东莞红唇服饰广告策划书

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1、东莞红唇服饰广告策划书目录第一部分红唇服饰市场分析一、市场概况（一）、中国服装品牌市场发展历程·······································1（二）、企业市场营销环境中的因素·······································2二、消费者分析1、东莞红唇服饰消费者群体特征·········································22、品牌女装消费者群体特征·············································23、消费者分

2、析总结·····················································3三、产品分析1、产品特征分析······················································32、产品质量分析······················································33、产品价格分析······················································34、市场定位分析············

3、··········································35、销售分析···························································36、分析总结···························································3第二部分红唇服饰广告策略一、广告目标一、目标市场策略······················································4（一）、对原来市场的分析与评析·

4、········································4(二）、市场细分·······················································4（三）、企业的目标市场策略·············································4三、广告定位策略1、定位对象···························································42、产品定位····························

5、·······························4四、广告表现策略（一）、广告主题策略···················································5（二）、广告创意策略···················································5五、广告媒介策略······················································5第三部分广告发布实施计划一、广告发布的目标························

6、····························5二、广告发布的媒介····················································5三、广告发布的时间安排················································5四、其他活动计划······················································5五、广告费用预算··················································

7、····6六、广告效果评估······················································6前言衣、食、住、行是人类生活的四大元素。人们把“衣”放在首位，可见衣服对于我们的重要性。中国人口十四亿，庞大的人口基数本身就组成了一个庞大的服装消费市场。同时随着中国国民收入的不断飞升，在2004年人均GDP超过了1000美元后，中国市场将进入精品消费时代，服装消费将不再仅仅为了满足其最基本的生存需求，将向更高的心理需求、自我满足需求跃进，特别是几千万人口跨入中产阶级后，其对反映自身社会地位和品位的服饰的

8、需求将越来越迫切，将成就一批抓住了该阶层需求的服装品牌，而我们红唇服饰的目的就是在大潮流的波浪中将我们的产品精品化和个性化，以时尚、优雅、舒适满足该阶级将为“红唇服饰”塑造独特的市场形象，并以