目录目录..................................................................................................................................................2前言..................................................................................................................................................3第1章企业简介......................................................................................................................4第2章市场分析......................................................................................................................72.1市场细分（Segmenting）..................................................................................................72.2市场定位（Positioning）...................................................................................................92.3目标市场选择...................................................................................................................10第3章竞争对手分析............................................................................................................12第4章SWOT分析..................................................................................................................154.1优势S................................................................................................................................154.2劣势W..............................................................................................................................174.3机遇O...............................................................................................................................184.4威胁T................................................................................................................................19第5章伊利营销策略............................................................................................................215.1产品策略..........................................................................................................................215.2渠道策略..........................................................................................................................225.3促销策略..........................................................................................................................225.4价格策略..........................................................................................................................24第6章员工激励....................................................................................................................266.1基本原则..........................................................................................................................266.2高级原则..........................................................................................................................27第7章费用预算....................................................................................................................28第8章实训总结....................................................................................................................29前言牛奶，是最古老的天然饮料之一。牛奶顾名思义是从雌性奶牛身上所挤出来的。在不同国家，牛奶也分有不同的等级，目前最普遍的是全脂、低脂及脱脂牛奶。目前市面上牛奶的添加物也相当多，如高钙低脂牛奶，就强调其中增添了钙质。首先，牛奶营养素全面。牛奶含...
