【正文】 I / 31目 錄前言 .............................................................................................................................................11 企業(yè)簡介 ...............................................................................................................................2 企業(yè)概況 .........................................................................................................................2 當前營銷狀況分析 .........................................................................................................2 本次廣告任務(wù) .................................................................................................................22 營銷環(huán)境分析 .......................................................................................................................3 市場概況 .........................................................................................................................3 營銷環(huán)境中宏觀制約因素 ......................................................................................3 營銷環(huán)境的微觀制約因素 ......................................................................................6 市場概況 ..................................................................................................................7 營銷環(huán)境分析總結(jié) ..................................................................................................9 產(chǎn)品分析 .......................................................................................................................12 產(chǎn)品的性能 ............................................................................................................12 產(chǎn)品的質(zhì)量 ............................................................................................................12 生產(chǎn)工藝 ................................................................................................................13 產(chǎn)品的外觀與包裝 ................................................................................................13 產(chǎn)品的品牌形象分析 ............................................................................................13 消費行為分析 ...............................................................................................................14 消費者的總體消費態(tài)勢 ........................................................................................14 現(xiàn)有消費者分析 ....................................................................................................14 潛在消費者 ............................................................................................................15 消費者分析的總結(jié) ................................................................................................15 競爭分析 .......................................................................................................................17 青島啤酒遼寧市場地位 ........................................................................................17 主要競爭對手分析 ................................................................................................17 媒體分析 .....................................................................................................................193 廣告策略 .............................................................................................................................21 廣告目標 .......................................................................................................................21 市場目標 ................................................................................................................21II / 31 傳播目標 ................................................................................................................21 態(tài)度及行為目標 ....................................................................................................21 廣告對象及分期 ...........................................................................................................21 廣告定位 .......................................................................................................................22 各階段目標及主題 .....................................................................................................22 主要媒體策略 ...............................................................................................................22 媒體所要達到的目標 ............................................................................................22 媒介選擇標準 ........................................................................................................23 所選媒介 ................................................................................................................23 媒介整體傳播策略 ................................................................................................23 各媒介具體廣告計劃 ............................................................................................234 具體方案 .............................................................................................................................24 活動概述 .......................................................................................................................24 類型及內(nèi)容 ...................................................................................................................24 實施方案 .......................................................................................................................24 高端場所類活動 ..................................................................................................24 終端銷售類活動 ....................................................................................................255 預(yù)算 .....................................................................................................................................281 / 31前言酒是中華民族優(yōu)秀飲食文化中的重要組成部分，白酒、啤酒、紅酒等酒類一直是我國大部分地區(qū)居民日常飲食中的一部分。隨著人們生活節(jié)奏的不斷加快，人們的飲食生活也被深深地打上了時代的烙印，健康、美味和高檔的啤酒迅速適應(yīng)了時代發(fā)展的要求。經(jīng)過近幾年的快速發(fā)展，目前我國已成為世界上最大的啤酒生產(chǎn)國和銷售國。青島啤酒有限