2010年全国高校市场营销大赛营销策划案题目：浴霸不能——司丹尔卫浴系列产品营销策划方案参赛队员姓名：参赛院校：指导教师：联系方式：企业名称：联系人姓名：联系方式：作品完成时间：摘要本次策划以树立司丹尔卫浴的良好品牌形象，提高其市场份额，最大限度的挖掘卫浴市场的潜力，提高产品知名度为目标而展开。

通过对目标市场、竞争环境以及消费者详细分析，笔者制定了相应的市场策略。

在以无形产品——服务作为卖点和推销热点的基础上，提出特色化的整体卫浴解决方案。

整个策划案中，所需费用较少，这对于司丹尔这样一个规模较小，投入较少的企业大为有益，可以帮助企业一步一个脚印，树立良好的品牌形象，提高企业知名度。

目录一、目标市场的选择·············································（一）卫浴市场背景·············································（二）卫浴市场现状·············································（三）目标市场分析·············································二、竞争对手分析···············································（一）主要竞争对手·············································（二）主要竞争对手的优劣势·····································三、消费者分析·················································（一）消费者购买需求分析·······································（二）消费者的反馈意见·········································（三）目标客户的消费流程和消费心理分析·························四、市场策略···················································（一）品牌策略·················································（二）产品策略·················································（三）定价策略·················································（四）渠道策略·················································（五）促销策略·················································五、项目的成效评估及风险预测···································六、竞争战略的设计·············································（一）切入市场战略·············································（二）建立竞争优势·············································（三）独特的探索和实践·········································七、附件·······················································一、目标市场的选择（一）卫浴市场背景1.党的十六大以来，我国城市规模不断扩大，城市化进程继续加快，城市经济发展实力明显增强。