娃哈哈营销策划方案I娃哈哈晶钻水营销策划方案目录目录.................................................................................................................................I一、策划目的................................................................................................................1二、营销背景介绍........................................................................................................1（一）公司介绍....................................................................................................1（二）产品介绍....................................................................................................1二、市场分析................................................................................................................2（一）宏观环境分析............................................................................................21.经济环境分析............................................................................................22.社会环境分析............................................................................................23.技术环境分析............................................................................................3（二）内部环境分析............................................................................................31.顾客.............................................................................................................32.竞争者.........................................................................................................4（三）竞争者分析................................................................................................51.矿泉水市场分析.........................................................................................52.主要竞争者.................................................................................................5（四）消费者市场分析........................................................................................91.品牌知名度.................................................................................................92.各矿泉水品牌的品牌引力和产品引力分析.............................................93.影响消费者购买娃哈哈晶钻水的因素分析...........................................104.潜在消费者分析.......................................................................................11（五）SWOT分析..............................................................................................12三、营销策略..............................................................................................................12（一）营销目标及预期收益标准......................................................................121.提升知名度...............................................................................................122.扩大销售量...............................................................................................133.加深品牌形象...........................................................................................134..市场目标..................................................................................................135..财务目标..................................................................................................146.品牌目标...................................................................
