市场营销策划书农夫山泉---维他命水市场营销策划书作者:苗航嘉班级:工商 1001学号:201020911315目录1.执行概要.....................................................................................................................41.1 企业简介..............................................................................................................41.2 营销背景..............................................................................................................42.0 目前营销状况..........................................................................................................62.1 中国功能型饮料市场现状..................................................................................62.2 中国功能型饮料市场的发展特点......................................................................62.3 产品营销状况......................................................................................................92.3.1 产品分析........................................................................................................92.3.2 消费者分析..................................................................................................102.4 竞争状况分析....................................................................................................142.4.1 竞争态势......................................................................................................142.4.2 主要竞争对手产品分析..............................................................................143.0 SWOT 分析...........................................................................................................173.1 优势....................................................................................................................173.2 劣势....................................................................................................................173.3 机遇....................................................................................................