蒙牛产品市场策划书VIP专享VIP免费

蒙牛杯大学生职场大赛之“赢在校园”EveryDayisGreenDay团队名称：GreenDay目录关于我们............................................................................................4第2页共49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49页摘要....................................................................................................6第一章蒙牛公司概况....................................................................7一、公司简介............................................................................7三、奶特产品的背景介绍......................................................11四、奶特产品的具体介绍......................................................13第二章市场环境分析和消费者......................................................14行为分析..................................................................................14一、宏观环境分析..................................................................14二、微观环境分析..................................................................17三、SWOT分析......................................................................21第三章“奶特”风味奶市场细分................................................24一．市场细分..........................................................................24二、目标市场选择..................................................................28三、市场定位..........................................................................30第四章产品组合策略..................................................................30一、产品设计..........................................................................30二、价格策略..........................................................................31三、分销渠道..........................................................................33四、促销推广策略..................................................................35第五章风险分析及风险规避........................................................38一、奶特在大学生市场存在的问题......................................38二、规避问题所采取的措施..................................................38第六章推广活动执行方案............................................................40一、活动周期..........................................................................40二、活动目的..........................................................................40三、活动目标..........................................................................40第3页共49页第2页共49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49页第七章奶特促销活动战略..........................................................41一、活动目的..........................................................................41二、活动时间..........................................................................41三、活动地点..........................................................................41四、活动内容：......................................................................42附录一：..........................................................................................46关于蒙牛旗下奶特产品的调查问卷......................................46附录二:.............................................................................................49调查报告分析........................................................