华为手机广告策划

华为手机广告策划

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时间:2018-10-04

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1、华为智能手机广告策划书23指导老师:xxx策划组长:xxx组员:xxx目录引言·····················································3一、市场分析·············································3(一)营销环境分析·······································3(二)竞争状况分析·······································423(一)消费

2、者分析·········································4(二)产品分析···········································4(三)企业和竞争对手分析·································6(四)分析总结···········································7二、广告策略·············································8(一)广告

3、目标策略·······································8(二)广告定位策略·······································8(三)广告诉求策略·······································923三、广告创意············································11(一)广告表现策略······································11(二)广告

4、创意表现······································12四、广告媒介策划········································13(一)媒介背景分析······································13(二)目标消费者媒介分析································14(三)媒介策略··········································14五、广告预算分配及效

5、果评估······························1523(一)广告制作预算······································16(二)媒体投放预算······································16(三)广告效果评估······································16六、附录················································16引言手机最早是美国科技巨

6、头摩托罗拉公司发明的。移动电话,通常称为手机,早期又有大哥大的俗称,是可以在较广范围内使用的便携式电话终端。目前,已发展至4G时代。当前,中国手机市场出货量持续增长,市场在不断的扩大。全球市场研究机构TrendFroce发布了2016年第一季度全球智能手机统计报告。报告显示,2016年第一季度,全球智能手机出货约2.92亿部,环比下降18.6%,同比则下降1.3%。其中三星排名第一,第一季度出货量达到8100万部,市场份额达到27.8%,苹果出货量为4200万部,市场份额为14.4%。华为的出货

7、量为2700万部,市场份额为9.30%,华为手机要想在市场上继续扩大份额,需制定合理的广告策略。一、市场分析(一)营销环境分析1.宏观环境分析(1)政治环境分析23随着我国社会主义市场经济制度的不断完善,华为手机的市场环境也在不断得到改善。各种对企业营销影响较大的法律法规的出台和修正,将会对手机销售提供更多的保证,促进华为手机在市场上的占有率。(2)经济环境分析随着社会主义市场经济的不断发展与完善,国内经济不断飞速发展。国民的经济收入不断提高,极大的物质丰富给智能手机的迅速发展提供了可能。作为国

8、产智能机,华为当然也是受益者之一。中国经济步入转型期,互联网终端产品的开发与发展成为中国经济一颗明星。(3)人文环境分析随着社会经济的发展,物质的极大丰富,人们的生活观念也悄然发生改变,不在仅仅停留在实用,耐用的传统观念上,而是在实用与方便的基础上追求时尚。 随着互联网时代的到来,越来越多的人开始依赖互联网终端产产品。(4)技术环境分析网络通信近几年的快速发展,4G通信网络的的支持,各大公司研发推出的智能操作系统、web2.0技术的发展,这些都给智能机的迅速发展奠定了基础。同时随着各大电商平台的

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