【正文】 一、市場分析 ..................................................................................................................... 1 （一）企業(yè)的目標(biāo)和任務(wù) ........................................................................................... 1 企業(yè)文化 ................................................................................................................. 1 企業(yè)目標(biāo) ................................................................................................................. 1 （二）市場現(xiàn)狀和策略 ............................................................................................... 1 中國奶茶市場現(xiàn)狀 .................................................................................................. 1 中國奶茶市場的發(fā)展特點(diǎn) ....................................................................................... 3 （ 1）競爭過于集中，產(chǎn)品差異化有限 ....................................................................... 3 （ 2）廣告密集，營銷手段單一 .................................................................................. 3 （ 3）目前各大企業(yè)公司都致力于以下任務(wù) ............................................................... 4 消費(fèi)者群體分析 ...................................................................................................... 4 （ 1）消費(fèi)者需求 ........................................................................................................ 4 （ 2）購買人群 ........................................................................................................... 4 （ 3）購買地點(diǎn) ........................................................................................................... 6 （ 4）購買決策 ........................................................................................................... 6 （ 5）購買周期 ........................................................................................................... 7 （ 6）價格分析 ........................................................................................................... 7 （ 7）競爭狀況分析 ........................................................................................................ 8 （三）娃哈哈奶茶產(chǎn)品的市場競爭優(yōu)勢 ..................................................................... 8 競爭對手產(chǎn)品的類型及特色 ..................................................................................... 8 ...................................................................... 9 （四） 娃哈哈產(chǎn)品適應(yīng)環(huán)境需要發(fā)展需要，具有廣闊的發(fā)展前景前景 ................... 9 適應(yīng)經(jīng)濟(jì)環(huán)境 ........................................................................................................... 9 適應(yīng)法律法規(guī)環(huán)境 ...................................................................................................10 適應(yīng)市場競爭環(huán)境 ...................................................................................................10 （五）娃哈哈奶茶產(chǎn)品的 SWOT 分析 ........................................................................10 優(yōu)勢（ S） ................................................................................................................10 劣勢 (W) ..................................................................................................................10 機(jī)遇 (O).........................................................................................................