“红房子”小吃店营销策划方案（大学生创新创业项目）目录前言..........................................................................................................................................1一、项目背景及意义..............................................................................................................2二、我院相关“小吃店”市场营销现状分析.......................................................................2(一)“快乐堡”小吃店...................................................................................................21.市场定位与选择...................................................................................................22.产品组合分析.......................................................................................................23.营销服务分析.......................................................................................................34.优劣势分析..........................................................................................................3(二)“正湘源”小吃店...................................................................................................41.市场定位与选择...................................................................................................42.产品组合分析.......................................................................................................43.营销服务分析.......................................................................................................54.优劣势分析..........................................................................................................6三、“红房子”小吃店营销现状分析...................................................................................6(一)经营历史..................................................................................................................6(二)产品组合..................................................................................................................7(三)营销现状分析..........................................................................................................8四、SWOT分析........................................................................................................................17(一)“红房子”市场状况及市场前景分析.................................................................171.现有市场及潜在市场状况.................................................................................172.市场前景分析.....................................................................................................17(二)“红房子”市场影响因素分析.............................................................................181.市场影响因素分析.............................................................................................182.优劣势分析........................................................................................................18五、营销策划方案................................................................................................................20(一)市场定位与选择.....................................................................................................201.“红房子”小吃店的市场定位.........................................................................202.“红房子”的市场选择.............................................
