-1-娃哈哈锡兰奶茶校园推广营销策划目录目录..................................................................................................................................................1执行摘要..........................................................................................................................................2前言..............................................................................................................................................4一、市场分析..........................................................................................................................5（一）目标和任务..................................................................................................................5（二）市场状态与策略...........................................................................................................5（三）宏观环境分析..............................................................................................................61．竞争对手....................................................................................................................62．政治经济....................................................................................................................83．技术成本....................................................................................................................84．社会需求....................................................................................................................9（四）微观环境分析..............................................................................................................91．产品介绍....................................................................................................................92．SWOT分析..............................................................................................................11二、营销策略........................................................................................................................13（一）推广目标....................................................................................................................13（二）校园市场分析............................................................................................................13（三）锡兰奶茶目标市场选择与定位.................................................................................13（四）营销组合....................................................................................................................141．产品定位..................................................................................................................142．广告策划..................................................................................................................143．品牌策略..................................................................................................................154．渠道策略..................................................................................................................155．促销策略..................................................................................................................156．价格策略..................................................................................................................15三、行动计划.....................
