3.3.4.4 促销策略 ...........................................................................................................26
第四章 消费者分析 .............................................................................................................................27
4.1 从影响消费者购买行为的因素分析 ....................................................................................28
4.1.1 文化因素 ......................................................................................................................28
4.1.2 社会因素 ......................................................................................................................29
4.1.3 个人因素 ......................................................................................................................30
4.1.4 心理因素 ......................................................................................................................30
4.2 从购买决策过程分析 .............................................................................................................31
4.2.1 认识需要 ......................................................................................................................31
4.2.2 收集信息 ......................................................................................................................32
4.2.3 评价方案 ......................................................................................................................32
4.2.4 购买决策 ......................................................................................................................33
4.2.5 购后行为 ......................................................................................................................33
第五章 市场调查的分析 .....................................................................................................................34
5.1 对问卷的基本说明 .................................................................................................................34
5.2 被调查者基本信息 .................................................................................................................35
5.3 太阳镜市场中消费者心理和消费者行为的相关分析..........................................................37
5.4 针对保圣品牌相关问题的调查 .............................................................................................43
5.5 期望感知分析 .........................................................................................................................46
第六章 营销策划方案 .......................................................................................................................47
6.1 广告营销.................................................................................................................................47
6.1.1 前言..............................................................................................................................47
6.1.2 具体广告策划 ..............................................................................................................48
6.1.2.1 电视广告宣传 ...................................................................................................48
6.1.2.2 报纸杂志宣传 ...................................................................................................52
6.1.2.3 网络宣传 ...........................................................................................................52
6.1.2.4 海报宣传 ...........................................................................................................52
6.1.2.5 特色宣传 ...........................................................................................................52
6.2 公益营销.................................................................................................................................53
6.2.1 活动一：拥抱阳光------保圣在行动 ...........................................................................53
6.2.2 活动二：“守护双眼，有保圣”太阳镜知识普及知识大赛。.................................54
6.3 主题营销.................................................................................................................................55
6.3.1 推广主题一：润物细无声——经典、沉稳、书法、弹性........................................56
6.3.2 推广主题二：淡妆浓抹总相宜——奢华、高贵、混搭、小清新...........................57
6.3.3 推广主题三：——安全、舒适 ...................................................................................59
6.3.4 推广主题四： ——不停的脚步，永远的追逐 ........................................................60
6.4 具体活动方案 .........................................................................................................................62
6.4.1 校园情侣营销方案 ......................................................................................................62
6.4.2 眼镜设计大赛 ..............................................................................................................65
6.4.3 网络团购 ......................................................................................................................67
6.4.4“阳光·笑脸·太阳镜”户外风采大赛 ...................................................................68
结束语...................................................................................................................................................69
附录：调查问卷...................................................................................................................................70
