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1、黔五福蔬菜豬肉干策劃案設(shè)計(jì)黔五福有點(diǎn)意思蔬菜豬肉干廣告策劃書(shū)策劃單位：尚上策文化傳播公司策劃人員：廖玉菡（業(yè)務(wù)主管）段清洋（策劃部長(zhǎng)）侯曉妍（市場(chǎng)調(diào)查部長(zhǎng)）肖世偉（公關(guān)部長(zhǎng)）李勇（美術(shù)設(shè)計(jì)部長(zhǎng)）吳克祥（文案撰寫(xiě)部長(zhǎng)）32黔五福蔬菜豬肉干策劃案設(shè)計(jì)目錄 一、前言·····························4二、市場(chǎng)分析····························4（一）產(chǎn)品分析····························4（二）市場(chǎng)分析····························5（三）企業(yè)經(jīng)營(yíng)狀況分析······················
2、···5（四）消費(fèi)者分析·························6（五）企業(yè)競(jìng)爭(zhēng)狀況分析····························11（六）企業(yè)產(chǎn)品SWOT分析·························11三、廣告策略····························13（一）非媒介策略····························1332黔五福蔬菜豬肉干策劃案設(shè)計(jì)1．產(chǎn)品改進(jìn)策略····························132．價(jià)格策略····························133．產(chǎn)品定位策略··········
3、··················144．促銷(xiāo)策略····························145．渠道策略····························146．公關(guān)策略····························15（二）媒介策略····························161.廣告目標(biāo)····························162.市場(chǎng)細(xì)分····························163.產(chǎn)品定位策略····························174.廣告訴求策略·················
4、···········1732黔五福蔬菜豬肉干策劃案設(shè)計(jì)5.廣告表現(xiàn)策略····························17四、廣告媒介發(fā)布計(jì)劃····························18（一）媒介整體戰(zhàn)略思想·························18（二）媒介投放具體檔期安排·························191．電視媒介·························192.廣播媒介····························193.戶(hù)外公交媒介····························204.戶(hù)外站牌媒介·
5、························215.校園桌貼媒介·························21五、廣告費(fèi)用預(yù)算·························22六、廣告效果預(yù)測(cè)及評(píng)估·························2232黔五福蔬菜豬肉干策劃案設(shè)計(jì)七、附件····························23（一）黔五福有點(diǎn)意思蔬菜豬肉干調(diào)查問(wèn)卷·············23（二）媒介實(shí)施計(jì)劃相關(guān)文案、腳本······················24（三）電視廣告效果評(píng)估反饋問(wèn)卷調(diào)查表··················26（四）小組
6、成員分工及心得體會(huì)·······················27一、?前言貴州五福坊食品有限公司成立于2001年5月18日，是在原國(guó)有企業(yè)貴州肉聯(lián)廠(chǎng)的基礎(chǔ)上改制后組建起來(lái)的民營(yíng)企業(yè)，主營(yíng)豬肉系列食品。黔五福有點(diǎn)意思蔬菜豬肉干是公司上市兩三年的一個(gè)休閑系列產(chǎn)品：品質(zhì)優(yōu)良，口味俱佳，深得人們喜愛(ài)。唯一不足的便是知曉黔五福有點(diǎn)意思蔬菜豬肉干的人群始終是少數(shù)，未能達(dá)到宣傳蔬菜豬肉干，促進(jìn)公司銷(xiāo)售額的目的。再加上原來(lái)定位的狹窄性和銷(xiāo)售渠道的相對(duì)狹小，黔五福有點(diǎn)意思蔬菜豬肉干始終未能發(fā)揮真正的潛力。這次策劃的目標(biāo)就是要擴(kuò)大宣傳，整合銷(xiāo)售網(wǎng)絡(luò)，擴(kuò)大市場(chǎng)占有率。32黔五福蔬菜豬肉干策劃案設(shè)計(jì)我們將通過(guò)設(shè)計(jì)
7、一系列與黔五福有點(diǎn)意思蔬菜豬肉干有關(guān)的問(wèn)卷去調(diào)查來(lái)獲得相關(guān)數(shù)據(jù)，進(jìn)而分析黔五福有點(diǎn)意思蔬菜豬肉干在現(xiàn)階段的市場(chǎng)情況，得出黔五福有點(diǎn)意思蔬菜豬肉干的市場(chǎng)前景和發(fā)展機(jī)會(huì)。并據(jù)此制定出行之有效的廣告戰(zhàn)略。我們廣告策劃書(shū)主要包括：市場(chǎng)分析、品牌定位策略分析、廣告策略、廣告媒介發(fā)布計(jì)劃、公關(guān)營(yíng)銷(xiāo)策略、廣告預(yù)算等主要內(nèi)容。二、?市場(chǎng)分析（一）．產(chǎn)品分析1.就產(chǎn)品本身的衛(wèi)生安全而言，黔五福有點(diǎn)意思蔬菜豬肉干的豬
