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1、“采缘”洗发露广告策划方案前言目前我国的洗发水市场已经进入了一个姹紫嫣红、百花齐放的繁荣阶段，产品丰富，品牌林立在同类产品中，同质化程度非常高。“采缘”要想杀入这样一个市场，争取和扩大市场份额，在营销策划上就必须敢与创新，才能在众多的洗发水品牌上取得很大的销售业绩。目录一、前言…………………………………………………………………2二、市场分析……………………………………………………4（一）宏观环境分析……………………………………………4attentiontoimprovingthequalityandefficie
2、ncyofdevelopmentandpaymoreattentiontosecurityandreformthepeople'slivelihood,morefocusonmaintainingsocialharmonyandstability,andpromotethedevelopmentoftownshipeconomyinabetterandfaster,createanewnormalXXdevelopmentandlayamoresolidfoundationforXXbuildawell-offs
3、ociety.Completedtasksthisyear,wemustalwayspayspecialattentiontotheprimarytaskofdevelopment.XXweakeconomicbase,lowlevelsofdevelopment,economicconstructionistheCenter,wehavetocreateconditionsforfastereconomicdevelopment,accumulatingmorewealth,betterpeople'slive
4、s.Effortshouldbemadetothisyear'seconomicgrowth,revenuegrowth,peoplehavemaintainedahighrateofincomegrowth,GDPgrowthofmorethan15percentrespectively.Alwaysgraspthefundamentalimpetusforreform.Wearenow"nosoldiersbehind"manyindicatorsrankedinthebottomofthecountyfro
5、mgettingbigger.Onlybygoingallouttohardwork,hardwork,innovation,reformdoesnotadapttoinstitutionalmechanisms,practices,itispossibletochangethefaceofXXpoor,intoawell-offsocietytogetherwithpeopleacrossthecountry.Wewanttobreaktheoldpatternsofthinking,methodsandorg
6、anizationofwork,bravelyandboldlyinto,makingfulluseofalltheadvantages,comprehensivereforms,tomakeallitsvitalityfordevelopmentimpulse,letfullplaytoallsourcesofwealthcreation.Shouldalwaysstability（二）行业分析…………………………………………………4（三）消费者分析………………………………………………4（四）竞争者分析…………
7、……………………………………4三、市场策划……………………………………………………5（一）产品策略…………………………………………………5（二）销售策略…………………………………………………5（三）宣传策略…………………………………………………5四、广告表现……………………………………………………6（一）广告诉求…………………………………………………6（二）广告主题…………………………………………………6（三）广告设计…………………………………………………6五、广告媒介……………………………………………………7六
8、、广告预算……………………………………………………8七、广告效果的评估……………………………………………9、一、市场分析（一）宏观环境分析：社会经济飞速发展，随着生活经济水平的提高消费水平也越来越高。（二）行业分析：就中国的洗发水市场将近有3000多个品牌，几乎所有的化妆品公司都生产洗发水产品，“采缘”的目标是争取和扩大市场份额，在洗发水品牌中取得大的销售业绩。atten
