康师傅乌龙茗茶营销策划书队名：编号一三队员：罗喆刘畅朱琦项静婷李晨露目录一.营销策划的目的...............................................1二.公司及产品简介...............................................1A.公司简介......................................................................................................1B.产品简介......................................................................................................2三.市场环境分析.................................................3A.市场背景与市场前景分析..........................................................................3B.市场机遇......................................................................................................4C.目标市场分析..............................................................................................5四.竞争分析.....................................................6A.竞争状况分析..............................................................................................6B.直接竞争者分析..........................................................................................61.统一...........................................................................................................62.可口可乐“原叶”...................................................................................73.娃哈哈.......................................................................................................74.三得利.......................................................................................................7C.间接竞争者分析..........................................................................................8五.SWOT模型分析...............................................8A.优势Strengths..............................................................................................81.品牌优势:...................................................................................................82.价格优势:....................................................................................................93.技术优势:....................................................................................................94.资金优势:....................................................................................................95.明星效应：................................................................................................9B.劣势Weaknesses..........................................................................................91.口味方面...................................................................................................92.质量问题...................................................................................................9C.机会Opportunities.....................................................................................10D.威胁Threats...............................................................................................10六.营销战略....................................................11A.营销宗旨....................................................................................................11B.目标市场....................................................................................................11C.产品定位....................................................................................................11D.4Ps营销理论分...
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