文档介绍：-1-前言................................................................................................................................-4-一、市场分析................................................................................................................-5-1、营销环境分析..........................................................................................................-5-(1)企业市场营销环境中宏观的制约因素(PEST)............................................-5-(2)市场营销环境中的微观制约因素......................................................................-7-(3)市场概况..............................................................................................................-8-(4)营销环境分析总结(SWOT)........................................................................-11-2、消费者分析............................................................................................................-12-(1)现有消费者分析................................................................................................-12-(2)潜在消费者分析................................................................................................-13-3、产品分析................................................................................................................-14-(1)产品特征分析....................................................................................................-14-(2)产品生命周期分析............................................................................................-16-(3)产品的品牌形象分析........................................................................................-16-(4)产品定位分析....................................................................................................-17-(5)产品分析的总结................................................................................................-17-4、企业营销战略........................................................................................................-19-(1)竞争战略.................................................................................................................-19-(2)