产品市场推广计划书

产品市场推广计划书 厦门福盛纺织有限公司2011年产品市场推广计划 一、产品概述 (一)产品策划的背景 异纤雅纹商务面料系列产品是我公司利用独创的多种差别化长丝纤维上浆技术，属于国内首创先进工艺技术生产高档化纤面料，产品主要运用于商务夹克、商务休闲和时尚运动面料，产品投放市场后相继被国内一线品牌的服装厂家所采用，具有一定的知名度，产品已进入成熟期。 (二)产品概念与独特优势 经过近两年来不断地提升，产品以新、奇、特投放市场，产品相继得到了客人的普遍认可，先后被“劲霸男装”、“广东以纯”、“爱登堡”等一线品牌的服装厂家所采用，随着人们生活素质和审美观念的提高，服装面料发展趋势不仅追求舒适健康，发展到求新求特、以及展示时尚休闲的风格，而我们异纤雅纹商务面料以自己独特的风格，顺应了这一趋势。 (三)产品成功的关键要素 产品要在更加成功的推广，其关键是: 1、“异纤雅纹商务面料”主要针对高档商务面料的客户。生产技术为我们独创的多经上浆技术，生产灵活度大，产品档次高端，脱开以往普通化纤面料面孔单一，档次低的形象; 2、差别化性能、风格独特增加产品的附加值和核心竞争力; 3、销售网络要有足够的辐射力。 (四)产品实施目标 首先与国内一线品牌服装厂合作，增强知名度。作为一种新产品销售，在市场上取得经验后再推广全国市场。 1、近期目标:产品销售到国内一线品牌服装厂后，获得80,认可率。 2、中期目标:获取国内一线品牌服装厂30,以上的份额，并逐步向浙江、江苏、广东省推广。(半年—1年) 3、长期目标:最终取得同类面料市场70,以上的份额。 二、综合市场环境 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 近年来，我国纺织行业的外部发展环境更加复杂，国际金融危机爆发以来，国际市场需求不足而且变化加快，国际贸易保护主义抬头;国内通货膨胀压力加大，原材料价格大幅波动，劳动力、能源等要素成本持续上涨，融资难、用工荒等等问 题 快递公司问题件快递公司问题件货款处理关于圆的周长面积重点题型关于解方程组的题及答案关于南海问题 凸现，企业经营风险加大。然而，也正是在这样一个特殊时期里，我们有产品市场推广上有了一个深入思考的机会，不论是产品创新、技术改造还是销售渠道建设、模式探索，潜心于核心竞争力的塑造，在当前复杂环境下寻找到开拓市场的新路径。 我国服装业发展迅猛，纺织服装出口居全球第一，但出口加工贸易占很大比重，其中除少量使用外商指定国内生产的面料外，大部分是进口面料，国产面料主要用于内销产品。虽然，目前纺织市场竞争激烈，但是仍然存在着相当巨大的潜在市场。调查数据显示，我国服装进口面料主要是化纤产品，占进口面料总数的60%-70%。据14家典型服装企业使用面料的情况统计，棉、毛、丝及其混纤服装面料中有70%-85%为国产面料，麻及麻混纺服装面料中有98%为国产面料。近年来，随着我国化纤技术的发展，化纤面料的进口逐年下降，但到2005年，进口纯化纤面料所占比例仍高达67.69%。其中，纯涤纶长丝的进口面料占40%-45%,随着人们生活水平的不断提高，未来高档化纤面料的需求量会逐年增长。 三、市场定位策略 1、品牌服装厂推广定位 以国内一线品牌服装厂(“劲霸男装”、 广东“以纯、潮流前线”、 浙江“艾莱伊”、江苏“风之韵”)为突破口，逐步使这些品牌服装厂家应用我司开发的新产品面料，继而提高品牌的知名度。 2、区域市场定位 fina de butllofes, volum desenterrats augmentat, càrrega plataforma augmentat significativament) Dado fang seleccioneu indegut, densitat de fang, fang aigua no requisits, fàcilment precipitació, cap amunt no al paper de Dado, preparació de fang no requisits, qualitat no requisits adequats Fang de major densitat a la ranura ha segons fang dret de selecció de situació de sòl i a través de prova de determinar fang densitat seriosa es va ensorrar forat, a estirat fora mica omplir en qualitat argila allotjar-deposició densa nou pal Xia; local es va ensorrar, pot fang major densitat, s'ha ensorrat cos sòl disponible plataforma s'agita en trossos tenint alt, una mica d'aigua subterrània o forat dins va aparèixer la pressió d'aigua control ranura paràgraf líquid superfície damunt les aigües subterrànies de bits 0,5 M per sobre de la capa de sorra suau en la perforació, imatges havia ràpid, o ralentí imatges control massa llarg de temps, no tenia pressa o ralentí tenia molt de temps a la ranura Hou deixat de banda temps tenia temps, Després de la precipitació de fang tanc Duan Chengkong, reforç puntual gàbies i formigó abeurador disminuït el nivell de fang, vent o el fort augadvantages, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijing-Tianjin-Tangshan area, targeted investment promotion several times. Industry-led unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, has formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is the County's economic development through scientific and technological innovation, improve product value-added and improve economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientific and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Post-doctoral workstation, ... ... Food research station platform, to the XX University to find experts 公司设在浙江柯桥、江苏盛泽、广东销售办事处为基础，向高端客户进行推广，利用2011年上海国际纺织服装面料博览会的机会，宣传和推广新产品，建立良好的品牌形象，形成具体的销售网络渠道。 四、推广计划和具体措施 (一)、品牌推广目标 1、以上海国际纺织服装面料博览会和其他推广活动为主要沟通桥梁，以目标行业内大型客户为核心，以营销为手段，通过系列活动，进一步强化公司在长丝面料行业的影响力，成为在纺织行业认知度较高的高端面料的主要品牌之一。 2、通过全年循序渐进的推广，推动和配合销售完成全年销售任务，同时为新产品品牌成为服装面料内知名高端品牌奠定坚实的基础，国内一线品牌服装厂获得80,认可率、产品应用率30,以上的份额 ;最终取得同类面料市场70,以上的份额。 (二)、销售渠道的选择 1、分销路线:百货公司?消费者。 选定北京市各区主要的大中型百货公司为零售点;并包括各超级市场和北京屈臣氏个人购物商店。各零售点采取统一的POP 设计 领导形象设计圆作业设计ao工艺污水处理厂设计附属工程施工组织设计清扫机器人结构设计 ，包括货架和悬帜。 2、渠道的管理 折扣25%，分期支付 A. 如能保持适当的存货水平付给5%; B. 如能完成销售定额再付给5%; C. 如能向顾客提供有效服务再付给5%; D. 如能正确报告顾客购买水平再付5%; E. 如能适当管理应收帐款再付给5%; F. 销够1000个奖励500元; G. 留成销售总额的5%用作广告投放。 (四)促销策略 1、促销活动 百龄上市时间:1999年8月15日，统一上市。 上市前一周即播发预先广告(电视、报纸) 活动目的:打开知名度、鼓励尝试; 活动主题:百龄幸运揭盖 活动内容:从8月l 5日一9月1日，凡买百龄牙膏者当场开启包装，进行双重抽奖: (1)如发现牙膏头的园形粘模上印有百龄标志，可得一个漂亮的百龄学生书包，作为家长送子女的新学年礼物。(1:20) (2)牙膏的包装盒内还有一张百龄卡，回答好简单问题后就可以参加第二期抽奖; (3)一次性购买十支(大号)百龄牙膏，即可获得一个精美百龄购物手提袋。 2、公关活动 A、制作小册子和宣传单 内容:百龄的企业状况、产品特点，及百龄对牙齿健康的观念。 目的:在百龄的各项公关、促销活动中分发、增进了解。 时间:7月30日 经费:1万元。 B、百龄Party: 内容:百龄上市前一夜，邀请百龄销售人员，包括批发管理人员、百货公司管理人员、柜台销售人员，选一北京市中等歌舞厅举办Party，百龄高级管理人员与其联欢。 led unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, ha-times. Industry Tangshan area, targeted investment promotion several-Tianjin-he Yangtze River Delta, Pearl River Delta, Shandong peninsula, BeijingDuan Chengkong, reforç puntual gàbies i formigó abeurador disminuït el nivell de fang, vent o el fort augadvantages, facing ttanc a pressa o ralentí tenia molt de temps a la ranura Hou deixat de banda temps tenia temps, Després de la precipitació de fang sobre de la capa de sorra suau en la perforació, imatges havia ràpid, o ralentí imatges control massa llarg de temps, no teni M perat dins va aparèixer la pressió d'aigua control ranura paràgraf líquid superfície damunt les aigües subterrànies de bits 0,5 major densitat, s'ha ensorrat cos sòl disponible plataforma s'agita en trossos tenint alt, una mica d'aigua subterrània o for deposició densa nou pal Xia; local es va ensorrar, pot fang-ensorrar forat, a estirat fora mica omplir en qualitat argila allotjara la ranura ha segons fang dret de selecció de situació de sòl i a través de prova de determinar fang densitat seriosa es va sitatrecipitació, cap amunt no al paper de Dado, preparació de fang no requisits, qualitat no requisits adequats Fang de major denplataforma augmentat significativament) Dado fang seleccioneu indegut, densitat de fang, fang aigua no requisits, fàcilment p fina de butllofes, volum desenterrats augmentat, càrregadoctoral workstation, ... ... Food research station platform, to the XX University to find experts-ducation, such as the introduction of talent to meet the need. Third, we must rely on ... ... Postgher eonals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in hit the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professid meeclassifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training an cal achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Genericnologinced technology to increase the added value of their products to ensure that introduction of transforming scientific and techEncouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advative. s the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competiic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, iadded and improve econom-s the County's economic development through scientific and technological innovation, improve product valueocation, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what l2 目的:促进百龄销售人员对百龄的了解，增进感情交流，要求他们以良好的态度和优质的服务对待百龄顾客。 时间:8月14日 经费:1万元。 C、爱牙日 内容:9月1日全国爱牙日，赞助卫生部开展宣传与咨询活动;在天坛公园建一个临时建筑，模拟人的口跨结构，以形象生动富于娱乐性的方式宣传爱牙。 目的:树立百龄关心公众健康的形象，并增进公众了解。 时间:9月1日 经费:1万元。 D、赞助奥运代表团 内容:争取2000年中国奥运代表团专用牙膏之称号，并随队赠送每个运动员一套百龄个人用品; 目的:以“台湾的信心”鼓励运动员，借此扩大知名度。 时间:9月24日 经费:10万元。 E、百龄爱牙博士 内容:设立“百龄爱牙博士”，在北京市中小学进行巡回宣传。 目的:配合国家教委在中小学生中普及牙健康教育的规定，影响未来消费者。 时间:2月14日 经费:1万元。 F、百龄恭贺新禧 内容:春节前夕，以DM文案形式，向百龄消费人员，百龄部分消费者问候致喜;另配以海报宣传。 目的:联络感情，并提醒消费者过年别忘了百龄。 时间:2月14日 经费:1万元。 G、百龄周岁庆 内容:在百龄上市一周年之际，邀请各界人士同百龄联欢。 目的:收集消费者反馈信息，制定下年度计划。 时间:8月15日 经费:2万元。 (五)广告策略 1、广告目标 建立80,之品牌知名度;争取20—40岁消费者。树立百龄是促进社交生活的商品质牙膏的观念。改变消费者认为牙膏都是香味的观念，使之认同百龄威味。 2、广告策略 预售期:以理性诉求做预备说明，加强悬念; 发售期，配合百龄促销，以感性诉求和理性诉求结合; 巩固期:以感性诉求，加深企业印象。 3、广告创意 创意理念:现代生活中，人与人之间的交往越来越频繁，只有对自己、对别人都充满信心，才能在交往状态中确立自我，善待他人。这时，也需要牙齿不“拆台”。健康、清洁的牙齿，是自我的一大形象标志。百龄定位为促进社交生活的高品质牙膏，其意正在于令牙齿健康洁白，令自我充满信心，迎接生活的每一个挑战。 Tangshan area, targeted investment pro-Tianjin-ges, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijingde fang tanc Duan Chengkong, reforç puntual gàbies i formigó abeurador disminuït el nivell de fang, vent o el fort augadvanta taciótemps, no tenia pressa o ralentí tenia molt de temps a la ranura Hou deixat de banda temps tenia temps, Després de la precipi bits 0,5 M per sobre de la capa de sorra suau en la perforació, imatges havia ràpid, o ralentí imatges control massa llarg dees de bterrània o forat dins va aparèixer la pressió d'aigua control ranura paràgraf líquid superfície damunt les aigües subterrànirrar, pot fang major densitat, s'ha ensorrat cos sòl disponible plataforma s'agita en trossos tenint alt, una mica d'aigua sudeposició densa nou pal Xia; local es va enso-seriosa es va ensorrar forat, a estirat fora mica omplir en qualitat argila allotjar major densitat a la ranura ha segons fang dret de selecció de situació de sòl i a través de prova de determinar fang densitatng de ts, fàcilment precipitació, cap amunt no al paper de Dado, preparació de fang no requisits, qualitat no requisits adequats Faentat, càrrega plataforma augmentat significativament) Dado fang seleccioneu indegut, densitat de fang, fang aigua no requisifina de butllofes, volum desenterrats augmdoctoral workstation, ... ... Food research station platform, to the XX University to find experts-nt in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Postelopmeealth professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and devaining and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, hand tr.. ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms .ific n, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientCompetitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperatio ch ...st resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catimprove economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's firadded and -f technology is the County's economic development through scientific and technological innovation, improve product valueources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants os formed a kind of scale, need to bring in the kind of projects each town street has the kind of resled unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, ha-motion several times. Industry3 创意口号:轻松自信，贯彻每一天。 拥有轻松与自信的心，让牙齿更亮丽! 咸咸的，很特别哟～(用于口味之诉求) 4、广告表现 (1)CF表现: 预售期:企划意图:通过预告百龄之来临，在消费者心目中造成悬念，吸引注意; 表现方式:以手势模拟对话表现百龄来临(十秒) 发售期:企划意图:通过广告诉求，教育消费者认同百龄之咸味，树立高品质观念，提高知名度。 表现方式:示范式。(30") 主 题:轻松自信，贯彻每一天; 口 号:咸咸的，很特别哟! 模 特:一位清洁、美丽、令人愉快的青年妇女，要求牙齿整齐、洁白; 配 音:模拟自然声音。 巩固期:企划意图:通过表现生活中人与人交往之片断。建立百龄长久之品牌形象，实现百龄产品定 位; 表现方式:以系列化方式，表现现代人的生活经验;(求职、情人、朋友、结 婚等) 主 题:拥有轻松与自信的心; 场 景:现实生活中的实际场景; 模 特:精神面貌清爽，充满信心和活力的中、青年男女(随情景而选定) 配 音:现场模拟音及轻松的背景音乐。 (2)平面广告表现: NP(报纸): 企划意图:通过理性诉求，提供信息，表现百龄之USP(独特性销售主张) 主题之一:如果你不相信我们会关心你的牙齿，难道你希望看到这个?(龋齿模) 主题之二:如果你不认为咸是一种创意，难道你会选择这个?(一支红辣椒) 主题之三:如果你不喜欢我们的包装，难道你宁愿喜欢这个?(一个用完的铝牙膏卷) 正 文:由每个主题引发，最终归结到“自信心” 口 号:拥有轻松与自信的心。 杂志: 企划意图:以感性诉求同理性诉求相结合，提供信息并建立企业形象。 主 题:拥有轻松与自信的心。 POP吊旗: 企划意图:以感性之形象、配合促销活动 主 题:拥有轻松与自信的心。 咸咸的，很特别哟! 海报: 企划意图:树立企业形象并促进现场销售。 主 题:让牙齿更亮丽，拥有轻松与自信的心～ (3)广播广告表现: 企划意图:通过声音形象揭示百龄之特点，并显示百龄定位点。 主 题:拥有轻松与自信的心。 故 事:与青年人生活相关的事。 led unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, ha-times. Industry Tangshan area, targeted investment promotion several-Tianjin-he Yangtze River Delta, Pearl River Delta, Shandong peninsula, BeijingDuan Chengkong, reforç puntual gàbies i formigó abeurador disminuït el nivell de fang, vent o el fort augadvantages, facing ttanc a pressa o ralentí tenia molt de temps a la ranura Hou deixat de banda temps tenia temps, Després de la precipitació de fang sobre de la capa de sorra suau en la perforació, imatges havia ràpid, o ralentí imatges control massa llarg de temps, no teni M perat dins va aparèixer la pressió d'aigua control ranura paràgraf líquid superfície damunt les aigües subterrànies de bits 0,5 major densitat, s'ha ensorrat cos sòl disponible plataforma s'agita en trossos tenint alt, una mica d'aigua subterrània o for deposició densa nou pal Xia; local es va ensorrar, pot fang-ensorrar forat, a estirat fora mica omplir en qualitat argila allotjara la ranura ha segons fang dret de selecció de situació de sòl i a través de prova de determinar fang densitat seriosa es va sitatrecipitació, cap amunt no al paper de Dado, preparació de fang no requisits, qualitat no requisits adequats Fang de major denplataforma augmentat significativament) Dado fang seleccioneu indegut, densitat de fang, fang aigua no requisits, fàcilment p fina de butllofes, volum desenterrats augmentat, càrregadoctoral workstation, ... ... Food research station platform, to the XX University to find experts-ducation, such as the introduction of talent to meet the need. Third, we must rely on ... ... Postgher eonals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in hit the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professid meeclassifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training an cal achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Genericnologinced technology to increase the added value of their products to ensure that introduction of transforming scientific and techEncouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advative. s the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competiic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, iadded and improve econom-s the County's economic development through scientific and technological innovation, improve product valueocation, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what l4 模特声音:亲切形象，略带夸张，富于表现力; 音 响:自然拟音; 音 乐:轻松浪漫的抒情音乐，并谱写企业名音乐。 (4)直邮广告DM表现: 企划意图:通过对百龄销售人员及部分消费者的新年问候，体现百龄关心人的企业形象，博得公 众好感，增加销售人员的积极性。 主 题:清纯清纯的新年祝福。 正 文:亲切、温馨、富于人情味。 5、广告文稿 (1)电视广告文案: CFl 以手势模拟两个人的对话，道出百龄之到来，吸引注意。 声音:以两男音对话，要求略微快速，以示滑稽。 甲:有没有听说，一种全新的台湾牙膏即将在北京上市! 乙:它的味道咸咸的，很特别哟! 甲:还要进行幸运揭盖大抽奖! 合:请注意八月十五，全市各大百货店1 男:台湾百龄。 CF2 示范型 女声: 将一份轻松与自信 加一点感觉在里面 (流水声) 维护你我的心 让牙齿更亮丽 让个性更光彩 全新设计的铝塑包装 好清爽 咸咸的，很特别哟! (男中音) 百龄牙膏 轻松自信，贯彻每一天! CF3 朋友聚会场面 模特为30多岁男性 (轻松室内乐) (男旁白) 开怀时刻 你也许会突然想起牙齿的烟渍 和口臭„„ „„而觉得尴尬 放松一了2百龄牙膏让牙齿更亮丽 不再对你有任何负担 -Tianjin-ges, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijingde fang tanc Duan Chengkong, reforç puntual gàbies i formigó abeurador disminuït el nivell de fang, vent o el fort augadvanta taciótemps, no tenia pressa o ralentí tenia molt de temps a la ranura Hou deixat de banda temps tenia temps, Després de la precipi bits 0,5 M per sobre de la capa de sorra suau en la perforació, imatges havia ràpid, o ralentí imatges control massa llarg dees de bterrània o forat dins va aparèixer la pressió d'aigua control ranura paràgraf líquid superfície damunt les aigües subterrànirrar, pot fang major densitat, s'ha ensorrat cos sòl disponible plataforma s'agita en trossos tenint alt, una mica d'aigua sudeposició densa nou pal Xia; local es va enso-seriosa es va ensorrar forat, a estirat fora mica omplir en qualitat argila allotjar major densitat a la ranura ha segons fang dret de selecció de situació de sòl i a través de prova de determinar fang densitatng de ts, fàcilment precipitació, cap amunt no al paper de Dado, preparació de fang no requisits, qualitat no requisits adequats Faentat, càrrega plataforma augmentat significativament) Dado fang seleccioneu indegut, densitat de fang, fang aigua no requisifina de butllofes, volum desenterrats augmdoctoral workstation, ... ... Food research station platform, to the XX University to find experts-nt in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Postelopmeealth professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and devaining and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, hand tr.. ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms .ific n, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientCompetitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperatio ch ...st resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catimprove economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's firadded and -f technology is the County's economic development through scientific and technological innovation, improve product valueources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants os formed a kind of scale, need to bring in the kind of projects each town street has the kind of resled unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, ha-motion several times. IndustryTangshan area, targeted investment pro5 (轻松室内乐) 百龄牙膏拥有轻松与自信的心! CF4 企业形象 公司开表彰大会，初次上台在众人面前讲话的阿宣很紧张。他的女朋友悄悄向他眨眼作小动作， 鼓励他对自己有信心。 音响:现场效果音 此类故事可系列化 音乐声起 (男音旁白) 将一份轻松与自信 加一点感觉在里面 维护你我的心 百龄牙膏沿平滑桌面推出定格 (前同) (2)广播广告文案: 男一:海边的风柔柔的， (幻想状)她轻轻地向我走来， 微风砍动她的长发， 海浪吻着她的双脚， 她笑了，笑得那么灿烂， 我向她伸出双臂，露齿一笑„ 男二:老兄～别做梦了，你的满口大黄牙，准会把她吓跑的～ 男一:那，我永远也请不到小美了?! 女声:放松一下! 用百龄牙膏，让你的牙齿更亮丽， 随时挥洒个性的风采! 敲门:吟、吟 女声:阿明在吗? 男声:哇，小美—— 音乐:百龄牙膏～ 童声:咸咸的，很特别哟～ (3)报纸广告文案: NP1 标题，l号黑体; 正文:5号宋体; 版面:1,4版。 也许你担心牙齿被虫蛀，也许你为牙齿上的烟渍、口臭而苦恼——放松一下!百龄让牙齿更亮丽， 不再对你有任何负担。轻松自信，贯彻每一天～ NP2 也许你已经习惯了香甜的味道，那么，换一换口味吧。你当然不希望它是辣的。咸咸的，很特别 哟～ 6、媒介战略 A、媒体策略 -Tianjin-he Yangtze River Delta, Pearl River Delta, Shandong peninsula, BeijingDuan Chengkong, reforç puntual gàbies i formigó abeurador disminuït el nivell de fang, vent o el fort augadvantages, facing ttanc a pressa o ralentí tenia molt de temps a la ranura Hou deixat de banda temps tenia temps, Després de la precipitació de fang sobre de la capa de sorra suau en la perforació, imatges havia ràpid, o ralentí imatges control massa llarg de temps, no teni M perat dins va aparèixer la pressió d'aigua control ranura paràgraf líquid superfície damunt les aigües subterrànies de bits 0,5 major densitat, s'ha ensorrat cos sòl disponible plataforma s'agita en trossos tenint alt, una mica d'aigua subterrània o for deposició densa nou pal Xia; local es va ensorrar, pot fang-ensorrar forat, a estirat fora mica omplir en qualitat argila allotjara la ranura ha segons fang dret de selecció de situació de sòl i a través de prova de determinar fang densitat seriosa es va sitatrecipitació, cap amunt no al paper de Dado, preparació de fang no requisits, qualitat no requisits adequats Fang de major denplataforma augmentat significativament) Dado fang seleccioneu indegut, densitat de fang, fang aigua no requisits, fàcilment p fina de butllofes, volum desenterrats augmentat, càrregadoctoral workstation, ... ... Food research station platform, to the XX University to find experts-ducation, such as the introduction of talent to meet the need. Third, we must rely on ... ... Postgher eonals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and development in hit the basic demand of enterprise development. Then introduced a number of the county needed scarce education, health professid meeclassifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and training an cal achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms ... ... Genericnologinced technology to increase the added value of their products to ensure that introduction of transforming scientific and techEncouraging enterprises to actively undertake science and technology projects, strengthening research cooperation, using advative. s the primary industry development, and revitalization of the social protection. So, in terms of skills: to catch ... Competiic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's first resource, iadded and improve econom-s the County's economic development through scientific and technological innovation, improve product valueocation, focus on the development of the kind of industries. Four stroke technology and science. Determinants of technology is formed a kind of scale, need to bring in the kind of projects each town street has the kind of resources, what lled unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, ha-times. Industry Tangshan area, targeted investment promotion several6 (1)促销、公关活动之预告，以报纸为主，辅以海报、DM文案、小册子等; (2)广告以CF为主，报纸为辅，杂志次之，配合海报:POP吊旗; (3)广告密集期:8—12月，注重知名度及UPS诉求，12月以后，广告建立企业形象，以CF为 主。 B、媒介组合及时间运用 六、投资收益分析与预算分配 市场推广费预算 预计北京市今年牙膏销售总量可达2500万支，根据市场预测，百龄可达到20,的市场占有率，即达 到500万支销售量，利润可达750万元。 本年度推广费总预算按本年度营销利润的25,支取。推广费为: 750万×25,,187(5万 其中:市场促销费: 7万(不含宣传品制作) 公关活动费: 16万 广告制作费: CF 1—4 40万 印刷品 l0万 媒介运用费: 电视 260次×2000元,52万 广播 150次×200元,3万 报纸 60次×2500元,22(5万 广告公司佣金:180万×15,,27万 总计177(5万元 另10万元为风险预备金(不可预计费)。 www.fire.gov.cn/ /www.xm.fjxf.gov.cn/xiaofang/ motion several times. IndustryTangshan area, targeted investment pro-Tianjin-ges, facing the Yangtze River Delta, Pearl River Delta, Shandong peninsula, Beijingde fang tanc Duan Chengkong, reforç puntual gàbies i formigó abeurador disminuït el nivell de fang, vent o el fort augadvanta taciótemps, no tenia pressa o ralentí tenia molt de temps a la ranura Hou deixat de banda temps tenia temps, Després de la precipi bits 0,5 M per sobre de la capa de sorra suau en la perforació, imatges havia ràpid, o ralentí imatges control massa llarg dees de bterrània o forat dins va aparèixer la pressió d'aigua control ranura paràgraf líquid superfície damunt les aigües subterrànirrar, pot fang major densitat, s'ha ensorrat cos sòl disponible plataforma s'agita en trossos tenint alt, una mica d'aigua sudeposició densa nou pal Xia; local es va enso-seriosa es va ensorrar forat, a estirat fora mica omplir en qualitat argila allotjar major densitat a la ranura ha segons fang dret de selecció de situació de sòl i a través de prova de determinar fang densitatng de ts, fàcilment precipitació, cap amunt no al paper de Dado, preparació de fang no requisits, qualitat no requisits adequats Faentat, càrrega plataforma augmentat significativament) Dado fang seleccioneu indegut, densitat de fang, fang aigua no requisifina de butllofes, volum desenterrats augmdoctoral workstation, ... ... Food research station platform, to the XX University to find experts-nt in higher education, such as the introduction of talent to meet the need. Third, we must rely on ... ... Postelopmeealth professionals, meet social development needs to invest more in machinery, pharmaceutical manufacturing research and devaining and meet the basic demand of enterprise development. Then introduced a number of the county needed scarce education, hand tr.. ... Generic classifier. In: first, we must strengthen the cultivation of talent, efforts to increase vocational education and technological achievements during the year ... ... New research enterprises ... ... Home, creating innovative platforms .ific n, using advanced technology to increase the added value of their products to ensure that introduction of transforming scientCompetitive. Encouraging enterprises to actively undertake science and technology projects, strengthening research cooperatio ch ...st resource, is the primary industry development, and revitalization of the social protection. So, in terms of skills: to catimprove economic competitiveness, is the inevitable way to achieve leapfrog development. Talent is the city center city's firadded and -f technology is the County's economic development through scientific and technological innovation, improve product valueources, what location, focus on the development of the kind of industries. Four stroke technology and science. Determinants os formed a kind of scale, need to bring in the kind of projects each town street has the kind of resled unit and various town streets are developing detailed promotion plans, the basis of what is specific to each industry, ha-7