資源描述：
《東莞紅唇服飾廣告策劃書》由會員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在行業(yè)資料-天天文庫。
1、東莞紅唇服飾廣告策劃書目錄第一部分紅唇服飾市場分析一、市場概況（一）、中國服裝品牌市場發(fā)展歷程·······································1（二）、企業(yè)市場營銷環(huán)境中的因素·······································2二、消費(fèi)者分析1、東莞紅唇服飾消費(fèi)者群體特征·········································22、品牌女裝消費(fèi)者群體特征·············································23、消費(fèi)者分
2、析總結(jié)·····················································3三、產(chǎn)品分析1、產(chǎn)品特征分析······················································32、產(chǎn)品質(zhì)量分析······················································33、產(chǎn)品價(jià)格分析······················································34、市場定位分析············
3、··········································35、銷售分析···························································36、分析總結(jié)···························································3第二部分紅唇服飾廣告策略一、廣告目標(biāo)一、目標(biāo)市場策略······················································4（一）、對原來市場的分析與評析·
4、········································4(二）、市場細(xì)分·······················································4（三）、企業(yè)的目標(biāo)市場策略·············································4三、廣告定位策略1、定位對象···························································42、產(chǎn)品定位····························
5、·······························4四、廣告表現(xiàn)策略（一）、廣告主題策略···················································5（二）、廣告創(chuàng)意策略···················································5五、廣告媒介策略······················································5第三部分廣告發(fā)布實(shí)施計(jì)劃一、廣告發(fā)布的目標(biāo)························
6、····························5二、廣告發(fā)布的媒介····················································5三、廣告發(fā)布的時(shí)間安排················································5四、其他活動計(jì)劃······················································5五、廣告費(fèi)用預(yù)算··················································
7、····6六、廣告效果評估······················································6前言衣、食、住、行是人類生活的四大元素。人們把“衣”放在首位，可見衣服對于我們的重要性。中國人口十四億，龐大的人口基數(shù)本身就組成了一個(gè)龐大的服裝消費(fèi)市場。同時(shí)隨著中國國民收入的不斷飛升，在2004年人均GDP超過了1000美元后，中國市場將進(jìn)入精品消費(fèi)時(shí)代，服裝消費(fèi)將不再僅僅為了滿足其最基本的生存需求，將向更高的心理需求、自我滿足需求躍進(jìn)，特別是幾千萬人口跨入中產(chǎn)階級后，其對反映自身社會地位和品位的服飾的
8、需求將越來越迫切，將成就一批抓住了該階層需求的服裝品牌，而我們紅唇服飾的目的就是在大潮流的波浪中將我們的產(chǎn)品精品化和個(gè)性化，以時(shí)尚、優(yōu)雅、舒適滿足該階級將為“紅唇服飾”塑造獨(dú)特的市場形象，并以
