雕牌洗衣粉广告策划

《雕牌洗衣粉广告策划》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。

1、雕牌洗衣粉炫彩系列广告策划策划人员：马雪迎赵宁指导教师：张廷芹27目录前言第一部分：市场调查················································3一、营销环境分析··················································51、中国近五年来经济状况分析······································52、我国近五年来洗涤行业的发展···································

2、·····53、中国洗衣粉业当前市场状况··········································74.洗衣粉中国市场品牌发展历程········································8二、雕牌洗衣粉市场营销战略析········································111.市场分析·························································112.市场定位···········

3、··············································113.品牌策略························································114.价格策略························································125.广告策略·························································126.消费者市场研究·······

4、············································1327三、竞争对手分析·············································131．竞争对手简介·············································132.竞争对手品牌手段分析·············································143．竞争对手广告分析······························

5、················15第二部分：广告策略················································17一、广告目标······················································17二、目标市场策略··················································17三、广告诉求策略··················································

6、·18四、产品表现策略··················································18五、广告传播媒体··················································20六、广告表现形式··················································20七、广告媒介策略···················································20八、公共营销策略·····

7、·············································20第三部分、广告计划················································24一、广告目标27·······················································24二、广告时间······················································24三、目标区域··················

8、····································24四、广告诉求对象及重点············································24五、广告媒介选择与发布计划········································25六、广告费用预算（略）········································