倩影羊胎素电视广告的媒体策略分析

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1、山东大学硕士学位论文ABSTRACTBeautyandcosmeticindustryhasalwaysbeenoneoftheindustrieswhichhasthemostfiercecompetition．Inordertowinthemarketshare，everycompanyalltriestoadvertiseonalargescaleonthemassmedia，especiallyonTV．QianyingPlacentaCapsule，asanewproductinthemarket，mustasvertiseitselfSOastowint

2、heidealmarketshare．Meanwhile，qianyingcompanydoesn’thaveenoughsourcestoadvertiseonalargescale，first，itdoesn’thavethemoneytoaffordthefeestoadvertisenationalwide，second，asanewproduct，PlacentaCapsuledoesn’thavethebasicaccessandchannaltothemarket．Underthissituation，itisthemostimportantthing

3、forqianyingcompanytomaketheadvertisementofqianyingoneofthecomponentofit’Scompetitionformarket，atthesametimetoprogresspacebypacewiththeconstructionofchannalandaccesstoformastableproportionasabaseforit’Smarketdevelopment．ThisarticlemainlystartsfromthefirstyearadvertisementofPlacentaCapsu

4、le，andcomesupwithaseriesofstrategiesforadvertisementdistribution．Thus，itwillassureqianyingofmoreaccesstothetargetconsumerswithinlimitedbudgetinthefirstyearofdistribution，SOastorealisetheproduct’Sbroadcastinganddevelopment．Thearticlemainlyfocusesonmarketresearch，CPM，receivingCPRPandthec

5、ostaccountbasedonmediadiscount．Onthebasisofmarketresearch，thecompanyfirstanalyzethediscriptionofit’Sconsumerstoqualifyit’Sconsumersbydetaileddata；second．itdoessomeresearchonit’Scompetitors’wayofadvertisingaswellashabits，todrawup5w2hofconsumersofqianyingPlacentaCapsuleandthedistribution

6、oftheadvertisementbasedonmediaresearch，andcomesupwiththethinking“tobuildbrandnamewhenthemarketisnotgood，togainmarketwhenthetimeisgood’’andtheprincipleofdistribution“supportpluscomplement”，andarrangesthedensityofthedistributionoftheadvertisementandit’Sallotoffees．。CCTVisthemainmediaofou

7、rcountry，whichisfamousforit’SlowCPMandmghreceivingrate．ThemonthlycostofqianyingPlacentaCapsuleisratherexpensive．butthemainreceivingaudienceofCCTV—-thecountrysidepeopleaccountedfor80％ofOurcountry,arenotthetargetconsumersofourproduct．，4山东大学硕士学位论文Accordingtotherequirementofmarketingstra