第1页共36页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共36页2012重庆三峡学院第五届市场营销策划竞赛作品策划书名称：“惜缘咖啡厅”营销策划书被策划对象：惜缘咖啡厅指导老师：冉建宇团队名称：飞翔之队策划成员：杨伦坤蹇国容李青岭陈倩文刘娟所属院系：经济与管理学院第2页共36页第1页共36页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共36页策划完成时间：2012年11月25日咖啡馆市场营销策划书目录前言-----------------------------------------------------------------------------------------------------------------31.环境分析--------------------------------------------------------------------------------------------------------41.1.情势环境------------------------------------------------------------------------------------------------------41.2.中性环境------------------------------------------------------------------------------------------------------61.3.企业优势-----------------------------------------------------------------------------------------------------72.整体市场分析--------------------------------------------------------------------------------------------------82.1.市场现状分析------------------------------------------------------------------------------------------------82.2.行业发展趋势------------------------------------------------------------------------------------------------92.3.消费者分析---------------------------------------------------------------------------------------------------102.4.竞争性分析----------------------------------------------------------------------------------------------------132.5.可用媒介分析-------------------------------------------------------------------------------------------------143.swot分析---------------------------------------------------------------------------------------------------------153.1.优势-------------------------------------------------------------------------------------------------------------153.2.劣势-------------------------------------------------------------------------------------------------------------153.3.机会-------------------------------------------------------------------------------------------------------------163.4.威胁-------------------------------------------------------------------------------------------------------------164.营销战略----------------------------------------------------------------------------------------------------------174.1.咖啡屋经营理念-----------------------------------------------------------------------------------------------174.2.咖啡屋经营模式-----------------------------------------------------------------------------------------------174.3市场拓展策略----------------------------------------------------------------------------------------------------185.营销策略-----------------------------------------------------------------------------------------------------------185.1.咖啡屋营销组合策略-----------------------------------------------------------------------------------------186.预算-----------------------------------------------------------------------------------------------------------------277风险控制------------------------------------------------------------------------------------------------------------278小结--------------------------------------------------------------------------------------------------------------...
