目录一 •商业背景介绍..............................................................2(一） 企业背景介绍——梓香茶叶公司.......................................2(2)梓香茶叶品牌介绍...................................................3二•市场状况分析...............................................................4(1)...............................................................................市场分析41. 宏观环境:.........................................................42. 中观环境：........................................................43. 微观环境:.........................................................44. SWOT 分析.........................................................55. 营销启示：........................................................6三.目标市场选择与定位........................................................8(一） 茶楼市场细分.......................................................8(二） 重点目标消费者.....................................................8(三） 辅助消费者群.......................................................8(四） 行销 S 标...........................................................9四•营销组合策略..............................................................10(1)产品策略...........................................................10(2)价格策略...........................................................14(3)渠道策略...........................................................18(四）促销策略...........................................................20(五）人员策略...........................................................23(6)有形展示策略.......................................................30(七）服务过程...........................................................32五•营销活动与预算安排........................................................36(1) 行动计划...........................................................36(二）预算安排...........................................................37六、附录:..................................
