大学生营销策划大赛之“我是糕手”营销策划书二零一五年四月二十一日目录一．概要及项目简介.......................................................................................................................4（一）概要..............................................................................................................................5（二）项目简介.......................................................................................................................5二．市场调研及分析.......................................................................................................................5（一）调查内容.......................................................................................................................5（二）调查结果分析...............................................................................................................61.调查男女比例.............................................................................................................62.购买蛋糕类型.............................................................................................................63.购买蛋糕途径.............................................................................................................64.购买蛋糕注重点.........................................................................................................75.可接受的蛋糕价格.....................................................................................................86.网上购买蛋糕的顾虑.................................................................................................8一．营销环境分析.........................................................................................................................9（一）宏观因素分析...............................................................................................................91.市场需求.......................................................................................................................9（二）微观因素分析.............................................................................................................111.消费者分析.................................................................................................................112.竞争者分析.................................................................................................................113.我国移动社交网络的现状分析.................................................................................12（1）用户的广泛性...............................................................................................12（2）用户从众心里...........................................................................................一三（3）选择的从众性...........................................................................................一三（4）发展状况...................................................................................................一三（5）我国移动社交网络的发展方向...................................................................144.SWOT分析....................................................................................................................14（1）威胁...............................................................................................................14（3）优势.................
