康师傅茶饮料营销策划案系 部：学生：专业班级：学 号：指导老师： 年 月 日目 录一、康师傅茶饮料的简介 1二、撰写目的 1三、背景与现状分析 1（一）历史背景.........................................................................................1（二）市场现状.........................................................................................2四、环境分析 3（一）行业环境分析...................................................................................3（二）消费水平分析...................................................................................4（三）人口现状分析...................................................................................4五、竞争对手分析 5六、SWOT 的分析 6（一）优势 Strength.................................................................................6（二）劣势 Weakness...............................................................................7（三）机会 Opportunity............................................................................7（四）威胁 Threat.....................................................................................7七、调查情况分析 8（一）调查情况简介...................................................................................8（二）调查结果分析...................................................................................9（三）存在的问题....................................................................................10八、建议 11（一）市场细分.......................................................................................11（二）销售模式.......................................................................................11（三）重视人才.......................................................................................12（四）营销策略.......................................................................................12附录 17（一）调查问卷.......................................................................................17（二）调查问卷的分析....
