沃尔沃广告词.docx
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沃尔沃广告词.docx
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沃尔沃广告词
沃尔沃汽车广告策划书
2012/6/22
绪
论..................................................................
...............................................................5
上篇.市场分
析..................................................................
................................................7
1.营销环境分
析.........................................................
.......................................................7
1.1宏观环境分
析.........................................................
.............................................7
1.1.1总的经济形
势........................................................
.....................................7
1.1.2总的消费态
势..................................................................
...........................8
1.2营销环境中宏观因素的制
约.........................................................
........................8
1.2.1企业市场形
势..................................................................
...........................8
1.2.2中国汽车总的消费态
势..................................................................
...........14
1.2.3产业发展的政
策.................................................................
......................15
1.3中国汽车市场概
况.........................................................
....................................15
1.3.1中国汽车市场现
状..................................................................
15..................
1.3.2中国汽车市场的构
成.................................................................
...............17
1.3.3沃尔沃汽车主要的竞争对
手..................................................................
....20
1.4营销环境总分
析.........................................................
........................................20
1.4.1市场分
析..................................................................
................................20
1.4.2市场威
胁..................................................................
................................21
1.4.3企业在市场中的优
势.................................................................
...............21
1.4.4企业品牌优
势..................................................................
.........................22
1.4.5企业品牌劣
势..................................................................
.........................22
2.消费者分
析.........................................................
........................................................22
3.1消费者的总体消费态
势.........................................................
......................22
3.1.1现有的消费时
尚.......................................................
.........................22
2.1.2各种消费者购买汽车的观
念...............................................................23
4.2现有消费者构成分
析.........................................................
24..........................
4.1.1现有消费者总
量.......................................................
.........................24
4.2.2现有消费者年
龄.......................................................
.........................24
4.3.3现有消费者职
业.......................................................
.........................24
4.4.4现有消费者受教育程
度........................................................
..............24
4.5.5现有消费者分
布.......................................................
.........................24
5.3现有消费者行为分
析.........................................................
..........................25
5.1.1消费者的购买动
机........................................................
.....................25
5.1.1.1感情动
机.....................................................
............................25
2.3.1.2.理智动
机.................................................................
................25
2.3.1.3其他动
机.................................................................
................26
5.2.2消费者购买状
况.......................................................
.........................26
5.2.1.1获得信息来
源.....................................................
.....................26
5.2.2.2购买决定
者......................................................
27........................
5.2.3.3购买国产还是进
口.....................................................
..............27
5.3.3现有消费者的态
度........................................................
.....................27
5.3.1.1对产品的喜
好.....................................................
.....................27
5.3.2.2对品牌的认知程
度.....................................................
..............27
5.3.3.3购买后的满意程
度.....................................................
..............28
5.3.4.4购买的偏好程
度......................................................
.................28
5.4.4消费者心理分
析.......................................................
.........................29
6.4潜在消费者分
析.........................................................
.................................31
6.1.1潜在消费者的特点分
析........................................................
..............31
6.2.2潜在消费者被本品牌吸引的可能
性....................................................39
6.3.3潜在消费者购买本品牌产品的可能
性.................................................40
3产品分
析.................................................................
....................................................40
7.1产品特征分
析.........................................................
40...........................................
7.1.1产品质量分
析........................................................
...................................40
3.1.2产品价格分
析..................................................................
.........................41
3.1.3产品定
位..................................................................
................................42
8.2产品品牌形象分
析.........................................................
....................................42
9.3新产品的研
发.........................................................
...........................................42
10.企业和竞争对手的竞争状况分
析.........................................................
.........................42
11.1企业在竞争中的地
位.........................................................
.................................42
12.2企业的主要竞争对
手.........................................................
.................................43
13.3竞争对手概
况.........................................................
...........................................43
14.4竞争对手广告分
析.........................................................
....................................44
4.4.1表格分
析..................................................................
................................44
4.4.2竞争对手广告诉
求..................................................................
..................45
15.5和竞争对手的优
劣.........................................................
45....................................
4.5.1竞争对手的优
势.................................................................
......................45
4.5.2竞争对手的劣
势.................................................................
......................46
16.6总体竞争格局分
析.........................................................
....................................46
中篇.广告策
略..................................................................
..............................................46
1.广告目
标.........................................................
............................................................
46
1.1企业的目
标.........................................................
...............................................46
1.2本次广告的目
标.........................................................
........................................46
2.目标市场策
略.........................................................
.....................................................47
3.1细分市
场.........................................................
..................................................47
4.2本次广告的目标市
场.........................................................
.................................47
5.3企业的目标市场策
略.........................................................
.................................47
6.产品定位策
略.........................................................
.....................................................47
7.1定位前
提.........................................................
47...........................................
8.2定位表
述.........................................................
...........................................48
9.广告诉求策
略.........................................................
.....................................................48
10.1广告诉求对
象.........................................................
...........................................48
11.1诉求重
点.........................................................
..................................................48
12.3广告诉求方
法.........................................................
...........................................48
13.广告表现策
略.........................................................
.....................................................49
14.1平面广
告.........................................................
..................................................49
15.2电视广
告.........................................................
..................................................49
16.广告媒体策
略.........................................................
.....................................................50
17.1平面广告媒体策
略..................................
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