《清凉一夏饮品店营销策划书》.docVIP

营 销 案 例 分 析 论 文 题目：河师大商业街“敬茶”饮品店的策划书 目录······························································ 2 一、前言···························································3 二、关键词·························································3 三、宏观环境分析·····················································3 四、微观环境分析····················································4 五、产品分析 六、市场分析························································4 ⑴目标市场分析······················································4 ⑵市场需求分析······················································4 ⑶竞争状况分析······················································5 七、STP分析························································5 ⑴市场细分（segmentation）·············································5 ⑵目标市场（targeting）················································5 ⑶市场定位（positioning）··············································6 八、SWOT分析························································6 ⑴优势（S）·························································6 ⑵劣势（W）·························································6 ⑶机会（O）·························································6 ⑷威胁（T）·························································7 九、4Ps分析·······················································7 ⑴产品（Product）···················································7 ⑵价格 (Price) ····················································7 ⑶分销（Place）·····················································8 ⑷促销 (Promotion)·················································8 十、成本预算分析···················································9 十一、风险及应对策略分析············································9 十二、总结························································9 一、前言 据科学测定，茶叶含有蛋白质、脂肪、10多种维生素，还有茶多酚、咖啡碱、和脂多糖等近300种成分，具有调节生理功能，发挥多方面的保健和药理作用。果汁能增强免疫力、减少生病、延缓衰老。实践证明，长期服用果