目录前言.............................................................................................................................................11企业简介.................................................................................................................................21.1企业概况..........................................................................................................................21.2当前营销状况分析..........................................................................................................21.3本次广告任务..................................................................................................................22营销环境分析.........................................................................................................................32.1市场概况..........................................................................................................................32.1.1营销环境中宏观制约因素........................................................................................32.1.2营销环境的微观制约因素........................................................................................62.1.3市场概况....................................................................................................................72.1.4营销环境分析总结....................................................................................................92.2产品分析........................................................................................................................122.2.1产品的性能..............................................................................................................122.2.2产品的质量..............................................................................................................122.2.3生产工艺..............................................................................................................一三2.2.4产品的外观与包装..............................................................................................一三2.2.5产品的品牌形象分析..........................................................................................一三2.3消费行为分析................................................................................................................142.3.1消费者的总体消费态势..........................................................................................142.3.2现有消费者分析......................................................................................................142.3.3潜在消费者..........................................................................................................一五2.3.4消费者分析的总结..............................................................................................一五2.4竞争分析........................................................................................................................172.4.1青岛啤酒辽宁市场地位..........................................................................................172.4.2主要竞争对手分析..................................................................................................172.5媒体分析.....................................................................................................................193广告策略............................
