converse品牌營(yíng)銷策劃書_如何書寫新品牌的營(yíng)銷策劃方案_新的品牌營(yíng)銷策劃書如何撰寫-展示頁(yè)
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【正文】 .......................................................................................... 4 (一 )當(dāng)前市場(chǎng)狀況及市場(chǎng)前景分析 ............................................................................. 4 品牌在現(xiàn)實(shí)市場(chǎng)中的表現(xiàn)如何 ....................................................................... 4 市場(chǎng)成長(zhǎng)狀況，品牌目前的知名度、影響力 .................................................. 5 消費(fèi)者的接受性 ............................................................................................ 6 （二）對(duì)品牌影響因素進(jìn)行分析 ................................................................................ 6 經(jīng)濟(jì)環(huán)境 ...................................................................................................... 6 人口環(huán)境 ...................................................................................................... 7 社會(huì)文化環(huán)境 ............................................................................................... 7 科學(xué)技術(shù)環(huán)境 ............................................................................................... 7 消費(fèi)者分析 ................................................................................................... 7 三、市場(chǎng)機(jī)會(huì)與問(wèn)題分析 ................................................................................................. 8 （一）針對(duì)產(chǎn)品品牌目前營(yíng)銷現(xiàn)狀進(jìn)行問(wèn)題分析 ....................................................... 8 品牌的核心價(jià)值問(wèn)題 ..................................................................................... 8 品牌形象老化問(wèn)題 ........................................................................................ 9 品牌重新定位 ............................................................................................... 9 品牌文化如何表現(xiàn)的問(wèn)題 ............................................................................ 10 廣告宣傳核心問(wèn)題 .......................................................................................11 （二）品牌特點(diǎn)分析優(yōu)、劣勢(shì) ..................................................................................11 品牌優(yōu)勢(shì) .....................................................................................................11 品牌劣勢(shì) .................................................................................................... 12 品牌機(jī)會(huì) .................................................................................................... 12 品牌威脅 .................................................................................................... 12 四、品牌營(yíng)銷目標(biāo) .......................................................................................................... 12 五、品牌營(yíng)銷戰(zhàn)略（具體行銷方案） .............................................................................. 13 （一）品牌定位 ...................................................................................................... 13 （二）品牌設(shè)計(jì) ...................................................................................................... 13 名稱設(shè)計(jì) .................................................................................................... 13 標(biāo)志設(shè)計(jì) .................................................................................................... 13 （三）品牌個(gè)性 ...................................................................................................... 14 （四）品牌形象 ...................................................................................................... 14 品牌形象的概述 .......................................................................................... 14 品牌形象的構(gòu)成 .......................................................................................... 14 品牌形象的塑造 .......................................................................................... 16 （五）品牌傳播 ...................................................................................................... 16 六、品牌資產(chǎn) ................................................................................................................. 18 七、方案調(diào)整 ................................................................................................................. 18 [鍵入文字 ] 第 3 頁(yè) 共 22 頁(yè) 前言 隨著 運(yùn)動(dòng)市場(chǎng) 的快速發(fā)展及中國(guó)加入 WTO， 運(yùn)動(dòng)消費(fèi)成為居民消費(fèi)的一個(gè)新熱點(diǎn) 。 運(yùn)動(dòng)鞋市場(chǎng)競(jìng)爭(zhēng)已日趨白熱化。企業(yè)要想在競(jìng)爭(zhēng)如此激烈的市場(chǎng)上長(zhǎng)久立足，就必須加強(qiáng)品牌知名度和美譽(yù)度的培育。 在國(guó)際品牌的
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