维雀鲜牛奶广告策划方案书策划小组：09602102王春梅09602103杨志洁09602104陈靖怡09602105李婧09602106方银萍09602110谢娟女专业：09市场营销指导老师：邹红梅日期：2011年6月19日前言乳品行业是温饱社会向小康社会转型中消费结构升级的一个突第1页共14页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共14页出代表，这也促使了近两年乳品市场快速成长，也为维雀等快速成长乳品企业提供了跳跃发展的基础。中国乳制品市场在未来10年中将是世界上潜力最大的牛奶消费市场。维雀牛奶处于产品生命周期的成长期，市场活动空间不是特别的大，而目前面临几家大的奶制品企业剧烈竞争，新兴市场消费者对产品不是很了解。就目前来看，乳品行业的发展前景十分可观，因此，该行业的竞争也越来越激烈，各企业为了获得市场占有力，近年来的广告策略层出不穷。此时，广告的目的是告知消费者有一种维雀牛奶，加深消费者的对本企业产品的了解并增强本企业产品在新兴市场知名度，打造品牌效应，同时也更好的影响现有消费群体，稳定维雀牛奶在他们心中的形象。为此，特作此广告策略，打响“维雀”这个品牌。目录前言···························································································（1）第2页共14页第1页共14页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共14页一、市场环境分析·········································································（3）（一）维雀鲜牛奶···································································（3）（二）奶业发展状况分析··························································（3）（三）市场发展趋势及预测分析·················································（3）（四）同行业的竞争状况分析····················································（4）（五）来自替代产品的威胁·······················································（4）（六）消费者对乳制品的消费情况··············································（4）二、产品分析···············································································（5）（一）产品相关信息································································（5）（二）SWOT分析···································································（5）三、营销策划提案······································································（5）（一）营销目标及重点·····························································（6）（二）渠道建设······································································（6）（三）活动营销策划································································（6）四、创意设...
