摘要福建德尔惠鞋业有限公司成立于1983年，主要生产经营各种运动鞋，20多年来，通过在全国各地的生产经营销售，获得了广大消费者的认可，公司目前事业正处于快速发展时期，已成为全国十大著名鞋业之一。本文是德尔惠公司为已研制完成新款D-7511——D-7514运动鞋在沈阳地区的广告策划，公司根据对目前的运动鞋市场上的竞争状况、价格、渠道和目标消费者的分析，认为要进一步提高此款运动鞋在沈阳的销售业绩，就要在沈阳地区展开全面的广告宣传，通过详细、合理的广告宣传、市场分析及广告策划和实施，实现两方面的目的：一方面通过广告宣传进一步提高品牌的知名度，另一方面在提高知名度的同时，进一步提高目标市场上的销售额，实现企业的销售目标。关键词：营销、广告策划、广告宣传、品牌形象企业形象ABSTRACTFujiandeerhuishoesco.,LTDsetsupin1983year,majorproductionisallkindsofsportsshoes.During20yearsoperation,passinthesuccessfulsaleofallpartsofourcountry,havegottennumerouscustomersapprove,havestoodfirmmarket.Atpresent,companyisbooming,havebecomedoneofthe10famouscompaniesinChina.Thedissertationistheadvertisingplanofthedeerhuisportshoesfrom9.2004to11.2004inShenyang.Thecompanyknowtheobjectcustomers,thecompetitor,thepriceandthepassage,holdthatifraisetheshoesinthesaleachivementofShenyang,willspreadoutdeerhuiinShenyangopentheadvertisingpropagandaofshoes.Accordingtooverall,carefulpropagandaandanalysisofmarket,theestablishmentofplanandoperationtorealizebothpurpose:improvethetradeimageamongthecustomersononehandthroughadvertisingpropaganda,ontheotherhandtocreatetheobjectprofitinShenyang.Keywords:marketing,advertisementplan,advertisementpropaganda,tradeimage,enterpriseimage目录前言..............................................11背景分析...........................................21.1公司简介.........................................21.1.1公司自然状况..............................21.1.2公司经营状况..............................21.2产品简介.........................................31.3环境分析.........................................42市场分析...........................................62.1消费者分析.....................................62.1.1目标消费者的确定......................62.1.2影响消费者的购买因素...............72.1.3消费者的购买行为分析...............82.2竞争分析.......................................102.2.1公司主要竞争对手....................102.2.2竞争对手的策略........................122.2.3与竞争对手的对比分析.............143营销策略.........................................153.1定价策略.......................................153.2营销渠道策略................................163.3促销策略.......................................163.3.1促销目的...................................163.3.2促销活动计划............................1703.3.3具体实施方案............................184广告策略.........................................204.1广告促销目标................................204.1.1市场目标...................................204.1.2销售目标...................................204.2广告覆盖地区................................204.3广告诉求策略................................224.3.1广告诉求对象............................224.3.2广告诉求重点............................224.4广告表现策略................................234.4.1创意原则...................................234.4.2创意方向...................................234.4.3创意策略...................................235广告实施计划.................................245.1广告时间...........................
