精品文档---下载后可任意编辑 统一冰红茶校园推广筹划书目录一、前言......................................................................................................................3二、市场分析..............................................................................................................42.1 茶饮料行业背景.............................................................................................42.2 大学生校园市场分析.....................................................................................62.2.1 大学生校园市场 PEST 分析..................................................................62.2.2 校园市场的特点分析...........................................................................7三、竞争者分析........................................................................................................103.1 总体校园市场茶饮料产品分析...................................................................103.2 强势竞争者分析：.......................................................................................113.2.1 康师傅冰红茶：.................................................................................113.2.2 可口可乐&雀巢：原叶冰红茶...........................................................123.3 时机与问题分析...........................................................................................133.3.1 SWOT 分析...........................................................................................13四、营销目标及战略................................................................................................204.1 营销战略.......................................................................................................204.1.1 营销战略.............................................................................................21战略实施步骤.....................................................................................................21前期准备......................................................
