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市场营销策划案

正新鸡排广告推广策划方案

院（系） 经济管理与法学学院 班 级 12市场营销四班 小组成员 江惠惠 吕宋婷 张楚伊

学 号 12015131、12015134、12015151

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目 录

前言

1企业背景 ································· 4 2 广告推广目标 ······························· 4

2.1广告推广目的 ···························· 4 2.2广告推广对象 ···························· 4 3市场调查分析 ······························· 5

3.1市场分析 ······························ 5

3.1.1正新鸡排市场环境分析 ····················· 5 3.1.2正新鸡排市场前景 ······················· 6 3.1.3 营销环境分析与总结 ······················ 7 3.2消费者分析 ····························· 9

3.2.1现有的消费时尚 ························ 9 3.2.2现有的消费者分析 ······················· 9 3.2.3消费者具体观点分析 ····················· 10 3.3产品分析 ····························· 12

3.3.1内部分析 ·························· 12 3.3.2外部分析 ·························· 12 3.4竞争者分析 ···························· 12

3.4.1潜在竞争者 ························· 12 3.4.2产业竞争者 ························· 12

4广告方案策划 ······························ 13

4.1广告目标 ····························· 13 4.2广告区域 ····························· 13 4.3广告主题 ····························· 14 4.4广告形式 ····························· 14 5广告计划实施 ······························ 14

5.1内部方案 ····························· 14 5.2外部方案 ····························· 14 6广告预测效果 ······························ 15 7广告预算 ································ 15 8结束语 ································· 17 9附录1·································· 17 附录2 ································· 19

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前 言

现在人们会利用假日进行旅游、聚会、社交等各种休闲活动，这时小吃往往是人们必会选择的美食之一。如果经营者能充分利用假日的休闲消费策划一个好的广告推广主题，必然会给企业带来好的经济效益。就目前经营中的正新来看，主打品之一的鸡排是以较为单一的美食派系为主题进行经营，经营优势并不明显。而其中，值得关注的是，正新加盟店促销活动深受消费者青睐，经营管理优势明显。因此，应把此内容列为本次策划工作当中的竞争点。若在管理优势、促销活动优势、综合性优势等为主要卖点展开广告营销工作，抓住元旦这一时机，必将掀起饮食消费的热潮。为了迅速占据巢湖市场，提高正新鸡排在巢湖的知名度，赢得广大消费者的信任和认可，实现长久生意兴隆的目的，为达到此目的特拟定此方案。

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