青岛啤酒案例分析..docVIP

PAGE \* MERGEFORMAT 3 青岛啤酒案例分析 组员： 王帅 陈思吉 吴雨桥 汤竹君 ——2012年11月18日 目录 HYPERLINK \l _Toc275900070一、公司产品介绍 HYPERLINK \l _Toc2759000711.1企业发展历史·········································3 HYPERLINK \l _Toc2759000721.2企业现状 ··········································3 HYPERLINK \l _Toc2759000731.3产品介绍 ··············································3 HYPERLINK \l _Toc2759000741.4营销概况 ··············································3 1.5 执行概要及目标········································4HYPERLINK \l _Toc275900075二、营销环境分析 HYPERLINK \l _Toc2759000762.1经济环境分析 ········································4 HYPERLINK \l _Toc2759000772.2政治法律分析 ······································5 HYPERLINK \l _Toc2759000782.3市场文化背景 ······································5 HYPERLINK \l _Toc2759000792.4技术背景···············································5 HYPERLINK \l _Toc2759000802.5消费者行为分析 ·······································5 HYPERLINK \l _Toc275900083三、SWOT问题分析 HYPERLINK \l _Toc2759000843.1优势（S）··········································6 HYPERLINK \l _Toc2759000853.2劣势（W）············································6 HYPERLINK \l _Toc2759000863.3机会（O）···········································6 HYPERLINK \l _Toc2759000873.4威胁（T）··········································7 HYPERLINK \l _Toc275900088四、STP目标市场定位理论 4.1HYPERLINK \l _Toc275900089市场细分及目标选择····································7 4.2HYPERLINK \l _Toc275900090目标顾客分析··········································8 HYPERLINK \l _Toc2759000914.3市场定位··············································9HYPERLINK \l _Toc275900092五、4P营销策略 HYPERLINK \l _Toc2759000935.1产品策略·····························