目 录摘 要.....................................................................I关键词....................................................................IAbstract..................................................................IKey words................................................................II一、 项目概述...........................................................1二、项目发展前景........................................................3三、市场环境分析........................................................3（一）外部环境分析......................................................31.政治经济环境.......................................................32.社会环境...........................................................43. 技术环境..........................................................4（二）项目运营的环境分析................................................51.现有竞争者分析.....................................................52.潜在进入者的威胁...................................................53.替代品的威胁.......................................................54.供应商议价能力.....................................................55. 顾客议价能力......................................................5（三）SWOT 分析..........................................................6（四）竞争战略..........................................................6四、消费者行为分析......................................................7（一）消费者群体........................................................7（二）消费者行为........................................................7五、STP 市场营销分析.....................................................7（一）市场营销分析......................................................71.市场细分...........................................................72.目标市场...........................................................83.市场定位...........................................................8（二）产品营销策略.....................
