华为的手机广告策划.docx

华 为 智 能 手 机 广 告 策 划 书 指导老师： xxx 策划组长： xxx 组员： xxx 叮叮小文库 目 录 引言 ·····················································3 一、市场分析 ·············································3 （一）营销环境分析· ······································3 （二）竞争状况分析· ······································4 （三）消费者分析·········································4 （四）产品分析···········································4 （五）企业和竞争对手分析· ································6 （六）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 - 2 叮叮小文库 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。 一、市场分析 （一）营销环境分析 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 随着社会经济的发展，物质的极大丰富，人们的生活观念也悄然发生改变，不在仅仅停 留在实用，耐用的传统观念上，而是在实用与方便的基础上追求时尚。 随着互联网时代的到来，越