市场拓展方案广告策划公司.doc

市场拓展方案广告策划公司 康因姆公司开拓湖南市场广告方案 策划人：张琳君 2012年9月21日 目录 一 前言 ····················································································· 3 二 市场分析 ············································································· 4 （一）宏观环境分析 ·························································· 4 （二）竞争对手分析 ·························································· 5 （三）产品分析 ·································································· 6 三 市场策略 ············································································· 7 （一）营销目标 ·································································· 7 （二）产品定位 ·································································· 7 （三）广告目标 ·································································· 8 四 广告表现 ············································································· 8 （一）广告诉求对象 ·························································· 8 （二）广告主题 ·································································· 8 （三）广告创意 ·································································· 8 五 广告媒介 ············································································· 8 （一）电视广告 ·································································· 8 （二）报刊广告 ·································································· 9 六 广告预算 ············································································· 9 七 广告效果的评估 ································································· 9 一 前言 足浴器是足部保健设备，对脚部按摩和刺激，能激发人体潜在的机能，调整身体阴阳失衡的状态，舒缓全身紧张，达到防病保健的效果，有自我保健和延年益寿之功效。从去年开始，足浴器就开始火了起来，但是以次充好的产品也开始进入市场，不少消费者反映产品在使用过程中出现不能加热、臭氧功能无用等问题。 宁波康因姆电子科技有限公司座落于长江三角洲，有着家电之乡美誉著称的宁波，毗邻杭州湾跨海大桥。 交通便捷，商机无限，康因姆电子是一家集开发、设计、生产、销售于一体的私营企业，公司主要生产足浴按摩器，小家电等产品。 康因姆人始终以“诚信、创新、可靠、精致”为经营理念，坚持以造福人类健康为奋斗目标。做人们健康生活的好保姆，在资深的养生专家指导下，研发了新一代养生的足浴器，为广大消费者送去了健康。目前公司已经拥有全套的开发和专业生产设备、还配备了国内先进的装配生产线和检测中心，而且公司还拥有 一批实战经验非常丰富的技术人员和工程师，从而确保产品了质量。 康因姆人始终坚信诚信佳、服务好是企业品牌树立的基础，康因姆人坚持以市场为导向，满足消费者需求为目标，生产高质量的产品，给予最