银鹭花生牛奶的广告策划书

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1、班级：11文化产业管理学号：111307139姓名：朱莉指导教师：张平银鹭花生牛奶广告策划案15策划书目录一、市场分析·······································3（一）企业经营情况分析········································3（二）银鹭花生牛奶的现状······································3（三）消费者特点分析··········································3二、行业竞争状况分析···················

2、············4（一）来自替代产品的威胁······································4（二）同行业的竞争状况········································4三、产品分析·······································515（一）产品背景················································5（二）机会点··················································5一、营销战略·

3、······································6（一）营销目标················································6（二）市场定位················································7二、产品战略·······································7（一）产品策略················································7（二）价格策略························

4、························8（三）渠道策略················································815一、媒介策略·······································8（一）媒体选择················································8（二）媒体策略和媒体计划······································9二、广告策略·······································9（一

5、）SWOT分析··············································9（二）广告目的················································10（三）广告策划主题············································11（四）广告创意设计············································11银鹭花生牛奶广告策划书一、市场分析1、企业经营情况分析15荣膺农业产业化国家重点龙头企业，全国行业十强，拥有世界“粥王”——八

6、宝粥，创新开发的动植物双蛋白饮料花生牛奶，核桃牛奶等主导产品。银鹭集团拥有国家级的科研力量，以高效、节能、环保为发展方向。以欧洲制造模式为赶超标杆，以“绿色工业，福动世界”为理想，努力推动中国工业事业的发展，持续多年的努力，让银鹭拥有了中国驰名商标，中国名牌产品，国家免检产品等多项荣誉。公司注重科技创新，技术装备先进，拥有当今国内外同行业领先水平的现代化生产线30余条，具有较强的专业化，规模化，集约化生产能力，年生产各类食品饮料80多万吨，产销量居全国同行业前列。2、银鹭花生牛奶的现状银鹭花生牛奶是中国名牌产品，产销量居全国同行业前列。纵观竞争日益激烈的市场，银

7、鹭花生牛奶这样发展的屈指可数，与“台福”、“泰山”不同，银鹭花生牛奶不以消费人群、价格为区分，以打造“大众消费”为己任，让每个消费者都有机会品尝。银鹭花生牛奶的成功是迎合消费者的结果，消费者可以是中老年人，青年人，也可以是小孩，价格也很实惠，市场注入了新的活力。3、消费者特点分析找准消费者需求是市场成功的关键。银鹭花生牛奶面向普通大众，涵盖老中青少各年龄段。儿童：不是直接的购买者，但是对购买者的决策产生巨大影响。儿童的天性好奇，好玩，如果抢先在儿童群体中树立起品牌符号或是宣传口号的认知，将对产品的推广起到积极的效果（如麦当劳，哇哈哈等）15青年：具有一定的消费观

8、念，崇尚时尚，潮流，健康