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云南白药牙膏的营销策划书
学生姓名 蓝 楠 专业班级 公 管 802 学 号 200820910410 分 院 经贸管理分院
2010年12月
云南白药牙膏营销策划书
目 录
1.背景资料 ····························································································· 4
1.1企业基本情况 ·································································································· 4 1.2策划书用途 ······································································································· 4
2.营销环境和状况分析 ········································································ 5
2.1市场状况 ············································································································ 5 2.2产品状况 ············································································································ 6 2.3竞争状况 ············································································································ 8 2.4分销状况 ·········································································································· 10 2.5宏观环境状况 ································································································ 10 2.6未来产品发展趋势 ······················································································ 11
3.产品及市场的优势、劣势、机会、挑战（SWOT）分析错误！未定义书签。
3.1内部优势分析（Strengthes） ·····························错误！未定义书签。
3.2内部劣势分析（Weaknesses） ························错误！未定义书签。
3.3市场机会分析（Opportunities）······················错误！未定义书签。 3.4市场威胁分析（Threates） ··································错误！未定义书签。 3.5总结（Threates） ······················································错误！未定义书签。
4.营销策划目标··················································································· 16
4.1财务目标 ·········································································································· 16 4.2营销目标 ·········································································································· 16
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云南白药牙膏营销策划书
5.营销战略 ··························································································· 17
5.1产品策略 ·········································································································· 17 5.2价格策略 ·········································································································· 18 5.3渠道与传播策略 ···························································错误！未定义书签。 5.4市场调研 ·········································································································· 20
6.行动方案 ····························································· 错误！未定义书签。 7.附录1··································································· 错误！未定义书签。
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云南白药牙膏营销策划书
1.背景资料
1.1企业的基本情况 （1）企业简介
云南白药集团股份有限公司是云南省医药工贸结合的大型综合性企业，主要从事药品(以中成药为主)的生产经营及外购药品的批发零售。1999年，本公司被云南省科委认定为高新技术企业，2000年被云南省经贸委、中共云南省委企业工作委员会、云南省统计局、计委、财政厅、省委组织部和人事厅认定为大型一级企业管理评价单位，1999年被国家人事部批准建立博士后科研工作站。2001年被云南省质量技术监督局授予“云南省2000年全国质量管理先进企业”称号，并被列为云南省技术创新示范企业，并被云南省经贸委、财政厅评为2001年云南省管理优秀达标企业，被云南省质量管理协会授予“2001年度云南省质量效益型先进企业”称号，并被列为云南省技术创新示范企业，2002年被云南省政府列为10户重点扶持的医药企业之一。
云南白药是著名的国产成药，自1902年问世以来，驰名中外，名扬四海。具有止血镇痛、消炎散肿、活血化瘀、愈伤调经、排脓去毒、防腐生肌等功能，同时药源广泛，经济价廉，治疗方法简便易行，容易掌握，不良反应少，所以应用范围广，治疗效果好。目前旗下产品主要有云南白药创可贴，云南白药白药气雾剂、白药膏、白药酊等等。
（2）产品简介
白药牙膏是云南白药集团股份有限公司在2004年研发生产的一种护龈固齿功能健康性产品。它是根据我国牙周病发病率高居不下，市场缺乏有效的防治牙周疾病的产品的现实，开发以牙膏为载体，内含云南白药特殊活性成分，以防治牙龈出血、牙龈炎、牙周炎，牙龈萎缩和口腔溃疡的专业性口腔护理、保健产品。它的问世，被云南白药自诩了“革命性的开启了中国口腔护理、保健的新时代，为中国人的牙齿健康提供了新的保障”的意义。
1.2策划书用途
由于新产品的开发，研究同行业的特点和市场的动态变化。根据市场特点策划出一套适合本公司的行销方案（在总的营销方案下，在不同的时段，设计新的
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