娃哈哈啟力飲料常州市場營銷策劃方案

1、娃哈哈啟力飲料常州市場營銷策劃方案第1頁小組成員小組成員:陳海娟陳海娟李丹胡一夢胡一夢焦風云所學(xué)專業(yè)所學(xué)專業(yè):市場營銷市場營銷指導(dǎo)教師指導(dǎo)教師:束惠萍束惠萍所屬系部所屬系部:經(jīng)濟貿(mào)易系經(jīng)濟貿(mào)易系娃哈哈啟力飲料常州市場營銷策劃方案第3頁目錄目錄目錄................................................................3摘要..............................

2、..................................4正文................................................................5一、市場分析........................................................5(一)企業(yè)簡介................................................

3、...5二、外部環(huán)境分析....................................................6（一）宏觀環(huán)境分析..............................................61、政治環(huán)境..................................................62、經(jīng)濟環(huán)境....................................

4、..............63、技術(shù)環(huán)境..................................................64、社會物質(zhì)文化環(huán)境..........................................6三、娃哈哈飲料市場環(huán)境分析..........................................7（一）娃哈哈競爭對手分析...........................

5、.............71、競爭企業(yè)的數(shù)量和力量對比..................................72、成本結(jié)構(gòu)和產(chǎn)品差異化......................................73、退出障礙和轉(zhuǎn)移成本分析....................................7（二）潛在進入者................................................

6、7（三）SWOT分析..................................................8三、營銷策略........................................................9（一）價格策略..................................................9（二）宣傳與銷售計劃............................

7、................9（三）“啟力”飲料的市場定位....................................10四、“啟力”飲料營銷戰(zhàn)略具體行銷方案................................10結(jié)束語.............................................................10參考文獻.............................