1一.商业背景介绍目录一商业背景介绍•..............................................................2(一）企业背景介绍——梓香茶叶公司.......................................2(2)梓香茶叶品牌介绍...................................................3二市场状况分析•...............................................................4(1)...............................................................................市场分析41.宏观环境:.........................................................42.中观环境：........................................................43.微观环境:.........................................................44.SWOT分析.........................................................55.营销启示：........................................................6三.目标市场选择与定位........................................................8(一）茶楼市场细分.......................................................8(二）重点目标消费者.....................................................8(三）辅助消费者群.......................................................8(四）行销S标...........................................................9四营销组合策略•..............................................................10(1)产品策略...........................................................10(2)价格策略...........................................................14(3)渠道策略...........................................................18(四）促销策略...........................................................20(五）人员策略...........................................................23(6)有形展示策略.......................................................30(七）服务过程...........................................................32五营销活动与预算安排•........................................................36(1)行动计划...........................................................36(二）预算安排...........................................................37六、附录:................................................
