黑龙江外国语学院 2012-2013 学年 第1 学期 Term 1 2012-2013 Academic Year Heilongjiang International Univ ersity 第 1 页 共 10 页 汇源果汁营销策划书 一、公司介绍 ........................................................................................................... 2 二、市场环境 ........................................................................................................... 2 三、SWOT 分析 ....................................................................................................... 2 （一）优势(strengths) ........................................................................................ 2 （二）劣势(w eaknesses).................................................................................... 3 （三）机遇(opportunities) ................................................................................. 4 （四）威胁(threats) ............................................................................................ 5 四、营销组合策略 ................................................................................................... 5 （一）产品 ......................................................................................................... 5 （二）渠道 ......................................................................................................... 6 （三）定价 ......................................................................................................... 7 （四）促销 ......................................................................................................... 8 五、费用预算 ........................................................................................................... 9 六、风险控制 ......................................................................................................... 10 （一）市场定位风险控制 ............................................................................... 10 （二）价格变动风险控制...
