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1、腦白金廣告策劃案班級(jí)：藥營(yíng)（3）班學(xué)號(hào)：010411313姓名：袁振2012/12/1415目錄1、前言·····························································2、市場(chǎng)分析·······················································（1）保健品中國(guó)市場(chǎng)品牌發(fā)展歷程································（2）現(xiàn)有市場(chǎng)競(jìng)爭(zhēng)格局發(fā)展·······································（3）消費(fèi)者分析·················
2、··································（4）市場(chǎng)發(fā)展趨勢(shì)分析············································3、產(chǎn)品分析························································（1）自身產(chǎn)品特點(diǎn)·················································（2）對(duì)手產(chǎn)品特點(diǎn)·················································154、銷售與廣告分析·····················
3、···························5、企業(yè)營(yíng)銷戰(zhàn)略···················································（1）企業(yè)目標(biāo)······················································（2）市場(chǎng)策略······················································6、企業(yè)廣告策劃···················································（1）廣告目標(biāo)·························
4、·····························（2）廣告對(duì)象和市場(chǎng)···············································（3）廣告策劃主題·················································（4）廣告創(chuàng)意設(shè)計(jì)·················································157、廣告媒介策略···················································（1）公共關(guān)系策略···························
5、·····················（2）廣告效果預(yù)測(cè)················································（3）評(píng)估·························································（4）實(shí)施·························································（5）策略·························································前言15上海健特生物科技有限公司是一家從事保健食品、化學(xué)合成藥品和生物
6、工程制品的研發(fā)、生產(chǎn)和營(yíng)銷的民營(yíng)高科技企業(yè)，于1999年7月在上海徐匯區(qū)注冊(cè)成立，擁有200多個(gè)家辦事處和一家通過(guò)國(guó)家藥品GMP認(rèn)證的藥廠。腦白金于1997年上市，1999年被健特收購(gòu)，目前該產(chǎn)品進(jìn)入保健品市場(chǎng)已經(jīng)有13個(gè)年頭?，F(xiàn)正處于產(chǎn)品的發(fā)展-成熟期，面臨著保健品市場(chǎng)激烈的競(jìng)爭(zhēng)壓力，固有消費(fèi)者的部分流失以及潛在消費(fèi)者的認(rèn)知度較低。為解決腦白金當(dāng)前所面臨的問(wèn)題，本公司秉著認(rèn)真嚴(yán)謹(jǐn)?shù)膽B(tài)度，根據(jù)調(diào)查信息的反饋以及目前保健品市場(chǎng)的發(fā)展態(tài)勢(shì)，借著新春佳節(jié)這一發(fā)展契機(jī)，特進(jìn)行本次廣告策劃。1、市場(chǎng)分析-保健品中國(guó)品牌發(fā)展歷程(一)保健品中國(guó)市場(chǎng)品牌發(fā)展歷程中國(guó)保健品市場(chǎng)的發(fā)展歷史的二十年經(jīng)歷的四個(gè)階
7、段：第一個(gè)階段：（90年到98年）保健品新生進(jìn)入。當(dāng)時(shí)的代表產(chǎn)品有太陽(yáng)神口服液、振華八五一、長(zhǎng)壽長(zhǎng)樂(lè)補(bǔ)酒、紅桃K等等。到了96年的三株口服液到了頂峰，年銷售80億元，上述的任何一般產(chǎn)品高峰期一年都在五億以上的市場(chǎng)份額。但是隨著三株常德事件的爆發(fā)，曾經(jīng)的保健市場(chǎng)的巨人幾個(gè)月時(shí)間轟然倒下，但是卻開(kāi)啟了一個(gè)新的營(yíng)銷模式的開(kāi)始，那就是過(guò)去以企業(yè)需求為導(dǎo)向的銷售方向改向了以研究消費(fèi)者心理需求為導(dǎo)向的營(yíng)銷模式，倡導(dǎo)溝通和
