正新鸡排促销策划实施方案.docx

.. . .. . z z 正新鸡排广告推广策划案 市场营销策划案 正新鸡排广告推广策划案 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 宋婷 楚伊 学 号第 1 页 .. .正新鸡排广告推广策划案 .. . 正新鸡排广告推广策划案 目 录 前言 企业背 1 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 ······························1·0 ······ 3.3 产品分析 1·2 ······ 3.3.1 部分析·····································12····· 3.3.2 外部分析·····································12····· 3.4 竞争者分析 ·····································1·2········ 3.4.1 潜在竞争者····································12···· 3.4.2 产业竞争者····································12···· 4 广告案策划 ·········································13······ 广告目标 1·3 4.2 广告区域 ······································1·3 4.3 广告主题 ······································1·4 4.4 广告形式 ······································1·4 ······ ······ ······ ······ 5 广告计划实施 ·········································14······ 5.1 部案 1·4 5.2 外部案 ······································1·4 ······ ······ 6 广告预测效果 ·········································15······ 7广告预算 1·5 ······· 8 结束语 ······················································· 17 9 附 录 1 ······················································· 17 附 录 2 ······················································· 19 第 2 页 前 言 现在人们会利用假日进行旅游、 聚会、社交等各种休闲活动， 这时小吃往往是人们必会选择的美食之一。 如果经营者能充分利用假日的休闲消费策划一个好的广 告推广主题，必然会给企业带来好的经济效益。就目前经营中的正新来看，主打品 之一的鸡排是以较为单一的美食派系为主题进行经营，经营优势并不明 显。而其中，值得关注的是，正新加盟店促销活动深受消费者青睐，经营管理优势 明显。因此，应把此容列为本次策划工作当中的竞争点。若在管理优势