华为手机-广告策划方案.doc

-_ 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