华海酒业营销策地划方案.docVIP

内蒙古财经大学期中测验 情侣餐饮策划书 学 院 公共管理学院 专 业 公共关系学 课 程 广告策划与策略 班 级 2010级 公共关系班 姓 名 索晓慧 学 号 802125120 任课教师 李景东 成 绩 目录 一 前言··························································1 二 营销环境分析··················································1 （1）市场状况················································1 （2）市场构成 ···············································1 （3）SWOT分析···············································1 三 消费者分析····················································2 （1）消费总体态势············································2 （2）消费人群················································2 （3）消费行为················································2 （4）目标人群················································2 四 产品分析·····················································2 五 竞争对手分析·················································3 六 广告投入·····················································3 （1）目标策略 ···············································3 （2）定位策略················································3 （3）媒体选择················································3 （4）诉求策略················································3 （5）广告创意 ···············································3 核心工作················································3 七 广告计划·····················································4 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 1 前言 内蒙古赤峰市敖汉旗华海酒业有限责任公司是有着几十年历史的企业。在多年的生产实践中，认真总结发掘探索，将传统工艺和现代科技有机融为一体，凝练成精湛独特的工艺技术。2003年企业通过了ISO9001国际质量管理体系认证，公司的质量管理水平得到了空前的升华和完善。整个体系以满足消费者的需求为核心，精心打造市场，该公司上下团结一致，以规范化、制度化、人性化的管理，强化员工的质量意识。所有品尝过华海酒的人，无不为她的醇香叹为观止，无不为她的回味无穷的魅力所迷恋。华海酒业的确是以质量赢市场，以质量促发展的典型。鉴于其优秀的品质，和广阔的市场前景。我们特别进行了大量的调查和研究。在充分的市场分析下制订了相应的广告策划方案。为华海占领呼市白酒市场奠定基础。 一 营销环境分析 （1）宏观市场状况 改革开放30年以来，敖汉旗经济发展迅速，人民消费水平不断提高。近年来，白酒市场一片形势大好。白酒的消费量呈不断上升的趋势。敖汉旗是生态建设的摇篮，绿色健康的原料为华海酒业的高品质产品提供了保障。华海通过完善法人治理结构，引进现代企业管理模式，近几年企业运行速度和质量有了明显提升，