毕业设计--平安保险集团湖南分公司公关推广策划案.doc

信息传播与策划专业2013届毕业设计 平安保险集团湖南分公司公关推广策划案 专业 信息传播与策划 班级 传播1031、1032、1033班 学生姓名 王协怡 刘艺 周利威 周德丽 钟红梅 指导教师 黄 辉 老 师 长沙民政职业技术学院文化传播学院 二○一三年一月 总 目 录 第一部分：毕业设计内容摘要··········································3 第二部分：选题报告··················································5 第三部分：毕业设计作品··············································15 1、背景分析·······················································15 1）环境分析 ·················································15 2）实习单位基本情况 ···········································17 3）项目策划的原因 ············································18 4）SWOT分析 ··················································19 5）可行性分析 ··················································20 2、项目活动策划 ··················································20 1）活动创意点··················································13 2）活动整体战略···············································20 3）项目活动设计·················································21 4）执行地域 ··················································21 5）公关目标···················································22 6）目标公众分析················································22 7）目标媒介·····················································22 8）传播策略·····················································23 3、项目具体执行方案···············································24 1）活动体系 ·················································24 2）具体活动实施 ··············································24 3）项目进度表 ················································29 4）费用预算 ·················································29 4、 项目评估······················································30 1）效果综述 ·················································30 2）媒体传播效果评估 ···········································30 3）现场活动效果评估 ···········································30 4）受众反应预估 ··············································31 第四部分 参考文献··················································31 内容提要 中国平安保险集团一直