黔五福有点意思蔬菜猪肉干

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1、黔五福蔬菜猪肉干策划案设计黔五福有点意思蔬菜猪肉干广告策划书策划单位：尚上策文化传播公司策划人员：廖玉菡（业务主管）段清洋（策划部长）侯晓妍（市场调查部长）肖世伟（公关部长）李勇（美术设计部长）吴克祥（文案撰写部长）32黔五福蔬菜猪肉干策划案设计目录　一、前言·····························4二、市场分析····························4（一）产品分析····························4（二）市场分析····························5（三）企业经营状况分析·················

2、········5（四）消费者分析·························6（五）企业竞争状况分析····························11（六）企业产品SWOT分析·························11三、广告策略····························13（一）非媒介策略····························1332黔五福蔬菜猪肉干策划案设计1．产品改进策略····························132．价格策略····························133．产品定位策略

3、····························144．促销策略····························145．渠道策略····························146．公关策略····························15（二）媒介策略····························161.广告目标····························162.市场细分····························163.产品定位策略····························174.广告诉求策略··

4、··························1732黔五福蔬菜猪肉干策划案设计5.广告表现策略····························17四、广告媒介发布计划····························18（一）媒介整体战略思想·························18（二）媒介投放具体档期安排·························191．电视媒介·························192.广播媒介····························193.户外公交媒介···················

5、·········204.户外站牌媒介·························215.校园桌贴媒介·························21五、广告费用预算·························22六、广告效果预测及评估·························2232黔五福蔬菜猪肉干策划案设计七、附件····························23（一）黔五福有点意思蔬菜猪肉干调查问卷·············23（二）媒介实施计划相关文案、脚本······················24（三）电视广告效果评估反馈问卷调查表

6、··················26（四）小组成员分工及心得体会·······················27一、☞前言贵州五福坊食品有限公司成立于2001年5月18日，是在原国有企业贵州肉联厂的基础上改制后组建起来的民营企业，主营猪肉系列食品。黔五福有点意思蔬菜猪肉干是公司上市两三年的一个休闲系列产品：品质优良，口味俱佳，深得人们喜爱。唯一不足的便是知晓黔五福有点意思蔬菜猪肉干的人群始终是少数，未能达到宣传蔬菜猪肉干，促进公司销售额的目的。再加上原来定位的狭窄性和销售渠道的相对狭小，黔五福有点意思蔬菜猪肉干始终未能发挥真正的潜力。这次策划的目标就是要扩大宣传，整合销售网络，

7、扩大市场占有率。32黔五福蔬菜猪肉干策划案设计我们将通过设计一系列与黔五福有点意思蔬菜猪肉干有关的问卷去调查来获得相关数据，进而分析黔五福有点意思蔬菜猪肉干在现阶段的市场情况，得出黔五福有点意思蔬菜猪肉干的市场前景和发展机会。并据此制定出行之有效的广告战略。我们广告策划书主要包括：市场分析、品牌定位策略分析、广告策略、广告媒介发布计划、公关营销策略、广告预算等主要内容。二、☞市场分析（一）．产品分析1.就产品本身的卫生安全而言，黔五福有点意思蔬菜猪肉干的猪