广告活动策划案（Advertising campaign planning case）.doc

广告活动策划案（Advertising campaign planning case） 1. cover 2. directory The general directory on the cover, it is actually a brief outline plan. Read the directory, a full understanding of the planning book will, and can easily grasp planning clues. 3. introduction A brief description of the reasons of the establishment and significance of this planning book, or point out the enterprises situation or problems, hope to solve what problem by planning. 4. market analysis Market analysis mainly includes three aspects: (1) market background: market conditions related to the planning of products, such as the change of national policy, to an industry development trend of the market, peoples consumption concept and consumption level etc.; (2) products: product market share, the comparative analysis of similar products; (3): a comparison between competition with major competitors in the market situation, can be divided into domestic and international markets. 5. analysis of enterprise The general situation of the enterprise and the advantages and disadvantages of the enterprise social image, the goal of enterprise etc.. The target of the enterprise can be divided into two kinds of short-term and long-term, short-term goals can be a year for the degree, the long-term target of three to five years. 6. product analysis And the adverse factors specific analysis of the advantages of the product, the main: (1) the product personality connotation: from products of raw materials, production, variety, performance, use, life cycle, packaging, service and other factors, find unique products in the current market; (2) products of spiritual significance: from product character, extension, mining, which may bring the attunement to the spirit of the consumer The meet; (3) products: comparison with domestic and imported products compared. 7. sales Analyze the sales status analysis has the following contents: (1) sales channel analysis: Sales of similar products of the area, and the number of chan