【正文】 33 項(xiàng)目?jī)r(jià)格定位目標(biāo)提要 .......................................................................................................................................... 33 價(jià)格定位策略 .......................................................................................................................................................... 34 項(xiàng)目總體均 價(jià)、起價(jià)、最高價(jià)定位參考建議 ....................................................................................................... 35 付款方式建議 .......................................................................................................................................................... 35 價(jià)格定位簡(jiǎn)要說(shuō)明及動(dòng)態(tài)價(jià)格調(diào)整建議 ............................................................................................................... 36 營(yíng)銷策略核心目標(biāo) ......................................................................................................................................................39 品牌定位 .....................................................................................................................................................................40 品牌定位的標(biāo)準(zhǔn)和要求 ....................................................................................................................................... 40 品牌定位的立體分析 ........................................................................................................................................... 41 本項(xiàng)目的品牌定位 ............................................................................................................................................... 43 定位概述 .....................................................................................................................................................................46 項(xiàng)目案名及分析 ........................................................................................................................................................... 49 項(xiàng)目案名 ..................................................................................................................................................................49 產(chǎn)品核心賣點(diǎn)提升 ........................................................................................................................................................ 51 傳播策略 ....................................................................................................................................................................... 52 傳播所能達(dá)到的效果 ...............................................................................................................................................52 傳播策略制定的依據(jù) ...............................................................................................................................................53 確定傳播策略 ...........................................................................................................................................................56 媒介策略 ....................................................................................................................................................................... 57 媒介組合 ..................................................................................................................................................................57 目標(biāo)消費(fèi)者媒介接觸習(xí)慣分析 ...............................................................................................................................58 媒介策略的確定 .......................................................................................................................................................62 宣傳推廣 ....................................................................................................................................................................... 64 推廣階段的劃分 .......................................................................................................................................................64 各階段推廣計(jì)劃 .......................................................................................................................................................65 ....................................................................................................................................................................... 68 ............................................................................................................................................................. 76 公關(guān)活動(dòng) ................................................................................................................................................................76 促銷活動(dòng) ................................................................................................................................................................77 廣告推廣及品牌塑造總預(yù)算比例 ..............................................................................................................................82 廣告預(yù)算分配 .....................................................