正新鸡排促销策划实施计划方案.docVIP

. . . . 参考 正新鸡排广告推广策划方案 市场营销策划案 正新鸡排广告推广策划方案 院（系） 经济管理与法学学院 班 级 12 市场营销四班 小组成员 江惠惠 吕宋婷 张楚伊 学 号 12015151 1 页 正新鸡排广告推广策划方案 目 录 前言 1 企业背景 ····················································4 2 广告推广目标 ·················································4 2.1 广告推广目的 ············································4 2.2 广告推广对象 ············································4 3 市场调查分析 ················································5 3.1 市场分析 ··············································5 3.1.1 正新鸡排市场环境分析 ································5 3.1.2 正新鸡排市场前景 ······································6 3.1.3 营销环境分析与总结 ···································7 3.2 消费者分析 ···············································9 3.2.1 现有的消费时尚 ·······································9 3.2.2 现有的消费者分析 ······································9 3.2.3 消费者具体观点分析 ·····································10 3.3 产品分析 ·············································12 3.3.1 内部分析 ··········································12 3.3.2 外部分析 ··········································12 3.4 竞争者分析 ··············································12 3.4.1 潜在竞争者 ········································12 3.4.2 产业竞争者 ········································12 4 广告方案策划 ···············································13 4.1 广告目标 ·············································13 4.2 广告区域 ·············································13 4.3 广告主题 ·············································14 4.4 广告形式 ·············································14 5 广告计划实施 ···············································14 5.1 内部方案 ·············································14 5.2 外部方案 ·············································14 6 广告预测效果 ···············································15 7 广告预算 ····················································15 8 结束语 ·······················································17 9 附录 1 ·······················································17 附录 2 ··