1广告策划书小组成员：曾秋晴穆晓玉李芯雨郑娟谢玉梅毛国英2目录前言..................................................................................................................................3第一章市场分析..............................................................................................................................4一、营销环境分析...................................................................................................................41．企业市场营销环境中宏观的制约因素.....................................................................42．市场营销环境中的微观制约因素.............................................................................53．市场概况.....................................................................................................................54.营销环境分析（SWOT）............................................................................................7二、消费者分析.......................................................................................................................81.消费者的总体消费态势。............................................................................................82．.现有消费者分析........................................................................................................93.潜在消费者..................................................................................................................10三、产品分析.........................................................................................................................111．产品特征分析...........................................................................................................112.产品的品牌形象分析..................................................................................................12四、企业和竞争对手的竞争状况分析.................................................................................13一、广告市场策略.................................................................................................................16二、广告定位策略.................................................................................................................16三、确定广告目标.................................................................................................................16四、广告策略的表现形式.....................................................................................................17五、广告调查问卷.................................................................................................................17第三章广告计划.........................................................................................................................21一、广告目标.....................................................................................................................21二、广告定位.........................................................................................................................21三、广告的目标市场.........................................................................................................21四、广告的诉求重点.............................................................................................................21五、广告表现.............................................................................................
