【正文】 娃哈哈鋅 AD 鈣奶營銷策劃方案 1 / 31 目錄 ............................................................................................................................ 4 ............................................................................................................................ 4 .................................................................................................................... 4 營銷環(huán)境分析 .......................................................................................................... 8 市場營銷環(huán)境分析 ................................................................................................. 5 宏觀環(huán)境分析 ..................................................................................................... 5 人口環(huán)境 ......................................................................................................... 5 自然環(huán)境 ......................................................................................................... 5 經(jīng)濟(jì)環(huán)境 ......................................................................................................... 5 技術(shù)環(huán)境 ......................................................................................................... 5 政治環(huán)境 ......................................................................................................... 6 法律環(huán)境 ......................................................................................................... 6 文化環(huán)境 ......................................................................................................... 6 微觀環(huán)境分析 ..................................................................................................... 6 供應(yīng)商 ............................................................................................................. 6 中間商 ............................................................................................................. 6 公眾 ................................................................................................................. 7 企業(yè)的內(nèi)部力量 ............................................................................................. 7 顧客 ................................................................................................................. 7 競爭者 ............................................................................................................. 7 經(jīng)營環(huán)境分析（ SWOT） ........................................................................................ 7 S（優(yōu)勢） ........................................................................................................ 7 W（劣勢） ........................................................................................................ 8 O（機(jī)會(huì)） ........................................................................................................ 8 T（威脅） ........................................................................................................ 8 行業(yè)環(huán)境分析 ......................................................................................................... 8 娃哈哈 AD 鈣奶替代品分析 ............................................................................... 8 潛在競爭者分析 ................................................................................................. 9 娃哈哈鋅 AD 鈣奶營銷策劃方案 2 / 31 消費(fèi)者的價(jià)格分析 ..........................................................................................10 發(fā)展趨勢 ................................................................................................................10 關(guān)于娃哈哈 AD 鈣奶的發(fā)展的建議 ......................................................................11 戰(zhàn)略目標(biāo)設(shè)定 .........................................................................................................11 營銷戰(zhàn)略策劃 .........................................................................................................12 娃哈哈鋅 AD 鈣奶在榮昌縣戰(zhàn)略環(huán)境分析 ..........................................................12 娃哈哈鋅 AD 鈣奶的市場細(xì)分問題 ......................................................................12 根據(jù)地 理變量細(xì)分市場 ....................................................................................13 根據(jù)人口變量細(xì)分市場 ....................................................................................13 根據(jù)心理變量細(xì)分市場 ....................................................................................13 根據(jù)行為變量細(xì)分市場 ....................................................................................13 娃哈哈鋅 AD 鈣奶的目標(biāo)市場選擇 ......................................................................14 農(nóng)村少年市場選取 ............................................................................................14 城市少年市場選取 ............................................................................................14 城市青年市場選取 ............................................................................................15 娃哈哈鋅 AD 鈣奶的市場定位 ..............................................................................15 娃哈哈鋅 AD 鈣奶的重新定位戰(zhàn)略 ..................................................................15 娃哈哈鋅 AD 鈣奶情感定位戰(zhàn)略 ......................................................................15 娃哈哈鋅 AD 鈣奶的市場地位戰(zhàn)略 ..................................................................15 營銷戰(zhàn)術(shù)策劃 .........................................................................................................16 娃哈哈鋅 AD 鈣奶的 產(chǎn)品策略 ..............................................................................16 娃哈哈鋅 AD 鈣奶的價(jià)格策略 ..............................................................................16 娃哈哈鋅 AD 鈣奶的渠道策略 ..............................................................................17 娃哈哈鋅 AD 鈣奶的促銷策略 ..............................................................................17 廣告促銷 ............................................................................................................17 銷售促進(jìn) ......