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ID:32069057
大小:2.90 MB
页数:65页
时间:2019-01-31
《倩影羊胎素电视广告的媒体策略分析》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
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
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