乳制品营销策略及广告策划.docVIP

内容摘要 随着经济的快速发展，人们的生活水平有了较大的提高，人们对乳品的需求量也越来越大，这种需求的增长带来了乳品企业间激烈的竞争。由于乳产品的自身特点以及近年来经济环境对消费者的消费行为和媒介习惯的影响，乳品生产企业不得不更多的关注广告策略，如何取得最大广告效益势必成为营销工作的重点。 在绥化乳品市场竞争日益激烈的情况下，绥化市东兴乳业作为一家立足于绥化市本地市场的中小规模的乳品企业，如何突破市场营销这个瓶颈，利用广告策划寻求更大的发展空间是企业发展的关键。本文在市场调查的基础上，结合广告理论与实战经验，对绥化市场状况和消费者行为作了细致的分析。针对竞争者状况制定了东兴乳业的STP战略，并在此基础上确定了东兴乳业的广告目标。然后，从广告诉求策略，广告媒介策略，广告表现策略等方面制定了广告策划方案；并结合东兴乳业的实际情况制定了广告发布的计划及广告费用预算。希望该广告策划方案会对东兴乳业的发展有所帮助。 关键词： 市场营销 STP战略 广告策划 Abstract As the rapid development of economics, people’s living standard has a great development, and the people’s demand for dairy products becomes much more than ever before, which leads to the sharp competition between dairy enterprises. Due to the features of the impact on consumption behaviors of consumers and media habits from economic environment .Milk product enterprises have to attach more importance to advertising tactics, and how to obtain the maximum advertising benefit certainly becomes the emphasis of marketing work. At present, the competition is becoming sharp and sharp in the dairy products market in Suihua. Facing the strong competitors, dairy is a medium-scale enterprise with Suihua city as its marketing object. How can Suihua Dairy Group breaks the difficult and find out wider space to develop? The paper based on the market survey, combing advertising theory and practices, analyzing the consumer’s behavior and the market situation of Suihua. Against Dongxing dairy STP strategy in view of competitor’s condition, identifying the object of Dongxing dairy-advertisement. Utilize advertising-performance tactics,manufacture advertising-plan, release the advertising planning and budget the expense of the advertising. Hoping that it will provide references for Dairy Group Crop. Key words: Marketing STP strategic Advertising plan  目录 摘要 I Abstract II 一、东兴乳业概况及市场现状 1 （一）东兴乳业简介 1 （二）东兴乳业发展目标 1 （三）绥化市场现状 2 二、营销环境分析 2 （一）外部环境分析 2 1．宏观环境分析 2 2．东兴乳业竞争对手分析 3 3．绥化乳品市场消费者分析 4 （二）内部环境分析 7 1．东兴乳业奶源现状 7 2．东兴乳业加