法国拉菲红酒广告策划书.doc

法国拉菲策划书 学号 组员姓名 分工 组内评分 综合成绩 1 xx 组长、主策划 100 2 文案策划 100 3 PPT、优化 100 4 建议、完善 100 5 文案数据分析 100 班级:13专市场营销（3）班 评阅教师： （签名） 2015 年10 月 日 前言···················································1 1.1产品介绍·······································2 产品介绍················································2 产品特色················································2 产品市场前景···········································3 市场分析·············································4 营销环境分析···········································4 消费者分析················································5 消费者行为分析············································6 竞争形态分析···············································7 产品分析················································8 企业和竞争对手的竞争状况分析·····················9 企业和竞争对手的广告分析··························11 营销现状···············································12 国内营销现状···········································14 营销模式分析···········································15 渠道开发案例环境分析·································15 SWOT分析················································15 品牌在市场上的优势···································15 品牌在市场上的劣势···································15 品牌在市场上的机会···································15 品牌在市场上的威胁···································15 优化广告方案······························16 目标市场策略···········································16 广告定位策略·········································16 广告目标策略···········································16 广告表现策略··········································17 广告诉求策略（广告的诉求对象和重点）··········17 广告主题策略（依据和表述）·······················17 广告创意策略·······································18 广告创意的核心内容（广告文案）···················18 广告创意的说明········································18 广告媒介策略···········································18 对媒介策略的总体表述·····························18 媒介的选择与组合···································18 广告发布时与频率······································18  前言 法国