雀巢咖啡广告策划书07市场营销第四组组长：李双组员：高楠赵楠齐欣高原李晓北目录雀巢咖啡广告策划书.......................................................1内容提要...................................................................................................................................2一、雀巢咖啡的公司简介................................................................................................3二、市场环境分析.............................................................................................................3（一）、宏观环境分析................................................................................................3（二）、行业环境分析................................................................................................4（三）、微观环境分析（SWOT分析）.................................................................4三、消费者分析.................................................................................................................4四、竞争者分析.................................................................................................................5（1）麦斯威尔.............................................................................................................5（2）克莱士.............................................................................................................5（3）哥伦比亚……………………………………………………………………………..5（4）铭咖啡…………………………………………………………………………………5五、广告策略..........................................................................................................................6（一）、产品定位策略................................................................................................6（二）、目标市场策略................................................................................................6（三）、广告创意策略................................................................................................7（四）、广告诉求策略................................................................................................7六、广告媒介策略.............................................................................................................71、媒介目标.................................................................................................................72、......................................................................................................................广告目标83、......................................................................................................................媒介策略84、......................................................................................................................媒体选择8七、广告预算..........................................................................................................................81、......................................................................................................................媒体预算82、................................................................................................广告设计与制作预算83、市场调研预算：2000元........................................................94、机动费用预算：4000元......................................................................9八、总结.........
