统一冰红茶广告策划案.pdf

杨欢欢 上海杉达学院 广告艺术欣赏 统一冰红茶广告策划书 学 院： 商学院 专 业： 国际经济与贸易 姓名及学号： 杨欢欢 指导教师： 徐文娟 2010年 06 月 18 日 杨欢欢 前言： 主要通过了解现在统一冰红茶的市场现状，分析茶饮料的发展趋势，了解竞争对手的营销和 广告策略，确定现阶段统一冰红茶应采取的营销和广告策略，使统一冰红茶在激烈的市场竞 争环境中迈向新的起点。 目录： 一、市场分析 ····················································4 （一）市场发展及现状 ··············································4 （二）现有市场竞争状况分析 ········································4 （三）消费者分析 ··················································4 （四）市场发展趋势分析 ············································4 （五）发展环境分析 ················································4 二、产品分析 ······················································5 （一）“统一冰红茶”功能特点分析 ···································5 （二）竞争对手的功能、特点分析 ····································5 三、销售与广告分析 ················································5 （一）“统一冰红茶”销售与广告现状 ·································5 （二）竞争对手的销售与广告策略····································6 四、企业营销战略策划 ··············································6 （一）“统一冰红茶”市场营销目标 ···································6 （二）“统一冰红茶”市场战略·······································7 五、“统一冰红茶”广告策略·········································7 （一）形象的问题点和优势··········································7 （二）广告目标 ····················································7 （三）广告策划主题：年轻无极限····································7 （四）广告创意设计 ················································8 六、媒介策略······················································8 （一）对象媒体接收习惯 ············································8 （二）媒体组合策略················································8 （三）媒体选择策略················································8 （四）媒体广告预算 ················································8 七、公关营销策略····································