课程名： 国际市场营销 INTERNATIONAL MARKETING 作 业 题 名基于农夫山泉的 STP 战略分析组 名非常 7+1成 员lfaz dasdw asdfhdasf as asdf 林 asdfas asdfasf 彪 asdfsd班 级工商管理 081 班任 课 教 师樊 秋2011 年 4 月 28 日下载后可任意编辑第一章 饮料市场基本情况························2第二章 市场细分策略分析························52.1 市场细分的概念和原则······················52.1.1 市场细分(Market Segmentation)的概念············52.1.2 市场细分的原则·······················72.2 市场细分的作用和程序······················82.2.1 市场细分的作用·······················82.2.2 市场细分的程序·······················82.3 市场细分的方法·························92.4 市场细分变量的分类与选取····················10第三章 目标市场的选择(Market Targeting)················113.1 评估目标市场的依据·······················113.1.1 市场机会·························113.1.2 市场需求潜量分析·····················123.1.3 结构吸引力分析······················133.1.4 获利状况·························143.2 选择策略····························153.2.1 市场集中化························153.2.2 产品专门化························163.2.3 市场专门化························163.2.4 有选择的专门化······················163.2.5 完全市场覆盖·······················16第四章 进行市场定位(Market Positioning)················17第五章 农夫山泉股份有限公司简介····················18第六章 农夫山泉市场定位······················...
