目 录前 言.............................................................................................................................................2第一部分:市场分析.........................................................................................................................2 一、营销环境分析.......................................................................................................................3二、消费者分析.......................................................................................................................6三、企业与竞争对手得竞争状况分析.................................................................................10四、sowt 总结........................................................................................................................11第二部分 广告策略........................................................................................................................12一、广告得目标 .................................................................................................................12二、目标市场策略.................................................................................................................13三、产品定位策略.................................................................................................................13四、广告诉求策略 .............................................................................................................13五、广告表现策略 .............................................................................................................14六、广告媒介策略.................................................................................................................14第三部分 广告计划.....................................................................................................................16一、广告活动得目标 .........................................................................................................
