第1页共20页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共20页前言：主要通过了解现在统一冰红茶的市场现状，分析茶饮料的发展趋势，了解竞争对手的营销和广告策略，确定现阶段统一冰红茶应采取的营销和广告策略，使统一冰红茶在激烈的市场竞争环境中迈向新的起点。目录：一、市场分析····················································3（一）市场发展及现状··············································3（二）现有市场竞争状况分析········································4（三）消费者分析··················································4（四）市场发展趋势分析············································4（五）发展环境分析················································5二、产品分析······················································5第2页共20页第1页共20页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共20页（一）“统一冰红茶”功能特点分析···································5（二）竞争对手的功能、特点分析····································6三、销售与广告分析················································7（一）“统一冰红茶”销售与广告现状·································7（二）竞争对手的销售与广告策略····································8四、企业营销战略策划··············································9（一）“统一冰红茶”市场营销目标···································9（二）“统一冰红茶”市场战略·······································9五、“统一冰红茶”广告策略·········································10（一）形象的问题点和优势··········································10（二）广告目标····················································10（三）广告策划主题：年轻无极限····································11（四）广告创意设计················································12六、媒介策略······················································13第3页共20页第2页共20页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共20页（一）对象媒体接收习惯············································13（二）媒体组合策略················································13（三）媒体选择策略················································13（四）媒体广告预算················································13七、公关营销策略······························...
