文档介绍：[广告/传媒]天和骨通贴膏广告策划书天和骨通——我显神通目录前言...............................................................................................-3-第一部分市场环境的调查与分析........................................................-5-一、营销环境分析............................................-5-1(企业在市场营销环境中的总体经济形势....................-5-2(市场的概况............................................-5-3(营销环境分析总结......................................-6-二、消费者分析..............................................-7-1(消费者的总体消费态势..................................-7-2(现有消费者分析........................................-7-3(潜在消费者分析........................................-7-三、产品分析................................................-9-1(产品的特征分析........................................-9-2(产品的生命周期分析(成长期).........................-10-3(产品定位分析(原来的定位)...........................-10-4(产品分析总结.........................................-11-四、企业和竞争对手分析.....................................-11-1(企业在竞争中的地位...................................-11-2(企业的竞争对手分析...................................-12-五、企业与竞争对手的广告分析...............................-13-1(企业与竞争对手的广告综合分析.........................-13-2(企业与竞争对手广告综合分析总结.......................-16-六、营销环境调查与分析总结.................................-17-第二部分营销策略提案..................................................................-18-一、营销目标...............................................-18-二、营销战略(具体的营销方案).............................-18-1(营销宗旨.............................................-18--1-天和骨通贴膏广告策划书2(市场策略——以“通骨”作为独特的销售主张.............-18-3(产品策略.............................................-19-4(价格策略——拉大批零差价.............................-23-5(营销渠道策略.........................................-23-6(公关.................................................-24-第三部分创意设计提案..................................................................-26-一、广告目标...............................................-26-二、广告战略...............................................-26-1(广告诉求对象分析.....................................-26-2(广告诉求策略——情理结合.............................