新款SUV车型“昂科威”网络广告策划书.doc
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2022-07-14
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1
目录
一．前言 ....................................................................................................1
二．市场环境分析 ....................................................................................3
(1）黄冈别克的市场分析...................................................................3
（2）竞争对手分析 ............................................................................3
(3)SWOT 分析 .....................................................................................4
1。优势 ..........................................................................................4
2。劣势 ..........................................................................................4
3.机会 .............................................................................................4
4.威胁 .............................................................................................4
（4)市场前景分析...............................................................................4
（5）消费者分析 ................................................................................5
1、消费者的总体消费态势 ..........................................................5
2、第一类消费者 ..........................................................................6
3。第二类消费者 ..........................................................................6
三、产品分析 ............................................................................................6
(1）昂科威的特点：...........................................................................8
（2）昂科威的定位 ............................................................................8
四、广告战略 ............................................................................................9
五、广告策略 ............................................................................................9
1。广告主题 ........................................................................................9
2．广告内容 ........................................................................................9
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