王老吉品牌战略第2页共57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57页目录一、市场调研..................................................................................................................................51.1饮料市场概况.....................................................................................................................51.1.1行业现状分析..........................................................................................................51.1.2行业消费者分析......................................................................................................61.1.3行业产品分析..........................................................................................................61.1.4饮料行业竞争状况分析..........................................................................................71.2竞争品牌调研.....................................................................................................................81.3消费者调研.........................................................................................................................91.3.1消费者的总体消费态势..........................................................................................91.3.2现有消费者分析....................................................................................................101.3.3潜在消费者............................................................................................................111.3.4消费者分析的总结................................................................................................111.4企业产品调研...................................................................................................................121.4.1产品外形特征........................................................................................................121.4.2饮品成分................................................................................................................121.4.3配料........................................................................................................................121.4.4产品的特点：........................................................................................................121.4.5产品分析的总结..................................................................................................121.5竞品广告调研...................................................................................................................131.5.1邓老凉茶广告........................................................................................................131.5.2白云山凉茶............................................................................................................141.5.3上清饮广告............................................................................................................151.5.4潘高寿凉茶............................................................................................................151.5.5盒装王老吉............................................................................................................171.5.6和其正凉茶............................................................................................................181.5.7黄振龙凉茶........................................................................
