金威啤酒系列产品广告策划第2页共113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113页目录前言...........................................................................................................................................................5上篇：市场分析.......................................................................................................................................6一、营销环境分析.................................................................................................................................61经济形势总概....................................................................................................................................61.1总的经济形势............................................................................................................................61.2总的消费态势............................................................................................................................81.3市场的政治、法律背景............................................................................................................81.4市场文化背景............................................................................................................................82营销环境中宏观的制约因素..........................................................................................................102.1企业目标市场所处区域的宏观经济形势..............................................................................103营销环境中的微观制约因素..........................................................................................................183.1企业的供应商与企业的关系..................................................................................................193.2产品的营销中间商与企业的关系.........................................................................................244市场概况..........................................................................................................................................274.1市场的规模..............................................................................................................................314.2市场的构成..............................................................................................................................385营销环境分析总结SWOT.............................................................................................................465.1市场机会..................................................................................................................................465.2市场威胁..................................................................................................................................475.3企业在市场中优势..................................................................................................................485.4企业在市场中劣势..................................................................................................................505.5市场发展预测..........................................................................................................................52二、消费者分析...................................................................................................................................531消费者的总体消费态势。.......
