蝶欧饰品有限公司广告策划方案.docx

蝶欧饰品有限公司广告策划方案

第一篇：蝶欧饰品有限公司广告策划方案蝶欧饰品有限公司广告策划方案策划人：张琳君2012年10月22日目录一前言·····················································································3二市场分析·············································································3（一）宏观环境分析··························································3（二）竞争对手分析··························································3（三）产品分析··································································3三市场策略·············································································4（一）营销目标··································································4（二）广告目标··································································4四广告表现·············································································4（一）广告诉求对象··························································4（二）广告主题··································································4（三）广告创意··································································5五广告媒介·············································································5六广告预算·············································································5七广告效果评估·····································································5（一）广播收听率的评估··················································5（二）电视广告的千人成本评估······································6（三）市场占有率评估······················································6一前言深圳市蝶欧饰品经营有限公司是原丹麦知名女饰品牌FORMIA（芳美亚）在中国大陆的总运营商，从90年代至今超过15年历史，并在大陆引进了欧洲的设计师和设计工厂。FORMIA(芳美亚)创建于1928年，曾为丹麦皇剧院及欧洲皇室提供御用设计，上个世纪八十年代末开始，FRMIA(芳美亚)逐渐把目光转向时尚白领女性。“旧时王谢堂前燕，飞入寻常百姓家”，短短几年里，FORMIA(芳美亚)已在世界各地设有近百家特许经营店，深受全球女性的青睐。二市场分析（一）宏观环境分析宏观环境：目前中国的饰品市场国外品牌较少，而国内的知名品牌也并不多，大多都是无品牌的零散小型“作坊”制作的流入市场。只有一些一线城市有品牌饰品可供顾客选购。行业分析：在目前看来消费的排头兵依然是女性。再加上女性的审美意识不断提高，对美的追求也越来越高。所以，饰品行业的发展前景依然会持续走高。（二）竞争对手分析像啊呀呀等饰品品牌主要是针对20岁以下的女生。基本上是可爱、甜美的风格。并且其产品不是特别丰富。而蝶欧主要以典雅、高贵、时尚为设计风格。主要针对20岁以上的气质女性。并且产品多样化。（三）产品分析新产品特点描述蝶欧是新一代女性时尚生活的诠释，蝶欧紧跟时尚潮流及市场最新动态，自然融入流行与典雅、高贵时尚的设计，尽善尽美的制作工艺，演绎出女性时尚不失高贵的品味。新产品核心利益点蝶欧的前身曾为丹麦皇剧院及欧洲皇室提供御用