【正文】 .............................664 產(chǎn)品的 SWOT 分析 ........................................................................................................................675 新產(chǎn)品開發(fā)的實施 .........................................................................................................................67四、 企業(yè)及其競爭者分析 ...................................................................................................................681 企業(yè)在競爭中的地位 .....................................................................................................................682 企業(yè)市場占有率 .............................................................................................................................693 企業(yè)的競爭對手 .............................................................................................................................69 燕京啤酒 .................................................................................................................................69 青島啤酒 .................................................................................................................................71 藍帶啤酒 .................................................................................................................................71 華潤 .........................................................................................................................................72 競爭對手廣告分析 .................................................................................................................734 自身區(qū)域市場分析 .........................................................................................................................74 南海啤酒市場三大特點 .........................................................................................................74 主要競爭珠江啤酒在南海市場的六大優(yōu)勢。 .....................................................................755 競爭態(tài)勢總結 .................................................................................................................................75中篇：廣告策略和計劃 .........................................................................................................................76五、 廣告的策略 ...................................................................................................................................761 廣告目標 .........................................................................................................................................764 / 105 企業(yè)的目標 .............................................................................................................................76 本次廣告的目的： .................................................................................................................762 目標市場市場策略 .........................................................................................................................76 市場細分 .................................................................................................................................76 本次廣告的目標市場 ............................................................................................................77 企業(yè)的目標市場策略 .............................................................................................................773 產(chǎn)品定位策略 .................................................................................................................................78 定位前提 .................................................................................................................................78 定位機會點 .............................................................................................................................78 定位表述 .................................................................................................................................784 廣告訴求策略 .................................................................................................................................78 訴求對象： .............................................................................................................................78 訴求重點： .............................................................................................................................79 訴求方法： .............................................................................................................................79六、 銷售促進的策略 ...........................................................................................................................801 消費者促進工具 .............................................................................................................................802 交易促銷工具 .................................................................................................................................813 公關與宣傳的實施 .........................................................................................................................824 人員推銷的實施 .............................................................................................................................83七、 廣告表現(xiàn)策略 ...............................................................................................................................841 電視廣告文案 .................................................................................................................................84 豪情篇（ 20 秒） ....................................................................................................................84 老伴篇（ 15 秒） ....................................................................................................................85 劃拳篇（ 20 秒） ....................................................................................................................86 情感篇（ 15 秒） ....................................................................................................................862 平面廣告文案 ..............................................................................................................................