农夫山泉市场营销策划书.doc

PAGE PAGE 2 农夫山泉—水溶C100 市场营销策划书 作者：****** 班级：07**班 学号：****** 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc264955661 1.执行概要 PAGEREF _Toc264955661 \h 4 HYPERLINK \l _Toc264955662 1.1企业简介 PAGEREF _Toc264955662 \h 4 HYPERLINK \l _Toc264955663 1.2营销背景 PAGEREF _Toc264955663 \h 4 HYPERLINK \l _Toc264955664 2.0目前营销状况 PAGEREF _Toc264955664 \h 6 HYPERLINK \l _Toc264955665 2.1中国果汁型饮料市场现状 PAGEREF _Toc264955665 \h 6 HYPERLINK \l _Toc264955666 2.2中国果汁型饮料市场的发展特点 PAGEREF _Toc264955666 \h 6 HYPERLINK \l _Toc264955667 2.3产品营销状况 PAGEREF _Toc264955667 \h 7 HYPERLINK \l _Toc264955668 2.3.1产品分析 PAGEREF _Toc264955668 \h 7 HYPERLINK \l _Toc264955669 2.3.2消费者分析 PAGEREF _Toc264955669 \h 9 HYPERLINK \l _Toc264955670 2.4竞争状况分析 PAGEREF _Toc264955670 \h 15 HYPERLINK \l _Toc264955671 2.4.1竞争态势 PAGEREF _Toc264955671 \h 15 HYPERLINK \l _Toc264955672 2.4.2主要竞争对手产品分析 PAGEREF _Toc264955672 \h 16 HYPERLINK \l _Toc264955673 2.4.3竞争综述 PAGEREF _Toc264955673 \h 18 HYPERLINK \l _Toc264955674 3.0 SWOT分析 PAGEREF _Toc264955674 \h 21 HYPERLINK \l _Toc264955675 3.1优势 PAGEREF _Toc264955675 \h 21 HYPERLINK \l _Toc264955676 3.2劣势 PAGEREF _Toc264955676 \h 21 HYPERLINK \l _Toc264955677 3.3机遇 PAGEREF _Toc264955677 \h 22 HYPERLINK \l _Toc264955678 3.4威胁 PAGEREF _Toc264955678 \h 22 HYPERLINK \l _Toc264955679 3.5营销建议 PAGEREF _Toc264955679 \h 23 HYPERLINK \l _Toc264955680 4.0财务目标 PAGEREF _Toc264955680 \h 24 HYPERLINK \l _Toc264955681 5.0营销战略 PAGEREF _Toc264955681 \h 25 HYPERLINK \l _Toc264955682 5.1营销目标 PAGEREF _Toc264955682 \h 25 HYPERLINK \l _Toc264955683 5.2营销主题 PAGEREF _Toc264955683 \h 25 HYPERLINK \l _Toc264955684 5.3营销对象 PAGEREF _Toc264955684 \h 26 HYPERLINK \l _Toc264955685 5.4营销地区 PAGEREF _Toc264955685 \h 27 HYPERLINK \l _Toc264955686 5.5营销策略 PAGEREF _Toc264955686 \h 27 HYPERLINK \l _Toc264955687 5.6媒介策略 PAGEREF _Toc264955687 \h 29 HYPERLINK \l _Toc264955688 5.7媒体组合策略 PAGEREF _Toc264955688 \h 31 HYPERLINK \l _Toc264955689 5.8营销预算 PAGEREF _Toc264955689 \h 33