雅阁书吧创业项目计划书项目成员：高玲宋雪刘晨元王媛慧目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc324410521"一、执行总结PAGEREF_Toc324410521\h1HYPERLINK\l"_Toc324410522"（一）项目介绍PAGEREF_Toc324410522\h1HYPERLINK\l"_Toc324410523"（二）市场分析PAGEREF_Toc324410523\h1HYPERLINK\l"_Toc324410524"二、现状及竞争分析PAGEREF_Toc324410524\h2HYPERLINK\l"_Toc324410525"（一）现状分析PAGEREF_Toc324410525\h2HYPERLINK\l"_Toc324410526"（二）主要竞争对手PAGEREF_Toc324410526\h2HYPERLINK\l"_Toc324410527"1.电子书PAGEREF_Toc324410527\h2HYPERLINK\l"_Toc324410528"2.学校周围的居民社区202的书店PAGEREF_Toc324410528\h3HYPERLINK\l"_Toc324410529"3.校内图书阅览室PAGEREF_Toc324410529\h3HYPERLINK\l"_Toc324410530"4.网上书店PAGEREF_Toc324410530\h3HYPERLINK\l"_Toc324410531"三、环境分析PAGEREF_Toc324410531\h4HYPERLINK\l"_Toc324410532"（一）外部环境PAGEREF_Toc324410532\h4HYPERLINK\l"_Toc324410533"1.经济PAGEREF_Toc324410533\h4HYPERLINK\l"_Toc324410534"2．竞争PAGEREF_Toc324410534\h5HYPERLINK\l"_Toc324410535"3．社会文化PAGEREF_Toc324410535\h5HYPERLINK\l"_Toc324410536"4．交通现状PAGEREF_Toc324410536\h6HYPERLINK\l"_Toc324410537"（二）SWOT分析PAGEREF_Toc324410537\h6HYPERLINK\l"_Toc324410538"1.优势：PAGEREF_Toc324410538\h6HYPERLINK\l"_Toc324410539"2.劣势：PAGEREF_Toc324410539\h6HYPERLINK\l"_Toc324410540"3.机会：PAGEREF_Toc324410540\h7HYPERLINK\l"_Toc324410541"4.威胁：PAGEREF_Toc324410541\h7HYPERLINK\l"_Toc324410542"四、营销策略PAGEREF_Toc324410542\h8HYPERLINK\l"_Toc324410543"（一）营销目标PAGEREF_Toc324410543\h8HYPERLINK\l"_Toc324410544"（二）我们的宗旨PAGEREF_Toc324410544\h8HYPERLINK\l"_Toc324410545"（三）目标市场描述PAGEREF_Toc324410545\h8HYPERLINK\l"_Toc324410546"（四）市场定位PAGEREF_Toc324410546\h8HYPERLINK\l"_Toc324410547"五、营销组合描述PAGEREF_Toc324410547\h8HYPERLINK\l"_Toc324410548"（一）产品策略PAGEREF_Toc324410548\h8HYPERLINK\l"_Toc324410549"（二）价格策略PAGEREF_Toc324410549\h9HYPERLINK\l"_Toc324410550"（三）渠道策略PAGEREF_Toc324410550\h9HYPERLIN