目录前言..........................................................................2第一部分调研篇..............................................................5一、调研准备..................................................................5（一）非正式调研..................................................................................................................5（二）正式调研......................................................................................................................51.调研背景......................................................................................................................52.调研目标......................................................................................................................53.调查问卷设计..............................................................................................................64.调研总结，数据分析研究...........................................................................................6二、营销环境分析..............................................................6（一）行业状况分析..............................................................................................................61.生活用品行业的发展趋势...........................................................................................62.洗涤用品行业的发展现状...........................................................................................63.洗衣液市场未来的发展趋势.......................................................................................6（二）高校营销环境分析.......................................................................................................71.高校市场环境..............................................................................................................72.高校学生消费群体分析...............................................................................................7三、消费者分析................................................................8（一）大学生整体消费分析...................................................................................................8（二）洗衣液消费情况分析...................................................................................................81.关于每月生活费用的情况...........................................................................................92.购买洗衣液时能接受的价位.......................................................................................93.关于购买洗衣液时的首选标准.................................................................................104.关于洗衣液购买的渠道.............................................................................................105.关于形象代言人的选择.............................................................................................116.关于产品的购买倾向.................................................................................................11四、行业竞争分析.............................................................12第二部分战略篇.............................................................13一、公司自身战略.............................................................13二、SWOT分析................................................................13（一）优势Strength........................................................
