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1、華為智能手機(jī)廣告策劃書23指導(dǎo)老師：xxx策劃組長(zhǎng)：xxx組員：xxx目錄引言·····················································3一、市場(chǎng)分析·············································3（一）營(yíng)銷環(huán)境分析·······································3（二）競(jìng)爭(zhēng)狀況分析·······································423（一）消費(fèi)者分析····························
2、·············4（二）產(chǎn)品分析···········································4（三）企業(yè)和競(jìng)爭(zhēng)對(duì)手分析·································6（四）分析總結(jié)···········································7二、廣告策略·············································8（一）廣告目標(biāo)策略·······································8（二）廣告定位策略·········
3、······························8（三）廣告訴求策略·······································923三、廣告創(chuàng)意············································11（一）廣告表現(xiàn)策略······································11（二）廣告創(chuàng)意表現(xiàn)······································12四、廣告媒介策劃········································1
4、3（一）媒介背景分析······································13（二）目標(biāo)消費(fèi)者媒介分析································14（三）媒介策略··········································14五、廣告預(yù)算分配及效果評(píng)估······························1523（一）廣告制作預(yù)算······································16（二）媒體投放預(yù)算·····························
5、·········16（三）廣告效果評(píng)估······································16六、附錄················································16引言手機(jī)最早是美國(guó)科技巨頭摩托羅拉公司發(fā)明的。移動(dòng)電話，通常稱為手機(jī)，早期又有大哥大的俗稱，是可以在較廣范圍內(nèi)使用的便攜式電話終端。目前，已發(fā)展至4G時(shí)代。當(dāng)前，中國(guó)手機(jī)市場(chǎng)出貨量持續(xù)增長(zhǎng)，市場(chǎng)在不斷的擴(kuò)大。全球市場(chǎng)研究機(jī)構(gòu)TrendFroce發(fā)布了2016年第一季度全球智能手機(jī)統(tǒng)計(jì)報(bào)告。報(bào)告顯示，2016年第一季度，全球智能手機(jī)出
6、貨約2.92億部，環(huán)比下降18.6%，同比則下降1.3%。其中三星排名第一，第一季度出貨量達(dá)到8100萬部，市場(chǎng)份額達(dá)到27.8%，蘋果出貨量為4200萬部，市場(chǎng)份額為14.4%。華為的出貨量為2700萬部，市場(chǎng)份額為9.30%，華為手機(jī)要想在市場(chǎng)上繼續(xù)擴(kuò)大份額，需制定合理的廣告策略。一、市場(chǎng)分析（一）營(yíng)銷環(huán)境分析1.宏觀環(huán)境分析（1）政治環(huán)境分析23隨著我國(guó)社會(huì)主義市場(chǎng)經(jīng)濟(jì)制度的不斷完善，華為手機(jī)的市場(chǎng)環(huán)境也在不斷得到改善。各種對(duì)企業(yè)營(yíng)銷影響較大的法律法規(guī)的出臺(tái)和修正，將會(huì)對(duì)手機(jī)銷售提供更多的保證，促進(jìn)華為手機(jī)在市場(chǎng)上的占有率。（2）經(jīng)濟(jì)環(huán)境分析隨著社會(huì)
7、主義市場(chǎng)經(jīng)濟(jì)的不斷發(fā)展與完善，國(guó)內(nèi)經(jīng)濟(jì)不斷飛速發(fā)展。國(guó)民的經(jīng)濟(jì)收入不斷提高，極大的物質(zhì)豐富給智能手機(jī)的迅速發(fā)展提供了可能。作為國(guó)產(chǎn)智能機(jī)，華為當(dāng)然也是受益者之一。中國(guó)經(jīng)濟(jì)步入轉(zhuǎn)型期，互聯(lián)網(wǎng)終端產(chǎn)品的開發(fā)與發(fā)展成為中國(guó)經(jīng)濟(jì)一顆明星。（3）人文環(huán)境分析隨著社會(huì)經(jīng)濟(jì)的發(fā)展，物質(zhì)的極大豐富，人們的生活觀念也悄然發(fā)生改變，不在僅僅停留在實(shí)用，耐用的傳統(tǒng)觀念上，而是在實(shí)用與方便的基礎(chǔ)上追求時(shí)尚。?隨著互聯(lián)網(wǎng)時(shí)代的到來，越來越多的人開始依賴互聯(lián)網(wǎng)終端產(chǎn)產(chǎn)品。（4）技術(shù)環(huán)境分析網(wǎng)絡(luò)通信近幾年的快速發(fā)展，4G通信網(wǎng)絡(luò)的的支持，各大公司研發(fā)推出的智能操作系統(tǒng)、web2.0技術(shù)
8、的發(fā)展，這些都給智能機(jī)的迅速發(fā)展奠定了基礎(chǔ)。同時(shí)隨著各大電商平臺(tái)的
