卫生巾广告策划书

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1、七度空间蘑菇贴策划书目录前言市场分析营销环境分析························································消费者分析··························································产品分析····························································企业和竞争对手分析··················································企业和竞争对手广告分析·····················

2、·························广告策略广告的目标市场策略··················································产品定位策略························································广告诉求策略························································广告表现策略························································广告媒体策略··················

3、······································广告实施计划广告目标····························································广告表现····························································广告媒体计划························································广告费用预算························································12

4、广告的效果评测和监控监控的目标··························································监控的方法··························································监控的实施计划······················································前言12市场分析营销环境分析微观环境营销环境分析1.企业背景:恒安集团创立于1985年，是最早进入中国卫生巾市场的企业之一，是目前国内最大的妇女卫生巾和婴儿纸尿裤生产企业，销售和分销网络覆盖全国。2.企

5、业科研开发创新能力：在核心原材料仍依赖进口的行业现状下，恒安重视科技创新，不断加强产品的研究与开发，与国内外研究机构和专业院校合作，以技术和新工艺提高产品的市场竞争力。3．七度空间发展前景：恒安集团是国内外知名企业，拥有雄厚实力和品牌忠诚度，为七度空间开拓更多的市场。七度空间在目前市场上占据着一定的优势地位，但是近年来优势地位不断地受到以苏菲、护舒宝为首的竞争对手的挑战，七度空间产品线相对较为简单，尤其是夜用产品市场表现较为薄弱。宏观市场营销环境分析121.发展空间：由于经济的发展和人民生活水平的提高，消费者消费档次随之提高，卫生巾市场在今后几十年内仍处于成长期，中高档卫生巾市场潜力巨大，

6、农村市场发展空间大。2.行情分析：从整个行业看，国家提高行业管理力度，质量管理加强，卫生巾品牌化成为趋势，且其市场规模大，发展前景好，但优胜劣汰的现象更明显。国内卫生巾品牌虽生产厂家众多，但大小不一且散杂，竞争力较弱，外资品牌占据高端市场。3.竞争环境：由于价格定位和使用情况的差别，国内和国际品牌被分为成两大阵营。在一些消费能力较为强的城市里，例如北京、上海、深圳等地，国际品牌和国内品牌的销售量几乎相对持平。但在一些小城市和农村地区，国内品牌的卫生巾占绝大部分市场。 消费者分析目标人群，以学生消费者为主，年龄段比较低1、青春活力、可爱、爱幻想、比较以自我为中心，喜欢自由、不愿意被约束，不愿

7、意承受太大的压力，年轻就是资本2、容易受周围人、广告的影响，比较喜欢流行、时尚、可爱的东西3、忠诚消费者在自我认同、社会认同、个性化和童真、小资倾向上的得分均高于普通消费者。这些消费者看重自己的感受和需求，但也希望在社会评价中得到他人的认可；童真倾向高，喜欢青春、活泼、可爱的东西，好幻想。4、消费者偏向抵御低年龄段的高中生群体，家庭收入中等5、七度空间卫生巾的消费者具体较强的个性化需求，渴望有自己的特点和风格，同时夹杂着