娃哈哈营销广告策划书系别：管理学院专业：市场营销班级：1593009组员:谭睆马伶俐段曰生目录一、市场分析..................................................................................................................................1（一）市场背景......................................................................................................................1（二）产品状况......................................................................................................................4（三）竞争状况......................................................................................................................4二、企业经营状况分析..................................................................................................................5（一）企业概况......................................................................................................................5（二）企业优劣势分析..........................................................................................................5（三）企业的目标..................................................................................................................6三、产品分析..................................................................................................................................6（一）产品的个性内涵..........................................................................................................6（二）产品的精神意义..........................................................................................................7（三）产品的优劣比较..........................................................................................................7四、消费者研究..............................................................................................................................8（一）消费者价值观念..........................................................................................................8（二）消费水平分析..............................................................................................................8（三）消费群体......................................................................................................................9（四）消费者渠道..................................................................................................................9五、销售分析..................................................................................................................................9（一）销售渠道分析..............................................................................................................9（二）竞争对手销售状况分析.............................................................................................10（三）目前销售存在的问题.................................................................................................10六、企业营销战略........................................................................................................................10（一）企业营销重点............................................................................................................10（二）产品定位....................................................................................................................11（三）销售目标..................................................................
