【正文】 .. 3 （ 1）競(jìng)爭(zhēng)過于集中，產(chǎn)品差異化有限 ....................................................................... 3 （ 2）廣告密集，營(yíng)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(gòu)買人群 ........................................................................................................... 4 （ 3）購(gòu)買地點(diǎn) ........................................................................................................... 6 （ 4）購(gòu)買決策 ........................................................................................................... 6 （ 5）購(gòu)買周期 ........................................................................................................... 7 （ 6）價(jià)格分析 ........................................................................................................... 7 （ 7）競(jìng)爭(zhēng)狀況分析 ........................................................................................................ 8 （三）娃哈哈奶茶產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì) ..................................................................... 8 競(jìng)爭(zhēng)對(duì)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(chǎng)競(jìng)爭(zhēng)環(huán)境 ...................................................................................................10 （五）娃哈哈奶茶產(chǎn)品的 SWOT 分析 ........................................................................10 優(yōu)勢(shì)（ S） ................................................................................................................10 劣勢(shì) (W) ..................................................................................................................10 機(jī)遇 (O)...................................................................................................................11 威脅 (T) ...................................................................................................................11 二、營(yíng)銷策略 ....................................................................................................................11 （一） 營(yíng)銷目標(biāo) /預(yù)期效果 .......................................................................................11 （二） 市場(chǎng)定位 .......................................................................................................11 （三） 營(yíng)銷組合描述 (4C 理論 ) .................................................................................12 營(yíng)銷策略 —— 地域性營(yíng)銷 ........................................................................................12 營(yíng)銷策略二（ 品牌宣傳） —— 小二維碼大未來 .......................................................13 三、 行動(dòng)策劃方案 ............