住在厦门目录A.界定问题.............................................................................................................................2项目背景..................................................................................................................................2厦门环境.........................................................................................................................2奥运环境..........................................................................................................................3基础设施.................................................................................................4荣誉榜单..........................................................................................................................4项目调研..................................................................................................................................4调研公众.........................................................................................................................4调研方法..........................................................................................................................5调研结果................................................................................................5问题陈述..................................................................................................8Swot分析.........................................................................................................................8B．计划与方案....................................................................................................................10方案目的................................................................................................................................10目标公众................................................................................................................................10公关目标................................................................................................................................10C．行动与传播......................................................................................................................1行动战略................................................................................................................................11信息策略................................................................................................................................11媒体选择.......................................................................................................................11媒体投放策略................................................................................................................13项目执行................................................................................................................................15项目之一：厦门印象——热气球全国巡游...............................................................15项目之二：厦门城市形象物化工程............................................................................16项目之三：厦门城市推广象征标识征集活动....................................16项目之四：“鹭岛咨讯网”.................................................................17项目之五：英语普及活动..............................................................
