資源描述：
《腦白金廣告策劃案》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在行業(yè)資料-天天文庫。
1、腦白金廣告策劃案班級：電商一班學(xué)號：1505015姓名：蔣松海2012/12/1415目錄1、前言·····························································2、市場分析·······················································（1）保健品中國市場品牌發(fā)展歷程································（2）現(xiàn)有市場競爭格局發(fā)展·······································（3
2、）消費者分析···················································（4）市場發(fā)展趨勢分析············································3、產(chǎn)品分析························································（1）自身產(chǎn)品特點·················································（2）對手產(chǎn)品特點································
3、·················154、銷售與廣告分析················································5、企業(yè)營銷戰(zhàn)略···················································（1）企業(yè)目標(biāo)······················································（2）市場策略······················································6、企業(yè)廣告策劃········
4、···········································（1）廣告目標(biāo)······················································（2）廣告對象和市場···············································（3）廣告策劃主題·················································（4）廣告創(chuàng)意設(shè)計·············································
5、····157、廣告媒介策略···················································（1）公共關(guān)系策略················································（2）廣告效果預(yù)測················································（3）評估·························································（4）實施···························
6、······························（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)合成藥品和生物工程制品的研發(fā)、生產(chǎn)和營銷的民營高科技企業(yè)，于1999年7月在上海徐匯區(qū)注冊成立，擁有200多個家辦事處和一家通過國家藥品GMP認證的藥廠。腦白金于1997年上市，1999年被健特收購，目前該產(chǎn)品進入保健品市場已經(jīng)有13個年頭。現(xiàn)正處于產(chǎn)品的發(fā)展-成熟期，面臨著保健品市場激烈的競爭壓力，固有
7、消費者的部分流失以及潛在消費者的認知度較低。為解決腦白金當(dāng)前所面臨的問題，本公司秉著認真嚴謹?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的發(fā)展態(tài)勢，借著新春佳節(jié)這一發(fā)展契機，特進行本次廣告策劃。1、市場分析-保健品中國品牌發(fā)展歷程(一)保健品中國市場品牌發(fā)展歷程中國保健品市場的發(fā)展歷史的二十年經(jīng)歷的四個階段：第一個階段：（90年到98年）保健品新生進入。當(dāng)時的代表產(chǎn)品有太陽神口服液、振華八五一、長壽長樂補酒、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份額。但是隨著三株常德事件的
8、爆發(fā)，曾經(jīng)的保健市場的巨人幾個月時間轟然倒下，但是卻開啟了一個新的營銷模式的開始，那就是過去以企業(yè)需求為導(dǎo)向的銷售方向改向了以研究消費者心理需求為導(dǎo)向的營銷模式，倡導(dǎo)溝通和滿足，
