目录一、市场分析........................................................................................................1（一）宏观环境及行业分析.....................................................................................................1（二）消费者分析.....................................................................................................................1（三）竞争对手分析.................................................................................................................1二、新产品分析....................................................................................................1（一）产品特点.........................................................................................................................1（二）产品的核心利益.............................................................................................................2三、新品SWOT分析..............................................................................................2（一）优势.................................................................................................................................2（二）劣势.................................................................................................................................2（三）机会.................................................................................................................................2（四）威胁.................................................................................................................................2四、产品定位........................................................................................................2五、推广目标........................................................................................................2六、推广策略........................................................................................................2（一）广告主题、广告语、广告片段.....................................................................................2（二）公关活动宣传安排.................................................