东莞红唇服饰广告策划书.docVIP

东莞红唇服饰广告策划书 目录 第一部分 红唇服饰市场分析 市场概况 （一）、中国服装品牌市场发展历程······································· 1 （二）、企业市场营销环境中的因素······································· 2 二、消费者分析 1、东莞红唇服饰消费者群体特征········································· 2 2、品牌女装消费者群体特征············································· 2 3、消费者分析总结····················································· 3 三、产品分析 1、产品特征分析 ······················································ 3 2、产品质量分析 ······················································ 3 3、产品价格分析 ······················································ 3 4、市场定位分析 ······················································ 3 5、销售分析··························································· 3 6、分析总结··························································· 3 第二部分 红唇服饰广告策略 广告目标 目标市场策略······················································ 4 （一）、对原来市场的分析与评析········································· 4 (二）、市场细分······················································· 4 （三）、企业的目标市场策略············································· 4 三、广告定位策略 1、定位对象··························································· 4 2、产品定位··························································· 4 四、广告表现策略 （一）、广告主题策略··················································· 5 （二）、广告创意策略··················································· 5 五、广告媒介策略······················································ 5 第三部分 广告发布实施计划 一、广告发布的目标···················································· 5 二、广告发布的媒介···················································· 5 三、广告发布的时间安排················································ 5 四、其他活动计划······················································ 5 五、广告费用预算······················································ 6 六、广告效果评估······················································ 6 前言 衣、食、住、行是人类生活的四大元素。人们把“衣”放在首位，可见衣服对于我们的重要性。中国人口十四亿，庞大的人口基数本身就组成了一个庞大的服装消费市场。同时随着中国国民收入的不断飞升，在2004年人均GDP超过了1000美元后，中国市场将进入精品消费时代，服装消费将不再仅仅为了满足其最基本的生存需求，将向更高的心理需求、自我满足需求跃进，特别是几千万人口跨入中产阶级后，其对反