蛋糕店开业策划书-蛋糕店开店策划书案例分析-大学城蛋糕店开业计划书.docx

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糕点店开业活动
策划书
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目 录
前 言...．..．．．．.．．．..．.．..．..．..．．．．．.．..．...．...．．....．．.．.....（３）
一　、市场调查..........．....．.．．..........．．.．.．..．.．...．．.....．..(4)
(一)行业分析．.......．．．..．.．..．.．．........．..．...．．.........．..(４)
(二)环境调查.．.．..．..．............．.．..．.．..．.．．．.．....．．．.．．(５)
(三)产品情况....．．.．．..．．．.．...．.．．．..．..．．....．．．.．..．.．..．...．．(6)
(四)市场竞争性调查.．.．．.....．.．...．.........．．.．．..．....．．．．...．.(8)
(五)经营情况调查..．.......．．....．..．....．．.......．．．....．.．.....(９)
(六)消费者调查.．..．......．．.．．.．.．..．.．．..．．..．．．.．....．.．.....．.（9）
（七)调查总结...........．....．.....．．．．..．.．.．．...．.....．．.．....．(1３)
二、广告定位．.．.．........．.．.．....．.．.....．.．.．..．..．．．.．......．．．(１3)
(一)市场定位.．..．．..．.．．.．..．..．..．．.....．.．..．．....．.....．.....（13)
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(二)产品定位.....．．．.....．....．.．......．..．.......．..．．..．．.．.．.(1４）
（三)广告策略．...．．．．．.．．...．............．．...．．...．．...．．....．..（１5）
三、媒体选择.．..．．．....．．....．......．．.．..．..．...．.．..．...．．.．..．.(１6)
（一)媒介分析..．.．．....．．.．..．．.．.．...．.．．.........．...．.....．．.(１６)
(二）媒介选择．．...．.．.．..．.．....．.．..．．....．.．.．.．．...．..．..．.．．．(1７）
（三）媒体组合．．.．．..．.．.．...．．．.．....．．......．．.....．..．...．..．．.（18)
四、广告策略．...．.．．...．..．．..．．...．．..．...．...．...．.．......．．....(18)
(一)广告目标......．.．.．．..．..．.．.......．．.．....．．..．.．.．..．.．...(18）
（二)广告创意...．.．.．．...．．..........．....．．......．．....．．.．.．...（19)
(三）主题口号..．...．.....．．．.．....．...．．..．.．.．.．.．..．．．..．...．..(19)
(四)竞争者广告分析
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.....．．．．.....．．．..．.．．．...．．.．．．...．．．.．.....(２0)
五、广告预算...．．..．．..．....．......．..．．．..．...．..．．．．....．．....．（20)
六、广告表现.．.．.．．...．.........．..．..．.．.．.........．．.........．.(21)
七、广告效果预测.．．．．...........．...．.．.．．..．．..．...．.．.．．.．．..．.．(22)
附:广告作品.．...．.．..．......．.．．..．．.．..．.....．.．.......．．.．..．．(23)
　 应用系统...．......．．.．..．．．..．．..．．..．．．.．......．.．．..．...．..(2８)
　调查问卷 ．．..．.．．...．..........．．..．.．．..．.．....．.．.....．．.．.（3１）
前　 言
　 　
　
本创业策划书是关于在大学内开设一家自创品牌蛋糕店的方案。
糕点是一种食品。它是以面粉或米粉、糖、油脂、