清凉一夏饮品店营销策划书.docx

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1、营销案例分析论文题目：河师大商业街“敬茶”饮品店的策划书目录······························································2一、前言···························································3二、关键词·························································3三、宏观环境分析·····················································3四、微观环境

2、分析····················································4五、产品分析六、市场分析························································4⑴目标市场分析······················································4⑵市场需求分析······················································4⑶竞争状况分析·································

3、·····················5七、STP分析························································5⑴市场细分（segmentation）·············································5⑵目标市场（targeting）················································5⑶市场定位（positioning）··············································6八、SWOT分

4、析························································6⑴优势（S）·························································6⑵劣势（W）·························································6⑶机会（O）·························································6⑷威胁（T）································

5、·························7九、4Ps分析·······················································7⑴产品（Product）···················································7⑵价格(Price)····················································7⑶分销（Place）·····················································8⑷促销(Prom

6、otion)·················································8十、成本预算分析···················································9十一、风险及应对策略分析············································9十二、总结························································9一、前言据科学测定，茶叶含有蛋白质、脂肪、10多种维生素，还有茶多酚、咖啡碱、和脂多糖等近300种成分，具

7、有调节生理功能，发挥多方面的保健和药理作用。果汁能增强免疫力、减少生病、延缓衰老。实践证明，长期服用果汁，消化系统、膀胱和呼吸道患癌症的危险降低一半，同时还能有效防止动脉粥样硬化和冠状肌能不全的发展。由于茶具有防止人体内固醇升高，有防治心肌梗塞的作用，茶多酚还能清除机体过量的自由基，抑制和杀来病原菌。此外，茶还有提神、消除疲劳、抗菌等作用。还可以净化水质，减少放射性物质对人体的伤害，因此，在当前自然环境污染严重的情况下，特别是在城市居住的人们，更应经常喝点茶。而且各种果汁不仅让我们大饱口福，还为身体提供健康不可缺少的天然化合物：果糖、酶、