4统一冰红茶校园推广策划书目录一、前言......................................................................................................................3二、市场分析..............................................................................................................42.1茶饮料行业背景.............................................................................................42.2大学生校园市场分析.....................................................................................62.2.1大学生校园市场PEST分析..................................................................62.2.2校园市场的特点分析...........................................................................7三、竞争者分析........................................................................................................103.1总体校园市场茶饮料产品分析...................................................................103.2强势竞争者分析：.......................................................................................113.2.1康师傅冰红茶：.................................................................................113.2.2可口可乐&雀巢：原叶冰红茶...........................................................123.3机会与问题分析...........................................................................................133.3.1SWOT分析...........................................................................................13四、营销目标及战略................................................................................................204.1营销战略.......................................................................................................204.1.1营销战略.............................................................................................214.2战略实施步骤...............................................................................................214.2.1前期准备.............................................................................................214.2.2新品上市.............................................................................................224.2.3后期稳定.............................................................................................224.3促销策略.......................................................................................................224.3.1捆绑促销.............................................................................................234.3.2礼品促销.............................................................................................234.3.3抽奖促销.............................................................................................244.3.4节日促销.............................................................................................244.3.5宣传策略.............................................................................................244.3.6环保&温馨服务策略...........................................................................26五、具体校园推广活动............................................................................................285.1前期活动.......................................................................................................285.2热销活动.......................................................................................................295.3后期活动....................
