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华为手机-广告策划方案.doc 20页

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-_ 华为智能手机广告策划书 华为智能手机广告策划书 指导老师:xxx 策划组长:xxx 组员:xxx 目 录 引言·····················································3 一、市场分析·············································3 营销环境分析·······································3 竞争状况分析·······································4 消费者分析·········································4 产品分析···········································4 企业和竞争对手分析·································6 分析总结···········································7 二、广告策略·············································8 (一)广告目标策略·······································8 (二)广告定位策略·······································8 (三)广告诉求策略·······································9 三、广告创意············································11 (一)广告表现策略······································11 (二)广告创意表现······································12 四、广告媒介策划········································13 (一)媒介背景分析······································13 (二)目标消费者媒介分析································14 (三)媒介策略··········································14 五、广告预算分配及效果评估······························15 (一)广告制作预算······································16 (二)媒体投放预算······································16 (三)广告效果评估······································16 六、附录················································16 引言 手机最早是美国科技巨头摩托罗拉公司发明的。移动电话,通常称为手机,早期又有大哥大的俗称,是可以在较广范围内使用的便携式电话终端。目前,已发展至4G时代。当前,中国手机市场出货量持续增长,市场在不断的扩大。全球市场研究机构TrendFroce发布了2016年第一季度全球智能手机统计报告。报告显示,2016年第一季度,全球智能手机出货约2.92亿部,环比下降18.6%,同比则下降1.3%。其中三星排名第一,第一季度出货量达到8100万部,市场份额达到27.8%,苹果出货量为4200万部,市场份额为14.4%。华为的出货量为2700万部,市场份额为9.30%,华为手机要想在市场上继续扩大份额,需制定合理的广告策略。 市场分析 营销环境分析 1.宏观环境分析 (1)政治环境分析 随着我国社会主义市场经济制度的不断完善,华为手机的市场环境也在不断得到改善。各种对企业营销影响较大的法律法规的出台和修正,将会对手机销售提供更多的保证,促进华为手机在市场上的占有率。 (2)经济环境分析 随着社会主义市场经济的不断发展与完善,国内经济不断飞速发展。国民的经济收入不断提高,极大的物质丰富给智能手机的迅速发展提供了可能。作为国产智能机,华为当然也是受益者之一。中国经济步入转型期,互联网终端产品的开发与发展成为中国经济一颗明星。 (3)人文环境分析 随着社会经济的

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