【正文】 .......................................................................10 電視廣告 ...........................................................................................................10 戶外 POP 廣告 ..................................................................................................11 廣告的投放 .............................................................................................................13 廣告的效果調(diào)查 .....................................................................................................14 存在的主要問題 .....................................................................................................183 黃金酒市場環(huán)境分析 ...................................................................................................19 中國白酒市場分析 .................................................................................................19 市場概況 ..........................................................................................................19 行業(yè)發(fā)展影響因素 ...........................................................................................19 主要生產(chǎn)廠家 ...................................................................................................20 中國保健品市場 .....................................................................................................21 市場概況 ..........................................................................................................21 行業(yè)發(fā)展影響因素 ...........................................................................................22 主要生產(chǎn)廠家 ...................................................................................................23 黃金酒 SWOT 分析 ................................................................................................23 內(nèi)部優(yōu)勢 ...........................................................................................................23 內(nèi)部弱點 ...........................................................................................................24 外部機會 ...........................................................................................................24 外部威脅 ...........................................................................................................25 小結(jié) .........................................................................................................................254 黃金酒廣告定位策略研究 ...........................................................................................26 黃金酒的市場定位 .................................................................................................26 黃金酒的市場細分 ...........................................................................................26 目標市場的選擇 ..............................................................................................26 市場定位的確定 ..............................................................................................27 黃金酒的廣告定位 .................................................................................................28 常見的廣告定位方法 ......................................................................................28 黃金酒廣告定位的確定 ..................................................................................28 小結(jié) .........................................................................................................................295 黃金酒廣告?zhèn)鞑ゲ呗匝芯?...........................................................................................30 廣告?zhèn)鞑ピ?.........................................................................................................30 信息傳播一般原理 ..........................................................................................30 整合營銷傳播理論 ..........................................................................................30 黃金酒廣告?zhèn)鞑ゲ呗?.............................................................................................31 整合資源 ...........................................................................................................31 目標導向 ...........................................................................................................32 顧客需求導向 ...................................................................................................33 效果控制 ...........................................................................................................346 黃金酒廣告?zhèn)鞑サ呐涮撞呗匝芯?...............................................................................36 產(chǎn)品策略 .................................................................................................................36 價格策略 .................................................................................................................37 價格體系的制訂 ...............................................................................................37 價格體系的維護 ...............................................................................................38 渠道策略 .................................................................................................................39 渠道模式 ...........................................................................................................39 渠道管理 ...........................................................................................................39 促銷策略 .................................................................................................................40結(jié)論 ...................................................................................................................................41參考文獻 ...........................................................................................................................42翻譯部分 ...........................................................................................................................43英文原文 .......................................................................................................................43中文原文 .............................................