正新鸡排促销策划实施方案.doc

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1、.正新鸡排广告推广策划案市场营销策划案正新鸡排广告推广策划案院（系）经济管理与法学学院班级12市场营销四班小组成员江惠惠宋婷楚伊学号12015131、12015134、12015151专业资料.第1页专业资料.正新鸡排广告推广策划案目录前言1企业背景····················································42广告推广目标·················································42.1广告推广目的············································42.

2、2广告推广对象············································43市场调查分析················································53.1市场分析··············································53.1.1正新鸡排市场环境分析································53.1.2正新鸡排市场前景······································63.1.3营销环境分析与总结···············

3、····················73.2消费者分析···············································93.2.1现有的消费时尚·······································93.2.2现有的消费者分析······································93.2.3消费者具体观点分析·····································103.3产品分析·············································123.3

4、.1部分析··········································123.3.2外部分析··········································123.4竞争者分析··············································123.4.1潜在竞争者········································123.4.2产业竞争者········································124广告案策划·······················

5、························134.1广告目标·············································134.2广告区域·············································134.3广告主题·············································144.4广告形式·············································145广告计划实施··········································

6、·····145.1部案·············································145.2外部案·············································146广告预测效果···············································157广告预算····················································158结束语·······················································179附录

7、1·······················································17附录2·······················································19专业资料.第2页专业资料.正新鸡排广告推广策划案前言现在人们会利用假日进行旅游、聚会、社交等各种休闲活动，这时小吃往往是人们必会选择的美食之一。如果经营者能充分利用假日的休闲消费策划一个好的广告推广主题，必然会给企业带来好的经济效益。就目前经营中的正新来看，主打品之一的鸡