健力宝西安地区市场推广方案目 录一、健力宝企业概况 ····································· 4二、市场环境分析 ········································5三、西安地区饮料市场调查分析(一）、西安地区饮料消费者群体分析························6（二）、功能性饮料的进展机遇与阻碍························7（三）、消费者选择饮料产品的侧重点分析····················8(四)、健力宝市场竞争品牌································8（五）、消费者对健力宝品牌的了解与关注····················9（六）、消费者对健力宝的期待······························11(七)、调查总结··········································12(八）、饮料行业进展预测分析······························12四、SWOT 分析（一)、SWOT 分析——健力宝································14（二）、竞争者优劣势分析——百事可乐·······················15 （三）、竞争者优劣势分析——可口可乐·······················15 （四）、竞争者优劣势分析-—红牛···························15五、健力宝在西安地区销售的机遇与挑战(一)、面临挑战 ···········································16（二）、进展机遇 ·········································· 16六、健力宝的市场目标 ······································ 17七、健力宝的商品概念架构 ································· 17八、健力宝策划案(一）、健力宝广告概念······································18（二）、广告策划进行与目的··································18（三）、诉求对象······...
