宝达广告策划案.docVIP

 目录 内容提要·······································2 1.1 前言····················································2 1.2 网络导图················································3 第二章 市场环境分析···································4 2.1 宏观背景分析············································4 2.2 宝达自身分析············································4 2.3 竞争对手分析············································8 2.4 购买者分析·············································10 2.5 三大定位···············································12 第三章 营销提案·····································15 3.1 营销策略···············································15 3.2 营销市场选定···········································15 3.3 市场评估···············································15 3.4 营销目标···············································16 3.5 品牌包装···············································16 第四章 广告创意提案·································18 4.1网络软文示例············································18 4.2开展网络游戏············································18 4.3网络广告脚本············································19 4.4 视频广告脚本···········································20 4.5 活动···················································20 第五章 媒体计划·····································22 5.1 媒体总策划·············································22 5.2 媒体选择···············································22 第六章 预算与效果评估······························25 6.1 广告预算···············································25 6.2 效益评估···············································25 附录：调查报告及宝达鞋业经理采访问卷 内容提要 一、前言 时尚是现今大学生的追求主导，宝达就是秉承这个观念，意在将时尚文化在大学生群体中推行，建立一种新的“牛仔伴侣”观念。宝达作为一个新的企业拥有着巨大的发展潜力与空间，但作为新兴的企业也存在不容忽视的问题，知晓度与美誉度便是一大问题，在这样的情形下，形成自己的特色及独有的差异竞争力，打入市场，深入消费者心中。 围绕“潮”的定位，我们通过访问法、问卷调查法、抽样法等来分析宝达品牌存在的问题。通过分析我们得出以下几个问题：定位模糊、消费者的知晓度不高、特色不鲜明、款式单一、时尚度不够等。 我们的营销主题是“戏剧梨园”，以消费者为导向，针对大学生等年轻群体，推出网络互动、广告宣传、公关活动，将时尚潮流依托于戏剧传统文化的营销主张，使时尚文化变得具有文化内涵，推崇中国传统文化。以戏剧和潮为旨，巩固大学生客流，寻求利益结合点，将宝达的商业理念与时尚融合，获得大学生的认同和支持。 在创意策略上，以“戏玩宝达，硫金年华”的创意表现出我们的主题，充分体现出宝达的时尚度与文化度。 在媒介运用方面，结合大学生接触媒体的方式，我们以网络