目录第二部分：营销环境分析..............................................................................................................8一微观分析................................................................................................................121.行业竞争分析——波特五力分析.........................................................................122消费者分析............................................................................................................18第三部分：SWOT分析................................................................................................................221.优势：....................................................................................................................222.劣势：....................................................................................................................223.机会：....................................................................................................................234.威胁：....................................................................................................................23第四部分：目标市场定位............................................................................................................24一、目标市场营销.........................................................................................................24二、目标市场细分：.....................................................................................................24三、市场定位................................................................................................................25四、消费群的特点——市场的吸引力.........................................................................26第五部分：营销策略....................................................................................................................28一、产品策略................................................................................................................281.产品系列................................................................................................................282.产品包装................................................................................................................283.产品标识................................................................................................................29二、价格策略................................................................................................................301.定价目标................................................................................................................302.竞争状况分析.........................................................................................................303.市场需求分析.........................................................................................................314.产品成本分析.........................................................................................................32三、定价策略................................................................................................................321.引入期定价策略.....................................................................................................322.成长期定价策略.............................................................................................
