文档介绍：长沙职业技术学院广告策划课程项目 统一冰红茶广告的策划与文案撰写
策划小组成员名单:
张文雅杨磊
项目分工、项目负责人、客户及问卷撰写、问卷分析及调查报告撰写、创意策略及创意执行、策划报告撰写、策划报告检查:张文雅杨磊
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。
一、市场分析····················································3
(一)市场发展及现状··············································3
(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················································5
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····································6
三、销售与广告分析···················&#