徐福记糖果营销策划案 目 录 一、策划目的............................................................3 二、分析糖果当前的营销环境状况...........................................4 （一）糖果市场状况分析及市场前景预测.....................................4 1.糖果市场发展历程.......................................................4 2.市场背景...............................................................4 3.糖果的特质.............................................................4 4.主要竞争对手...........................................................4 5.功能型糖果品牌.........................................................4 6.国外糖果品牌...........................................................5 7.传统本土糖果品牌.......................................................5 8.糖果的消费行为特征.....................................................5 9 徐福记的特点............................................................6 10 徐福记糖果市场发展前景.................................................6 （二）影响徐福记糖果的不可控因素进行分析.................................6 1.宏观环境...............................................................6 2.居民经济条件...........................................................7 三、SW OT 分析.............................................................7 （一）优势...............................................................7 （二）劣势...............................................................7 （三）机会..............................................................7 （四）威胁..............................................................7 四、徐福记糖果营销目标 ..................................................8 五、徐福记糖果营销战略 ..................................................8 （一）营销宗旨..........................................................8 （二）产品策略..........................................................8 （三）价格策略...................................................
