饮料市场营销策划书精编.docx

饮料市场营销策划书

第一篇：饮料市场营销策划书市场营销策划书...............................................................................................................................2一、饮料市场状况...........................................................................................................................2（一）我国饮料行业主要存在以下主要特征...............................................................................21果蔬饮料业的利润赶超碳酸饮料业....................................................................................2（二）我国饮料产品市场状况.......................................................................................................31市场饮料产品品牌................................................................................................................32饮料行业的发展趋势.........................................................................................................3二、我国果汁饮料市场的现状.......................................................................................................4（一）市场规模.............................................................................................................................4（二）市场特征...............................................................................................................................4（三）市场竞争状况.......................................................................................................................4存在三股竞争力量...............................................................................................................42两个种类的博弈...................................................................................................................43竞争虽然激烈，机会仍然很多...........................................................................................44主要品牌竞争手段...............................................................................................................5（四）分销渠道现状.......................................................................................................................5（五）果汁饮料市场需求特征与消费者分析.....................