概要·························································1第一部分：背景介绍·············································3第二部分：营销环境分析········································52.1宏观环境分析（PEST模型）··········································52.2中观环境分析（波特模型）··········································62.3微观环境分析····················································8第三部分：SWOT分析············································13第四部分：目标市场定位········································194.1战略定位·······················································194.2产品定位·······················································194.3目标市场对象定位················································194.4对目标客户分析··················································204.5传播理念定位····················································25第五部分：营销组合策略········································275.1产品策略·······················································275.2价格策略·······················································305.3渠道策略·······················································345.4促销策略·······················································38第六部分：风险控制·············································476.1市场风险·······················································476.2财务风险·······················································486.3管理风险·······················································48第七部分：附录···············································49附录一：统一果汁调查问卷以及数据······································49附录二：S&S工作流程················································57目录1.策划灵感与目的：现代社会，人们的生活节奏越来越快，同时对自己的营养健康也日益关注。大部分人群，特别是年轻的女性在平时饮用的饮料都选择有营养的果汁类饮料，解渴的同时也及时补充营养，保持健康时尚的生活方式。而对大部分女性来说，经常饮用的时候发现喝剩下的瓶子放包包里很占用空间，放在手上又很不方便。于是，青年人和年轻女性都会注重时尚的同时关注携带的便利性。因此，我们借助统一具有良好的品牌效应，通过新推出便携版统一鲜橙多，进一步...
