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发布时间：2023-12-29 19:10:12   来源：文档文库   
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市场营销策划案




正新鸡排广告推广策划方案



院（系） 经济管理与法学学院 班 级 12市场营销四班 小组成员 江惠惠 吕宋婷 张楚伊

学 号 12015131、12015134、12015151



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前言
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 1企业背景 ··························································································································· 2 2 广告推广目标 ······················································································································· 3
2.1广告推广目的 ············································································································· 3 2.2广告推广对象 ············································································································· 3 3市场调查分析 ························································································································ 3
3.1市场分析 ····················································································································· 3
3.1.1正新鸡排市场环境分析 ·················································································· 3 3.1.2正新鸡排市场前景 ·························································································· 4 3.1.3 营销环境分析与总结 ····················································································· 4 表1:企业营销环境SWOT分析 ······················································································· 5 3.2消费者分析 ················································································································· 5
3.2.1现有的消费时尚 ······························································································ 5 3.2.2现有的消费者分析 ·························································································· 6 3.2.3消费者具体观点分析 ······················································································ 6 3.3产品分析 ····················································································································· 7
3.3.1内部分析 ·········································································································· 8 3.3.2外部分析 ·········································································································· 8 3.4竞争者分析 ················································································································· 8
3.4.1潜在竞争者 ······································································································ 8 3.4.2产业竞争者 ······································································································ 8
4广告方案策划 ························································································································ 8
4.1广告目标 ····················································································································· 8 4.2广告区域 ····················································································································· 9 4.3广告主题 ····················································································································· 9 4.4广告形式 ····················································································································· 9 5广告计划实施 ························································································································ 9
5.1内部方案 ····················································································································· 9 5.2外部方案 ····················································································································· 9 6广告预测效果 ······················································································································ 10 7广告预算 ······························································································································ 10 8结束语 ·································································································································· 12 9附录1 调查问卷 ············································································································· 12







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