何俊：绵阳雪宝乳业广告策略分析.docVIP

绵阳雪宝乳业广告策略分析 作者姓名：何 俊 专业名称：工商管理 指导老师：马洪波 讲师 摘要 近几年来，随着我国经济的快速发展，人们对生活质量的要求也越来越高。牛奶作为营养价值最高的食品之一，已经是很多家庭的生活必需品。正是由于这个因素，现今我国的乳业进入快速发展阶段，市场竞争日趋激烈。不仅有全国知名的几大品牌，如蒙牛，伊利，光明等，还有各个地区的中小型乳业。这些地方性企业面对其它品牌的竞争，生存和发展受到严重的影响和威胁，本论文所研究的雪宝乳业就是其中之一。 论文以绵阳雪宝公司为例，首先简要介绍了广告策略的相关理论，具体介绍了广告策略的涵义以及一个好的广告策略所具备的一些因素。然后，论文对绵阳雪宝乳业的市场现状进行分析，找出其广告策略中的问题，包括广告定位、广告诉求、广告媒介选择、广告区域和广告创意方面的问题。并对这些问题进行深入分析，提出解决的对策和建议。 关键词：雪宝乳业 广告策略 Abstract In recent years, along with the rapid development of our economy, peoples life quality requirements are increasingly high. Milk nutrient value as one of the highest food, are many families of the necessities of life. Because of this, nowadays, our countrys factors of rapid development of dairy stage, the market competition is fierce day by day. Not only has the national famous brand of a few big, such as the cow, Erie, Light and small dairy in different regions in China. These local enterprises face other brand competition, existence and development have been seriously affected and threats, this paper studies the snow treasure dairy is one of them. XueBao dairy industry company as an example, this paper introduces the related theory of advertising strategies, introduces the connotation, the advertising strategy and a good advertising strategies have some factors. Then, the paper analyzes the market situation of Mianyang XueBao dairy industry company, and the problems in advertising strategies, including advertising positioning, advertising and media choices, appeal AD area and advertising creative aspects of the problem. And for these problems, this paper put forward the countermeasures and Suggestions. Keywords: XueBao dairy industry, adverting strategies 目录 摘要 I Abstract II 目录 III 1 绪论 1 1.1选题背景 1 1.2 研究意义 1 1.3论文的主要内容及结构安排 2 2 广告策略理论概述 3 2.1 广告策略的定义 3 2.2 成功的广告策略应包括的因素 3 3 绵阳雪宝牛奶现状及广告策略问题分析 7 3.1 绵阳雪宝乳业公司简介及产品介绍 7 3.2 绵阳雪宝牛奶品牌的现状 8 3.3 绵阳雪宝乳业公司广告策略存在的问题分析 9 3.3.1 广告定位没有创新 9 3.3.2 广告诉求不清楚 10 3.3.3 广告媒介形式单一 11 3.3.4 产品的营销区域