沈阳理工大学毕业论文题目婷美集团中科暖卡保暖内衣沈阳地区2004年11月——2005年2月广告策划书作者刘晓明系工商管理专业市场营销指导教师刘庆君2004年6月11日摘要随着科技的不断进步，市场竞争越来越激烈，进入保暖内衣市场的企业越来越多，婷美集团首先创新，与中科院合作，获得“暖卡”技术销售直线上升。但是由于市场上的跟风现象严重，造成本不安宁的保暖内衣市场秩序更加混乱。在这种市场背景下，制作了2004年11月——2005年2月的广告策划书。此篇论文从消费者、竞争者和渠道分析入手，结合本产品自身的优势，确定详尽的广告目标作者运用电视和报纸等媒体，保证目标切实有效的实施。使消费者对“中科暖卡”技术有一个深刻的了解，从而扩大市场占有率，提高婷美中科暖卡保暖内衣的整体销售。关键词：暖卡，保暖内衣，广告-4-ABSTRACTWiththeimprovementofscienceandtechnology,marketcompetitionbecomesstrongerandstronger,andthenumberofthecompanieswhichrushintothemarketofwarmkeepingunderwearbecomeslargerandlarger.TingmeiGroupcreativelycooperateswiththeChineseAcademyofSciencetogetthe“Nuankatechnology”,sothenumberofthesalesincreaseslargely.Butthatlotsofcompaniesrushingintodisordersthemarketofthewarmkeepingunderwearheavily.Underthismarketbackground,theadvertisementplanfromNovember,2004toFebruzry,2005ismade.Beginningwiththeanalysisofwayconsumerandcompetitor,addingtheadvantageoftheproductitself,thispatermakesaspecificgoalofadvertisement.TheAuthor,usingmedialikeTVandpaper,makessurethegoalachievedeffectively,tomakestheconsumerknowmoreabouttheNuankaTechnology,fromwhichTingmeicouldmakeupmorepercentageinmarketandraisesthesalesofthewholeNuankawarmkeepingunderwearofChineseAcademyofScience.Keywords:NuankaWarmkeepingunderwearAdvertisement-6-目录前言........................................................11、背景分析............................................31．1公司简介......................................31.2产品简介.........................................41.2.1产品名称......................................41.2.2产品品质......................................41.3消费者分析........................................71.4市场竞争分析....................................81.4.1保暖内衣市场背景分析...................91.4.2针对主要竞争对手进行优劣势分析.101.5渠道分析.........................................122、广告目标...........................................132.1公司本阶段的营销目标......................132.1.1市场目标....................................132.1.2销售目标....................................132.2信息传递目标...................................132.2.1品牌认知率.................................132.2.2产品了解程度..............................132.2.3记忆度........................................142.3对消费者态度影响............................143实施方案..............................................143.1确认类别.........................................14-1-3.1.1报纸...........................................153.1.2杂志...........................................153.1.3广播...........................................153.1.4电视...........................................163.2媒体选择.........................................163.2.1电视广告....................................163.2.2报纸广告....................................183.3.3其他广告....................................183.3具体实施.........................................183.3.1电视...........................................183.3.2报纸...........................................193.3.3其...
