文档介绍:星巴克广告筹划书
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang c, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
目录
一、市场分析
1、星巴克在中国的市场概况
2、消费者分析
〔1〕目标消费者
〔2〕消费心理
3、产品分析
4、SWOT分析
5、竞争对手情况分析
二、广告策略
1、平面广告主题、创意与广告语
2、平面广告文案
3、平面广告作品
三、广告费用预算
四、广告效果评估
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the2
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
一、市场分析
1、星巴克在中国的市场概况
1987年,现任董事长霍华德·舒尔茨〔Howard Schultz〕收购星巴克,从此带着公司跨越了数座业务开展的里程碑。1992年6月,星巴克作为第一家专业咖啡公司成功上市,迅速推动了公司业务增长和品牌开展。目前公司已在北美,拉丁美洲,欧洲,中东和太平洋沿岸37个国家拥有超过12,000多家咖啡店,拥有员工超过117,000人。
长期以来,公司一直致力于向顾客提供最优质的咖啡和其延伸产品及效劳,营造独特的“星巴克体验〞,让全球各地的星巴克店成为人们除了工作场所和生活居所之外温馨舒适的“第三生活空间〞。鉴于星巴克独特的企业文化和理念,公司连续多年被美国?财富?杂志评为“最受尊敬的企业〞。
星巴克看好中国市场的巨大潜力,立志于在中国长期开展,与中国经济共同成长。自1998年进入中国以来,星巴克已在包括香港、台湾和澳门在内的大中华区开设了430多家门店,其中约200家在大陆地区。目前,星巴克已成为了国内咖啡行业的第一品牌。
2、消费者分析
〔1〕目标消费者
根据我们的资料调查和研究,我