后谷咖啡2012年度广告策划方案.docVIP

后谷咖啡2012年广告策划方案 策划小组成员： 马田 龙翔 李静 目录 前言········································P2 内容提要····································P3 市场环境分析································P3（一）市场概况·································P3（二）SWOT分析·······························P5（三）消费者消费特点分析·······················P6（四）竞争对手分析·····························P7 （五）市场细分·································P7 广告策略提案································P8（一）广告目标·································P9（二）创意分析·································P9（三）策略核心·································P9（四）广告活动策略·····························P10 媒介投放提案·····