晨光无针订书机广告策划书

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1、晨光无针订书机广告策划书目录一、前言....................................................................4二、内容提要............................................................4三、市场分析............................................................6(一）营销环境分析..........................................................6（二）市场概况...

2、...............................................................6（三）营销环境分析总结..................................................7四、产品分析............................................................8（一）产品特征分析..........................................................8（二）产品的品牌形象分析..........................

3、....................8（三）产品的诉求点分析..................................................9（四）产品分析总结..........................................................9五、消费者分析........................................................9（一）消费者的总体消费趋势..........................................9（二）现有消费者分析..................

4、....................................10（三）潜在消费者分析......................................................10（四）新产品的定位策略..................................................10（五）提出品牌价值主张..................................................11（六）消费者分析总结......................................................11六、企

5、业和竞争对手分析........................................11（一）竞争对手分析........................................................11（二）与竞争对手的比较...............................................11（三）小结.......................................................................12一、市场和广告策略...................................

6、............12（一）市场的策略...........................................................12（二）广告的策略...........................................................13二、广告表现策略...................................................14（一）广告诉求策略.........................................................14（二）广告表现策略.........

7、................................................14三、广告媒介策略...................................................15四、广告预算...........................................................16五、总结........................