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时间:2019-07-12
《【7A文】华为手机广告策划》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、【MeiWei_81重点借鉴文档】华为智能手机广告策划书指导老师:RRR策划组长:RRR组员:RRR目录引言·····················································3一、市场分析·············································3(一)营销环境分析·······································3(二)竞争状况分析·······································4(三)消
2、费者分析·········································4【MeiWei_81重点借鉴文档】【MeiWei_81重点借鉴文档】(一)产品分析···········································4(二)企业和竞争对手分析·································6(三)分析总结···········································7二、广告策略····························
3、·················8(一)广告目标策略·······································8(二)广告定位策略·······································8(三)广告诉求策略·······································9三、广告创意············································11【MeiWei_81重点借鉴文档】【MeiWei_81重点借鉴文档】(一)广告表现策略··
4、····································11(二)广告创意表现······································12四、广告媒介策划········································13(一)媒介背景分析······································13(二)目标消费者媒介分析································14(三)媒介策略·······················
5、···················14五、广告预算分配及效果评估······························15(一)广告制作预算······································16(二)媒体投放预算······································16【MeiWei_81重点借鉴文档】【MeiWei_81重点借鉴文档】(三)广告效果评估······································16六、附录···········
6、·····································16引言手机最早是美国科技巨头摩托罗拉公司发明的。移动电话,通常称为手机,早期又有大哥大的俗称,是可以在较广范围内使用的便携式电话终端。目前,已发展至4G时代。当前,中国手机市场出货量持续增长,市场在不断的扩大。全球市场研究机构TrendFroce发布了2016年第一季度全球智能手机统计报告。报告显示,2016年第一季度,全球智能手机出货约2.92亿部,环比下降18.6%,同比则下降1.3%。其中三星排名第一,第一季度出货量达到8100万部,市场
7、份额达到27.8%,苹果出货量为4200万部,市场份额为14.4%。华为的出货量为2700万部,市场份额为9.30%,华为手机要想在市场上继续扩大份额,需制定合理的广告策略。一、市场分析(一)营销环境分析1.宏观环境分析(1)政治环境分析随着我国社会主义市场经济制度的不断完善,华为手机的市场环境也在不断得到改善。各种对企业营销影响较大的法律法规的出台和修正,将会对手机销售提供更多的保证,促进华为手机在市场上的占有率。(2)经济环境分析随着社会主义市场经济的不断发展与完善,国内经济不断飞速发展。国民的经济收入不断提高,极
8、大的物质丰富给智能手机的迅速发展提供了可能。作为国产智能机,华为当然也是受益者之一。中国经济步入转型期,互联网终端产品的开发与发展成为中国经济一颗明星。(3)人文环境分析随着社会经济的发展,物质的极大丰富,人们的生活观念也悄然发生改变,不在仅仅停留在实用,耐用的传统观念上,而是在实用与方便的基础上追求时尚。 随着互联网时代的到来,
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