consumers and a highly regarded. thus, huaian great potential for theconsumer market. engaged in manufacturing, education and service industry groupspressure on relatively la

44、rge, often feel physically and mentally exhausted a largeproportion accounted for. therefore, this group as a cudgel to massage the healthcare assistant to work.for students of the user groups, massage hammer is as a gift to their loved onesand friends, their effects and the pursuit of exquisite app

45、earance.3. competitor analysis(1) according to the same industry survey，in huaian our biggest competitor isthe "east god' as the pioneer of health care equipment massage. .east god/1 was founded in 1988, the department of sino-us joint ventures. the creation of thepast 20 years，always follo

46、w ,fto human health, of the enterprise value, tirelessfocus on massage techniques, as well as human medical research, health r &amp；d and production equipment is well-known massage. oriental massage game seriesof god of which the consumer has a good reputation, from the current developmentsituat

47、ion, "east god11 is focused on the massage chair, but massage hammersmarket share in huaian is about 27 percent. east gods target market ismiddle-aged and older people. compared a single target group. but still can not bestrong.(2) according to the market survey that the market in huaian there

48、are lu丫ao、 rui lang. brand competition with li chang.however, luyao has stoppedproducing the massage hammer and stopped the supply in huaian. but there are luyao massage hammer stock sales on line, and the price relatively low, which is astrong threat.huaian market in unlicensed massage hammer rui l

49、ong diversified sales channels,with stores, and sold in major shopping malls, and li chang fist massage more thana single channel advantage. however, its price relative to similar massage hammershigher.(3) from massage hammer，people will think more of the masseur, massagefor professional role is thr

50、ough the way the muscles in the human form, to adjust thebody's physiological and pathological conditions，so as to achieve the role ofmedical treatment and health care . principle and its role in a variety of methods is closely related to chinese medicine books that： massage can mediate the bala

51、nceof yin and yang, dredging the meridian qi and blood, but also to blood, bodyzhuanggu adjust internal organs, and enhance the capacity of the human body,such as disease resistance. although it easier for professionals to do the rightmedicine massage and acupuncture points accurately, but because o

52、f the price ofmore expensive massage has not universal.(4) the beginning of the current massage chair with its convenient,continuous professional market position, mainly thanks to its good effects andinformation points. but its price is expensive, it is difficult for the averageconsumer to accept th

53、e price massage chairs from 2,000 yuan to 10000yuaniii. sa12%27%market share proportion lichang 圓 eastgod ruilang luyao others"" m » < xx % vx first, according to annual income, we can divide the market into four categories：the market which below 40,000 accounted for 32%from 40,000

54、 to 100,000 accounted for 45%from 100,000 to 150,000 accounted for 14%more than 150,000 accounted for 9%proportation below 40,000second，at the 40,000 - 100,000 market, according to age can be divided intothree categories：youth market，20 - 35-year-oldmiddle-aged market, 36- 55-year-oldthe young once

55、market, more than 56-year-oldthird， in the youth market, collage students is the most important, we can throughdifferent use divide the market into for gifts and for themselves，according to oursurvey, 68% of the total gifts and 32% for themselves.t -target marketsfirst, for the above market segments

56、，we chose the annual salary of40,000-100,000 yuan and middle-aged market as the major markets. they are pursuing is fashion and health, and once they favored the use of the product, they will continue to use the product loyalty and will not change easily. but the people aremore concerned about the p

57、ractical effect of the product. so, when company sellsproducts，we have to ensure product quality and quantity, also the use of effects canbe more prominent.second, the young once market for the secondary market.third, mainly university students and young people will be market-potentialcustomer. for college students, 68 percent hope to purchase a gift for the parentsthrough working. so, this consumer groups is very important. for their spendingpower, our price is normally between 80-120 yuan, they seek is a fashion andtrends, new products have a stronger capacity to accept.p -ma