目录引言..................................................................................................................................11营销策略理论概述...........................................................................................................21.1目标市场策略........................................................................................................21.2产品策略................................................................................................................41.3价格策略................................................................................................................41.4渠道策略................................................................................................................41.5促销策略................................................................................................................52浙江香飘飘食品有限公司概况......................................................................................62.1公司简介................................................................................................................62.2产品介绍................................................................................................................72.3企业文化介绍........................................................................................................83营销环境分析..................................................................................................................93.1宏观环境分析........................................................................................................93.1.1人口环境分析..............................................................................................93.1.2经济环境分析..............................................................................................93.1.3政治环境分析............................................................................................103.1.4社会文化分析............................................................................................103.2微观环境分析......................................................................................................113.2.1沈阳杯装奶茶系列产品市场容量分析....................................................113.2.2沈阳市的竞争环境分析............................................................................113.2.3主要竞争者分析........................................................................................123.2.4消费者分析................................................................................................143.3香飘飘SWOT分析.............................................................................................164香飘飘沈阳营销策略现状及存在的问题....................................................................184.1市场定位策略现状及存在的问题......................................................................194.1.1市场定位策略现状....................................................................................214.1.2市场定位策略存在的问题........................................................................214.2产品策略现状及存在的问题..............................................................................204.2.1产品策略现状..........................................................................................
