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ID:40423908
大小:4.22 MB
页数:39页
时间:2019-08-02
《徐州英才大学生俱乐部营销推广策划》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、徐州英才大学生俱乐部2014年度广告推广策划委托单位:徐州英才大学生俱乐部执行单位:江苏师范大学科文学院11广告班小组人员:冯单、马欣、胥松灵、朱春燕38目录前言··························································2正文························································2-39第一部分大学生俱乐部简介一、基本情况介绍··············································3二、经营现状······
2、············································3三、运作流程··················································3第二部分营销环境分析一、市场分析··················································4二、消费者分析················································5三、竞争环境分析··············································8四、
3、俱乐部的发展前景预测38······································9第三部分俱乐部经营的诊断与建议SWOT分析···················································11第四部分营销推广策略制定一、营销目标················································14一、品牌形象策略制定········································14二、营销策略制定·····························
4、···············18三、传播策略制定············································21第五部分活动方案设计一、模拟职场策划方案········································23二、玩转生活——“微”生活照片征集活动方案策划··············28三、英才玩转新时代主题庆典活动方案概述······················30第六部分创意方案设计一、微电影38··················································
5、31二、平面设计················································32第七部分媒介预算··········································34附录························································35前言随着时代的变迁,中国教育的蒸蒸日上,徐州经济的快速发展,大学生在校期间已不满足于知识的汲取,更加注重了职场的经验和技能,于是他们需要在校期间的实习、锻炼。大学生对工作不是很了解的情况下,随之而生的就是各种兼职中介公司,就
6、徐州市场而言,徐州大学生俱乐部、徐州百姓网、可信大学生俱乐部等企业竞争激烈,各有千秋。并且随着就业形势的不容乐观,更多的兼职中介公司将不断崛起。徐州英才大学生俱乐部2009年上市,前期的工作做得不够充分,至今其在徐州大学生群体中知名度不是很高。我们给英才大学生俱乐部塑造了新的品牌形象进行推广,让更多的大学生知道英才大学生俱乐部,通过一系列的营销推广手段,想大学生传达一种新时代的理念——英才·玩转新时代,以及大学生活的一种态度,遵循“七大法则”让大学生对其产生好感,愿意去接近英才大学生俱乐部,从而在其徐州的竞争网中脱颖而出,占取一定市场优势。同时,英才大学生俱
7、乐部更应当向竞争者学习,取长补短。38首先,我们通过对大学生俱乐部的市场宏观和微观环境的分析、消费者分析和竞争环境的分析,并对其未来的发展做出一定的预测。由此,我们得出SWOT分析,并对其目前的经营做出初步的诊断,并提出建议。鉴于以上的分析总结,我们进一步制定战略规划,将英才俱乐部重新推向市场,力求在徐州本地有更多的大学生认识它,选择它,努力是英才大学生俱乐部打造成徐州大学生兼职中介的领头人。我们制定了目标,品牌的定位、形象,制定新的口号。经过产品(服务)策略、价格策略、公关策略等,拟定一些列的策划活动,并设计出整套流程、创意设计,以及媒体的运用配合。通过以
8、上的努力运行,我们希望,英才可以给大家一个崭新的形象
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