成都休闲食品棒棒娃系列有限公司广告.docx

成都休闲食品棒棒娃系列有限公司广告 策 划 书 策划小组：电商153-5班广告策划小组 成员：周洁、李梦璐、李佳、漆凡、袁婷、雷鸣 开稿时间：2016年4月10号 定稿时间：2016年6月1号 目录 第一部分：市场分析 一、营销环境分析······························································3 1．企业市场营销环境中宏观的制约因素··········································4 2．市场营销环境中的微观制约因素··············································4 3．市场概况··································································4 4．营销环境分析总结··························································7 二、消费者分析································································8 1．消费者的总体消费态势·······················································8 2．现有消费者分析·····························································8 3．潜在消费者·································································9 4．消费者分析的总结··························································10 三、产品分析·································································11 1．产品特征分析··························································11 2．产品生命周期分析··························································13 3．产品的品牌形象分析························································13 4.产品定位分析·······························································14 5．产品分析的总结····························································14 四、企业和竞争对手的竞争状况分析·············································14 1．企业在竞争中的地位························································14 2．企业的竞争对手····························································15 3．企业与竞争对手的比较······················································15 五、企业与竞争对手的广告分析·················································15 1．企业和竞争对手以往的广告活动的概况········································15 2．企业和竞争对手以往广告的目标市场策略······································16 3．企业和竞争对手的产品定位策略··············································16 4．企业和竞争对手以往的广告诉求策略··········································16 第二部分：广告策略···························································17 六、广告的目标·······························································17 1．企业提出的目标····