正新鸡排促销策划方案.pdfVIP

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

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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·································19

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