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华为手机广告策划剖析
PAGE \* MERGEFORMAT 24
华为智能手机广告策划书
指导老师:xxx
策划组长:xxx
组员:xxx
目 录
引言·····················································3
一、市场分析·············································3
营销环境分析·······································3
竞争状况分析·······································4
消费者分析·········································4
产品分析···········································4
企业和竞争对手分析································??6
分析总结···········································7
二、广告策略·············································8
(一)广告目标策略·······································8
(二)广告定位策略·······································8
(三)广告诉求策略·······································9
三、广告创意············································11
(一)广告表现策略······································11
(二)广告创意表现······································12
四、广告媒介策划········································13
(一)媒介背景分析······································13
(二)目标消费者媒介分析································14
(三)媒介策略··········································14
五、广告预算分配及效果评估······························15
(一)广告制作预算······································16
(二)媒体投放预算······································16
(三)广告效果评估······································16
六、附录················································16
引言
手机最早是美国科技巨头摩托罗拉公司发明的。移动电话,通常称为手机,早期又有大哥大的俗称,是可以在较广范围内使用的便携式电话终端。目前,已发展至4G时代。当前,中国手机市场出货量持续增长,市场在不断的扩大。全球市场研究机构TrendFroce发布了2016年第一季度全球智能手机统计报告。报告显示,2016年第一季度,全球智能手机出货约2.92亿部,环比下降18.6%,同比则下降1.3%。其中三星排名第一,第一季度出货量达到8100万部,市场份额达到27.8%,苹果出货量为4200万部,市场份额为14.4%。华为的出货量为2700万部,市场份额为9.30%,华为手机要想在市场上继续扩大份额,需制定合理的广告策略。
市场分析
营销环境分析
1.宏观环境分析
(1)政治环境分析
随着我国社会主义市场经济制度的不断完善,华为手机的市场环境也在不断得到改善。各种对企业营销影响较大的法律法规的出台和修正,将会对手机销售提供更多的保证,促进华为手机在市场上的占有率。
(2)经济环境分析
随着社会主义市场经济的不断发展与完善,国内经济不断飞速发展。国民的经济收入不断提高,极大的物质丰富给智能手机的迅速发展提供了可能。作为国产智能机,华为当然也是受益者之一。中国经济步入转型期,互联网终端产品的开发与发展成为中国经济一颗明星。
(3)
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