广药王老吉舆论公关策划案-杜门公关公司目录一、前言..........................................................................................................................................31.商标权问题背景...................................................................................................................32.事件发展...............................................................................................................................4二、调查分析..................................................................................................................................51.电视舆论...............................................................................................................................52.报纸舆论...............................................................................................................................53.网民舆论...............................................................................................................................64.调查分析结论.......................................................................................................................6·电视舆论——对广药不利.............................................................................................6·纸媒舆论——对广药不利.............................................................................................7·网民舆论——对广药不利.............................................................................................8三、SWOT分析..............................................................................................................................91.广药王老吉SWOT分析......................................................................................................9·优势（Strength）............................................................................................................9·劣势（Weakness）........................................................................................................11·机会（Opportunity）....................................................................................................14·威胁（Threat）.............................................................................................................16·广药王老吉SWOT分析表...........................................................................................172.对手加多宝SWOT分析....................................................................................................19·优势（Strength）..........................................................................................................19·劣势（Weaknesses）....................................................................................................20·机会（Opportunities）.................................................................................................20·威胁（Threats）...........................................................................................................21·加多宝SWOT分析表...................................................................................................213.广药目前做法.....................................................................................................................234.广药未来的营销趋势..............................................................
