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法国拉菲策划书
班级:13?专市场营销（3）班
评阅教师： （签名）
2015?年?10?月 日
第?0?页?共?页
1法国拉菲红酒策划书
1
前
言·································
··················1
1.1?产品介
绍································
·······2
1.1. 产品介
绍······························
··················2
1.2. 产品特
色······························
··················2
1.3. 产品市场前
景······························
·············3
2.?市场分
析······························
···············4
第?1?页?共?页
2法国拉菲红酒策划书
2
2.1. 营销环境分
析······························
·············4
2.2.?消费者分
析······························
··················5
2.3.?消费者行为分
析······························
··············6
2.4.?竞争形态分
析······························
·················7
2.5. 产品分
析······························
··················8
2.6. 企业和竞争对手的竞争状况分
析·····················9
2.7. 企业和竞争对手的广告分
析··························11
第?2?页?共?页
3法国拉菲红酒策划书
3
3.?营销现
状······························
·················12
3.1.?国内营销现
状······························
·············14
3.2.?营销模式分
析······························
·············15
3.3.?渠道开发案例环境分
析······························
···15
3.4.?SWOT?分
析······························
··················15
3.4.1.?品牌在市场上的优
势······························
·····15
第?3?页?共?页
4法国拉菲红酒策划书
4
3.4.2.?品牌在市场上的劣
势······························
·····15
3.4.3.?品牌在市场上的机
会······························
·····15
3.4.4.?品牌在市场上的威
胁······························
·····15
4.?优化广告方
案······························1
6
4.1.?目标市场策
略······························
·············16
4.2. 广告定位策
略······························
···········16
第?4?页?共?页
5法国拉菲红酒策划书
5
4.3.?广告目标策
略······························
·············16
4.4. 广告表现策
略······························
············17
4.4.1. 广告诉求策略（广告的诉求对象和重点）
··········17
4.4.2. 广告主题策略（依据和表述）
·······················17
4.4.3. 广告创意策
略······························
·········18
4.4.3.1.?广告创意的核心内容（广告文案）
···················18
4.4.3.2.?广告创意的说
明·········
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