百威啤酒广告策划书

百威啤酒广告策划书 王宇 B中文133 1311101309 poverty. In the area of poverty alleviation, to rely on e-commerce business park, active docking Alibaba group "rural treasure", "the stars plan" and "featured the Museum" project to accelerate the implementation of electronic commerce "hundred thousand rural village" project, free train operation staff, offering online support help for poor families, the provision of micro-credit support, helping them to use e-commerce platform to escape poverty. In poverty reduction, give a man a fish and feed him for a day, to targeted skills training and entrepreneurship training free of charge for the poor, increase employment, entrepreneurial skills, ensure the transfer of training people, poverty. In terms of student poverty, high school, vocational college students ' stipends and other costs, can be through the "one card", such as direct subsidies to households. In terms of financial poverty, in order to further increase the size of loans, expands the scope of delivery, developing industry, Enterprise provides protection for the poor. In respect of transport poverty alleviation, to solve the bottleneck in poor villages, development of transport, vigorously promoting the construction of rural roads and ordinary roads. PV poverty reduction, to support conditions of poor villages and photovoltaic system of centralized, poor construction projects, poor 目录 一、 百威啤酒公司简介 ................................................................................................ 3 二、 市场环境 分析 定性数据统计分析pdf销售业绩分析模板建筑结构震害分析销售进度分析表京东商城竞争战略分析 ........................................................................................................ 3 (一)、宏观环境分析.............................................................................................. 3 (二)、行业环境分析.............................................................................................. 3 (三)、微观环境分析(SWOT分析) .................................................................. 4 三、 消费者分析 ........................................................................................................... 4 四、 竞争者分析 ........................................................................................................... 4 (1)青岛啤酒 ........................................................................................................... 4 (2)华润雪花 ......................................................................................................... 5 (3)燕京啤酒……………………………………………………………………………..5 五、广告策略 ..................................................................................................................... 5 (一)、产品定位策略.............................................................................................. 6 (二)、目标市场策略............................................................. 错误～未定义书签。 (三)、广告创意策略.............................................................................................. 6 (四)、广告诉求策略.............................................................................................. 6 六、 广告媒介策略........................................................................................................ 6 1、媒介目标 ............................................................................................................... 6 2、 广告目标 ............................................................................................................ 7 3、 媒介策略 ............................................................................................................ 7 4、 媒体选择 ............................................................................................................ 7 5、媒介广告预算„„„„„„„„„„„„„„„„„„„„„„„„„„„7 七、 总结 初级经济法重点总结下载党员个人总结TXt高中句型全总结.doc高中句型全总结.doc理论力学知识点总结pdf ....................................................................................................................... 7 poverty. In the area of poverty alleviation, to rely on e-commerce business park, active docking Alibaba group "rural treasure", "the stars plan" and "featured the Museum" project to accelerate the implementation of electronic commerce "hundred thousand rural village" project, free train operation staff, offering online support help for poor families, the provision of micro-credit support, helping them to use e-commerce platform to escape poverty. In poverty reduction, give a man a fish and feed him for a day, to targeted skills training and entrepreneurship training free of charge for the poor, increase employment, entrepreneurial skills, ensure the transfer of training people, poverty. In terms of student poverty, high school, vocational college students ' stipends and other costs, can be through the "one card", such as direct subsidies to households. In terms of financial poverty, in order to further increase the size of loans, expands the scope of delivery, developing industry, Enterprise provides protection for the poor. In respect of transport poverty alleviation, to solve the bottleneck in poor villages, development of transport, vigorously promoting the construction of rural roads and ordinary roads. PV poverty reduction, to support conditions of poor villages and photovoltaic system of centralized, poor construction projects, poor 内容提要 本次策划，旨在通过广告活动的策划帮助百威啤酒达到树立高端品牌形象、提高知名度的目标。希望我们的建议和方案能够使百威啤酒的品牌形象更鲜明、知名度更高，并使百威啤酒推广产品及宣传企业形象的目标得以实现。 一、 百威啤酒公司简介 百威啤酒诞生于1876年，由阿道普斯?布希创办，现已行销遍布全球，是世界销量最好的啤酒品牌之一。百威啤酒于1995年正式进入中国市场，以其卓越的品质在超高端啤酒市场占据了绝对的主导地位。 百威啤酒以其独特的口感，稳定的品质，再加上百威品牌130多年的悠久历史，构筑了百威的王者形象。百威啤酒不断追求完美品质，始终不计成本地选用最优质的全天然原料，包括美国进口的上等啤酒花，新鲜大米，天然大麦麦芽以及优质深井活水，更配合独一无二的山毛榉木陈酿工艺，确保每一瓶、每一罐、每一桶的百威啤酒都拥有始终如一的清澈、清醇、清爽的口感。 百威通过赞助奥运会，中国2010年上海世博会，FIFA世界杯足球赛以及NBA篮球赛等这些全球瞩目的焦点盛事,以及对年轻人关注的时尚领域的赞助如“百威音乐王国”，百威体现了其“皇者风范”，成为当之无愧的“啤酒之王”。 二、 市场环境分析 (一)、宏观环境分析 随着我国入世成功，外资对我国的投资不断加大,我国经济前途一片大好，居民收入较快增长,恩格尔系数还会有所降低的,有60%下岗职工进入了再就业服务中心,并按时足额领到基本生活保障金.从总体经济发展看,经济呈现高速发展的态势。 啤酒，作为世界三大饮料之一，与中国的茶叶一样，有着丰富的文化内涵。如今啤酒已成为亲朋好友聚会必不可少的饮料，啤酒文化已日渐融入到国人的日常生活当中。在国内受到越来越多的，特别是年轻一代消费群体的追捧。 目前，我国啤酒市场年销售额已突破千亿元大关。专家预测，随着80后、90后一代群体的成长，未来十年，咖啡市场将持爆炸性增长，增长率将高达35%以上。 越来越多的厂家看好了咖啡市场这块庞大的蛋糕。 (二)、行业环境分析 目前国内啤酒行业竞争十分激烈，青岛，华润雪花，燕京啤酒前三大品牌已占poverty. In the area of poverty alleviation, to rely on e-commerce business park, active docking Alibaba group "rural treasure", "the stars plan" and "featured the Museum" project to accelerate the implementation of electronic commerce "hundred thousand rural village" project, free train operation staff, offering online support help for poor families, the provision of micro-credit support, helping them to use e-commerce platform to escape poverty. In poverty reduction, give a man a fish and feed him for a day, to targeted skills training and entrepreneurship training free of charge for the poor, increase employment, entrepreneurial skills, ensure the transfer of training people, poverty. In terms of student poverty, high school, vocational college students ' stipends and other costs, can be through the "one card", such as direct subsidies to households. In terms of financial poverty, in order to further increase the size of loans, expands the scope of delivery, developing industry, Enterprise provides protection for the poor. In respect of transport poverty alleviation, to solve the bottleneck in poor villages, development of transport, vigorously promoting the construction of rural roads and ordinary roads. PV poverty reduction, to support conditions of poor villages and photovoltaic system of centralized, poor construction projects, poor 据半壁江山;地方品牌繁多，且在各自销售范围内占有一席之地;行业利润率有下滑的趋势，市场份额被中低端产品说占领，高端品牌面临着打不开市场的局面。 (三)、微观环境分析(SWOT分析) 1、优势分析: (1)洋品牌的优势; (2)资金雄厚、规模庞大; (3)雄厚的科研实力 ; (4)先进的管理理念 2、劣势分析: ?品牌认知度较低。 ?地域公共关系的影响 3、机会分析: ?发展中国家的市场潜力巨大 ; ?科技革命使低成本经营成为可能; 4、挑战分析: ?各分支领域内产的品不乏强力竞争对手; ?地域政治的影响; 三、 消费者分析 中国自古有着无酒不成席的传统，饮酒文化可谓是深入人心。随着时代的前进，啤酒已悄然取代了传统白酒的位置，飞入寻常百姓家。啤酒已成为人们增进感情，洽谈生意，或者发泄烦恼的不二选择。无论是在星级酒店里，还是路边小摊，抑或KTV等地方，都能见到啤酒的身影。近年来，啤酒销量增长十分迅猛，市场前景十分广阔。 四、 竞争者分析 (1)青岛啤酒 青岛啤酒是中国最有知名度和最受到国际认可的啤酒品牌，创始于1903年。1903年8月，来自英国和德国的商人联合投资40万马克在青岛成立了日耳曼啤酒公司青岛股份公司，采用德国的酿造技术以及原料进行生产。古老的华夏大地诞生了第一座以欧洲技术建造的啤酒厂——日尔曼啤酒股份公司青岛公司。经过百年沧桑，这座最早的啤酒公司发展成为享誉世界的“青岛啤酒”的生产企业——青岛啤酒股份有限公司。 1993年，青岛啤酒股份有限公司成立并进入国际资本市场，公司股票分别在香港和上海上市，成为国内首家在两地同时上市的股份有限公司。 在漫长的100多年发展历程中，青岛啤酒厂积累了丰富的经验;在消化吸收的基础上形成了自己独特的传统。因而，产品质量比较稳定，被国内外消费者公认为poverty. In the area of poverty alleviation, to rely on e-commerce business park, active docking Alibaba group "rural treasure", "the stars plan" and "featured the Museum" project to accelerate the implementation of electronic commerce "hundred thousand rural village" project, free train operation staff, offering online support help for poor families, the provision of micro-credit support, helping them to use e-commerce platform to escape poverty. In poverty reduction, give a man a fish and feed him for a day, to targeted skills training and entrepreneurship training free of charge for the poor, increase employment, entrepreneurial skills, ensure the transfer of training people, poverty. In terms of student poverty, high school, vocational college students ' stipends and other costs, can be through the "one card", such as direct subsidies to households. In terms of financial poverty, in order to further increase the size of loans, expands the scope of delivery, developing industry, Enterprise provides protection for the poor. In respect of transport poverty alleviation, to solve the bottleneck in poor villages, development of transport, vigorously promoting the construction of rural roads and ordinary roads. PV poverty reduction, to support conditions of poor villages and photovoltaic system of centralized, poor construction projects, poor 名牌产品。 目前，青岛啤酒公司在国内19个省、市、自治区拥 有50多家啤酒生产厂和麦芽生产厂，构筑了遍布全国的 营销网络。现啤酒生产规模、总资产、品牌价值、产销 量、销售收入、利税总额、市场占有率、出口及创汇等 多项指标均居国内同行业首位。 (2)华润雪花啤酒 华润雪花啤酒(中国)有限公司成立于1994年，总部设于中国北京，其股东是华润创业有限公司和全球第二大啤酒集团SABMiller。 2002年，华润雪花全力将雪花啤酒塑造成为全国品牌，雪花啤酒以清新、淡爽的口感，积极、进取、挑战的品牌个性深受 到全国消费者广大啤酒爱好者的普遍喜爱， 成为当代年轻人喜爱的啤酒品牌。 2005 年，雪花啤酒以158万千升的单品销量成为 全国销量第一的啤酒品牌。2006年再创历 史新高，以303.7万千升的销量，再次蝉联 中国啤酒行业单品销量第一的桂冠。 (3)燕京啤酒 燕京1980年建厂，1993年组建集团。率 先建立完善的市场网络体系，适应市场经济要 求，全国市场占有率达到12%以上，华北市场 45%，北京市场在85%以上;积极完成股份制改 造，由产品经营转向产品与资本双向经营，1997 年两地上市 ，独特的“红筹背景、A股身份” 股权结构模式，为燕京快速稳定的发展提供了 雄厚的资金保障;精心打造企业文化，长期培 育的“尽心尽力的奉献精神，艰苦奋斗的创业精神，敢打硬仗的拼搏精神，顾全大局的协作精神，为企业分忧的主人翁精神” 以奉献机制与激励机制相结合的分配模式，促进企业快速发展。经过20年快速、健康的发展，燕京已经成为中国最大啤酒企业集团之一。连年被评为全国500家最佳经济效益工业企业、中国行业百强企业。高品质的燕京啤酒先后荣获“第31届布鲁塞尔国际金奖”，“首届全国轻工业博览会金奖”，“全国行业质量评比优质产品奖”，并获“全国啤酒质量检测A级产品”，“全国用户满意产品”,“中国名牌产品”等多项荣誉称号。燕京啤酒被指定为“人民大会堂国宴特供酒”、中国国际航空公司等四家航poverty. In the area of poverty alleviation, to rely on e-commerce business park, active docking Alibaba group "rural treasure", "the stars plan" and "featured the Museum" project to accelerate the implementation of electronic commerce "hundred thousand rural village" project, free train operation staff, offering online support help for poor families, the provision of micro-credit support, helping them to use e-commerce platform to escape poverty. In poverty reduction, give a man a fish and feed him for a day, to targeted skills training and entrepreneurship training free of charge for the poor, increase employment, entrepreneurial skills, ensure the transfer of training people, poverty. In terms of student poverty, high school, vocational college students ' stipends and other costs, can be through the "one card", such as direct subsidies to households. In terms of financial poverty, in order to further increase the size of loans, expands the scope of delivery, developing industry, Enterprise provides protection for the poor. In respect of transport poverty alleviation, to solve the bottleneck in poor villages, development of transport, vigorously promoting the construction of rural roads and ordinary roads. PV poverty reduction, to support conditions of poor villages and photovoltaic system of centralized, poor construction projects, poor 空公司配餐用酒,1997年燕京牌商标被国家工商总局认定为“驰名商标”。 五、广告策略——造企业形象,提高市场占有率 提升百威啤酒的品牌知名度,进一步拓展品牌空间 有针对性地吸引白领一族和时尚一族的消费者，传播百威啤酒所代 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 的尊贵，典雅的品牌形象。 (一)、产品定位策略 产品保持现有的口感质量 产品保持现有的价位 1、广告定位:百威啤酒以尊贵，皇者为广告定位。把啤酒定位于高雅，其目标对象不是针对在家的老年人，而是参加工作的对生活品质追求较高的青年白领。 这一定位策略，使它避开了与国内厂商在低端产品的厮杀，又填补了国内高端啤酒的真空。 2、产品定位:从百威啤酒的酿造工艺和口感来进行定位,让消费者对尊贵、皇者的品牌形象得到深入的理解。 目标群体:白领，都市青年 主要人群——中青年人 (二)、广告创意策略 表现形式:电视广告为主、平面广告为辅 1.电视广告:A.各大电视频道播放 B.公交车视频网络 2.平面广告:A.路灯广告 B.转动广告牌 C.公交车车身 (三)、广告诉求策略 诉求对象 1总体的诉求对象:年龄在20到45岁之间，中等收入以上，追求生活质量的家庭和个人 2诉求对象的细分:以系列广告的形式对不同的诉求对象做有针对性的诉求，主要可分为三个类型: 1) 年龄在20—25岁，独立生活，自己负责开支的青年消费者 2) 年龄在20—30岁之间，独立生活，没有孩子，开支共同负责的青年夫妻 3) 年龄在30—45岁之间，有比较小的孩子，双方经济稳定的家庭 广告诉求点年轻活力型,主见型,品牌消费型大众型,品牌消费型年轻活力型,主见型,品牌消费型,主见型,保守型广告针对的主要目标群体 六、 广告媒介策略 1、媒介目标 目标受众年龄在18—30岁的大众消费人群。 poverty. In the area of poverty alleviation, to rely on e-commerce business park, active docking Alibaba group "rural treasure", "the stars plan" and "featured the Museum" project to accelerate the implementation of electronic commerce "hundred thousand rural village" project, free train operation staff, offering online support help for poor families, the provision of micro-credit support, helping them to use e-commerce platform to escape poverty. In poverty reduction, give a man a fish and feed him for a day, to targeted skills training and entrepreneurship training free of charge for the poor, increase employment, entrepreneurial skills, ensure the transfer of training people, poverty. In terms of student poverty, high school, vocational college students ' stipends and other costs, can be through the "one card", such as direct subsidies to households. In terms of financial poverty, in order to further increase the size of loans, expands the scope of delivery, developing industry, Enterprise provides protection for the poor. In respect of transport poverty alleviation, to solve the bottleneck in poor villages, development of transport, vigorously promoting the construction of rural roads and ordinary roads. PV poverty reduction, to support conditions of poor villages and photovoltaic system of centralized, poor construction projects, poor 地点:全国 目的:(1).树立百威啤酒的品牌形象，强化百威啤酒的定位。 . (2).广告对主要目标的到达率达到80%，暴露频次达到5。 2、 广告目标 配合品牌与营销目标，通过广告的宣传，扩大百威啤酒的知名度和美誉度，树立和传播企业形象，扩大市场占有率 3、 媒介策略 通过利用不同的媒体，实现信息在不同形式下的传播，使利用它们的广告活动覆盖面更广，更具有厚重感，加之不同媒体之间优势的相互补充，使广告信息容易被接受。 通过利用多种媒体，形成多层面的“信息战”，能尽早增大商品信息传播总量，增强渗透力，使信息能集中传播。 通过利用各种媒体优势性的互补，使广告信息在传递上实现的不只是量与量之和，而是量与量的乘积，使广告的冲击力得到大幅度的加强。使各种媒体所专有的受众群得到动员，从而使同一预算发挥最大的经济效益。 4、 媒体选择 本次广告活动是针对百威啤酒进行的，我们要突破只选择单一广告媒体的模式，采用多种广告媒体相结合，扩大市场占有率，增加品牌知名度。 (1) 以电视广告为主导，向消费者做重点诉求，争取以电视广告达到最广泛 的覆盖面。 (2) 以报纸杂志广告为补充，向消费者传达关于产品的更丰富的信息，同时将各种促销活动的内容及时告知消费者。 (3) 以网络广告为辅，对消费者进行提醒性诉求，以促使他们即时采取购买行动。 (4) 以橱窗，车体广告为扩展，进一步增加视觉效果，增加品牌知名度与覆盖率。 5、媒体广告预算 报纸杂志广告预算:50万人民币 电视广告预算:200万人民币 网络广告预算:50万人民币 户外广告预算:30万人民币 合计:330万人民币 七、总结 百威啤酒很注意宣传上的细节，为了保证世界各地分公司在宣传上的一致性， (Budweiser 公司通过一些文件来约束各分公司。百威啤酒这个名字在世界各国() poverty. In the area of poverty alleviation, to rely on e-commerce business park, active docking Alibaba group "rural treasure", "the stars plan" and "featured the Museum" project to accelerate the implementation of electronic commerce "hundred thousand rural village" project, free train operation staff, offering online support help for poor families, the provision of micro-credit support, helping them to use e-commerce platform to escape poverty. In poverty reduction, give a man a fish and feed him for a day, to targeted skills training and entrepreneurship training free of charge for the poor, increase employment, entrepreneurial skills, ensure the transfer of training people, poverty. In terms of student poverty, high school, vocational college students ' stipends and other costs, can be through the "one card", such as direct subsidies to households. In terms of financial poverty, in order to further increase the size of loans, expands the scope of delivery, developing industry, Enterprise provides protection for the poor. In respect of transport poverty alleviation, to solve the bottleneck in poor villages, development of transport, vigorously promoting the construction of rural roads and ordinary roads. PV poverty reduction, to support conditions of poor villages and photovoltaic system of centralized, poor construction projects, poor 的语言中，都给人一种明朗的感觉。在中文中，百威很容易让你联想到尊贵，高 雅的高端品牌形象，这可以强化其高端形象。 poverty. In the area of poverty alleviation, to rely on e-commerce business park, active docking Alibaba group "rural treasure", "the stars plan" and "featured the Museum" project to accelerate the implementation of electronic commerce "hundred thousand rural village" project, free train operation staff, offering online support help for poor families, the provision of micro-credit support, helping them to use e-commerce platform to escape poverty. In poverty reduction, give a man a fish and feed him for a day, to targeted skills training and entrepreneurship training free of charge for the poor, increase employment, entrepreneurial skills, ensure the transfer of training people, poverty. In terms of student poverty, high school, vocational college students ' stipends and other costs, can be through the "one card", such as direct subsidies to households. In terms of financial poverty, in order to further increase the size of loans, expands the scope of delivery, developing industry, Enterprise provides protection for the poor. In respect of transport poverty alleviation, to solve the bottleneck in poor villages, development of transport, vigorously promoting the construction of rural roads and ordinary roads. PV poverty reduction, to support conditions of poor villages and photovoltaic system of centralized, poor construction projects, poor