文档介绍：感冒灵策划书感冒灵策划书篇一:999感冒灵营销策划书感冒灵策划书篇二:999感冒灵营销策划书感冒灵策划书篇三:999感冒灵颗粒广告策划案63999感冒灵颗粒广告策划案目录第一部分市场分析一、市场背景·······················································································11、消费者分析·····················································································32、产品分析·························································································73、企业和竞争对手的竞争状况分析·················································84、企业与竞争对手的广告分析·························································95、SWOT分析··················································································10第二部分广告策略1、广告目标························································································122、广告目标市场策略········································································12第三部分广告1、广告诉求························································································142、广告表现························································································143、广告活动························································································224、广告媒介························································································29附录:999感冒灵市场调查问卷··························································3511第一部分市场分析一、市场背景近年来,我国(非处方药)的推广、使用正呈现出强劲发展势头。统计表明,目前感冒药、止疼药、肠胃药、皮肤药、五官用药等五大类常用药品已占据我国OTC市场主体,其中感冒药在城镇居民OTC消费比例中更是接近90%。根据国家相关统计部门统计,全国约70%的人每