避风塘校园推广营销策划

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1、重庆理工大学营销策划课程设计题目：避风塘校园推广营销策划方案作者：洪磊伍超向云川沈群森专业：市场营销学院：应用技术学院中国·重庆2011年11月14目录1.前言.............................................................32.市场环境分析.....................................................32.1内部环境分析....................................................32.2外部环境分析....

2、................................................32.2.1宏观环境分析..................................................42.2.2微观环境分析..................................................42.3消费者分析......................................................42.3.1消费者的整体观念..............................

3、................42.3.2消费者对校园奶茶店的看法......................................53.STP分析..........................................................63.1市场细分........................................................63.2目标市场........................................................73.3市场定位.....

4、...................................................74.SWOT分析.........................................................74.1优势............................................................74.2劣势............................................................74.3机会........................

5、....................................84.4威胁............................................................85.营销组合分析......................................................85.1产品组合........................................................85.1.1传统奶茶的延伸.....................................

6、...........95.1.2提供奶茶的附属品..............................................95.1.3让消费转变成享受..............................................95.2定价策略........................................................95.2.1成本加成定价..................................................95.2.2声望定价............

7、.........................................105.3销售渠道.......................................................105.3.1提升服务品质就是优化渠道.....................................105.3.2增加零时销销售点扩大外送范围.................................105.4促销策略.......................................................

8、11附件...........................................