老凤祥英文广告策划书Advertising planning bookWord文档格式.docx

老凤祥英文广告策划书Advertising planning bookWord文档格式.docx

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市场营销环境….....................................................................

（2）Business

企业.........................................................................................

（3）Consumers

消费者......................................................................................

（4）Products

产品.........................................................................................

（5）Competitoranalysis

竞争对手............................................................................

Two.SWOT

二、SWOT分析

Three.Advertisingstrategy

三、广告战略

（1）advertisingstrategicobjectives……………………………………………………..

广告战略目标

（2）productpositioninganalysis................................................................

产品定位分析

Four.Advertisingappealsandperformancestrategies.................................……

广告诉求与表现

（1）creativeadvertising...........................................................................

广告创意

（2）advertisingperformance.......................................................................

广告表现

Fine.Advertisingmediastrategy...............................................................

广告媒介策略

Six.Publicrelationsstrategy...............................................................…...

公共关系策略

Sevent.Promotionalstrategy.....................................................................

促销策略

Eightthebudgetstrategy.........................................................................

预算策略

Nine.Advertisingeffectivenessassessment....................................................

广告效果评估

OldPhoenixjewelrypromotionsplanningbook

Introduction:

JewelryconsumptioninChina8%peryearto10%annually,hasgreatpotential.WithChina'

srapideconomictake-off,thejewelryindustryastheleadingluxurygoodsinChinawillnodoubtbecomethelargestconsumerhotspotofChinesepeople.

OldPhoenixis​​a80-year-oldjewelrychainsellingbrandcompaniestoproducejewelry,silverware,silverandgoldversionsofthebooksthemainrelief.Itisthecoreofcompetitiveproducts,channelshaveobviousadvantages,itsmarketshareandbrandinfluenceishigherthanothercompetitorsinthemainlandmarketagreatinfluenceonthebrand.However,becauseoffundingandmanagementissuesduring,comparedwithotherwell-knownbrands,therearestillabiggap,affectingthepaceofexpansion.

One.marketsurvey:

1.marketingenvironment

Intermsofbrandpenetrationonthejewelry,theinternationaltopbrandsarenowthemainoccupationofBeijing,Shanghaiandothercitiesinthefirstlineofconsumerstrength,itsstrongcapitalcapacity,businessmodelandothermaturemarkets,theMainlandbrandscannotmatch.HongKong-ownedjewelrybrand（suchastheChowTaiFook,ChowSangSang）begantoenterthesecondarymarket,coveringthemarketquickly,thecurrentsecondarymarketalreadyexistsinmanyofthemtojoinanddirectsalesstores.Atthesametime,someinternationalbrandshavebeguntoseekcooperationwithlocaljewelerstoenterthesecondandthirdtiermarkets.Olddomesticbrandsbecauseoffunding,equipment,personnel,management,andnotonbrandinfluenceandinternationalbrands,openthelocalmarketismoredifficultthanotherregionalmarkets.Newjewelrybrandasthestartingpointislow,thelackofmarketandconsumerunderstanding,managementproperly,onlyafewbrandstogainafootholdinthemarketandstabilize.

Inaddition,theMainlandjewelryindustry,jewelryprocessing,processingequipmentandprocessingtechnologybehindhasbeenanimportantfactorrestrictingthedevelopmentoftheindustry,especiallythejewelrysurfacetreatmenttechnology,despitethemagneticpolishingtechnologyiswidelyused,butinthesurfacetreatmentislessthantheforeignadvancedtechnology,whichmanyHongKong-ownedbrandsandforeignbrandsofjewelryaslightadvantage.,

2.Enterprise

ShanghaiLaoFengXiangCo.,Ltd.wasfoundedin1848bytheOldPhoenixBankBuildingfromthedevelopmentofevolution,inonesetofindustryandtrade,mainlyengagedinallkindsofgoldjewelry,artsandcraftsofthedevelopment,production,processingandsales.OldPhoenixnowhasjewelery,R&

D,processingandmarketing,includingacompleteindustrialchain,fromitsOldPhoenixBankBuildingCo.,Ltd.,InstituteofOldPhoenixJewelryCo.,Ltd.,OldPhoenixJewelryCo.,Ltd.,theoldPhoenixCheungdiamondprocessingCenterCo.,Ltd.andmorethan20subsidiaries,jewelryfactory,silverplants,giftplants,plantprofilesfourprofessionalfactory,andnearly60chainsilverfloor,morethan300storesandmorethan1,000dealers,coveredgoldjewelrydesign,production,processing,marketingofthelink.

3.Theproduct

OldPhoenixCo.,Ltd.Afteryearsofdevelopmenthasbecomeacertainwell-knownregionalbrands.OldPhoenixhasbeenprimarilyingoldjewelry,withitssuperbcraftsmanshipandexcellentservicehaswonthetrustofconsumers,consumerbrandloyaltyishigher.OldPhoenixnowhasdevelopedintoadiversifiedjewelrybrand,sellinggold,platinum,diamonds,jadejewelryandotherseriesproducts

4.ConsumerAnalysis:

OldPhoenixoperatesanumberofjewelry,sellinggold,platinum,diamonds,jadeandotherjewelryseriesproductstomeetdifferentageandaesthetictaste,the25-year-oldto45yearsinthisageofwomeninthecauseoftheinitialperiod,risesandconsumptionismorerational,andrequireahigherqualityofgoods.

5.Competitoranalysis

ComparedwiththeoldPhoenixjewelryBandung,Bandungfashionstylesanddiverseproducts,reasonableprice,productrangeisrelativelyrichinstyleisalsomorecomplete.AndsowiththeWorldGoldCouncilhasastrategicpartnership,franchise,andstrategicre-marketpromotion.Stillnewoneswith100%replacementstyle,shopdrawingandotheractivitiestoestablishreputationandthereputationofviewinonefellswoop.Intheservicealsohasaconsiderablesize,interiorlayouthasacertainbodyjewelryincenseculture.

Two.SWOTanalysis:

1.Strength

1.TheoldPhoenixhasfirst-classdesignteam,wonthedesigncompetition'

stopdomesticandinternationaljewelryindustrymedals.

2.OldPhoenixinonesetofindustryandtrade,hasfromtheproduction,design,processingandmarketing,includingacompleteindustrialchainfornewproducts,newideasofdesignprotection.

3.themostimportanthigh-profileandinfluential,thecompany'

sindustryexperience,haveamoreperfectmarketingnetworksystem,completeproductlineandstrongproductioncapacity,humanresourcesobviousadvantagesintheindustry,designertalentteamformedtoparticipateinmarkettransactionsandstrongelements

2.Weakness

1.OldPhoenix'

sweaknessliesinthedomesticgoldrangeofproducts,stylesaretoosimilar.

2.Theorganizationalstructurefailedtoscalegroupofenterprisestooptimizetheproductdesigncannotmeettheindividualneedstobeimprovedprocessingtechnology,producthomogeneityisserious.

3.Productandmarketdevelopmentarenotfullybrokendown,capitaldeficiencies,seriouslyaffectedthebusinesstoacceleratethepaceofdevelopment,inadequateinvestmentinadvertising,marketingstrategyisnotefficient.

3.Opportunity

1.Themacrotothegoodjewelrymarketisgrowingrapidly.

2.Hasgreatpotential,gold,platinum,diamondtradingmarketsetuptopromotethemarketmatures,businessopportunities,therearealotofmarketsegmentationspace.

3.Thediverseneedsofmarketconsumption,marketopening,resultinginmanyemergingmarketsandmodeofoperation,bringendlessopportunities

4.Threat

1.Therapiddevelopmentandexpansionofdomesticcompetitors,fluctuationsinsalesmarketeconomy.

2.Therapidchangesinconsumerpreferences,Europe,HongKongandTaiwancompaniestojointhemarketcompetitionsubstitutes,supplierforwardintegration

Three.Advertisingstrategy:

1.Strategicobjectivesofadvertising

OldPhoenixChineseadheringtotheclassicretrojewelry,combinedwithcutting-edgefashionelements,willbecomeafashionjewelry,art,OldPhoenixwilleventuallywearjewelryasawayoflife,andunderstandauniqueattitudetolifesymbol,thisplanningactivitiesdesignedtoconveytheoldPhoenixjewelrydesign,leadingfashionjewelrynewconsumer,theestablishmentoftheoldPhoenixnewimageinthemindsofconsumers,toenhancethevisibilityoftheoldPhoenixjewelryandreputation.Createhigh-qualitybrand,thebrandofhumannature,toexplorepotentialmarket.

2.Theproductpositioning:

OldPhoenixis​​ageneralconsumption-basedconsumergroups,thepublicusers,buttostrengthentheyoungergenerationandhigh-endfashionbrandOldPhoenixcrowdonthedegreeandpreference.Thus,the"

classicaltradition,innovationandfashion"

asthecorevalueoftheoldPhoenix,featuresitsbrandpositioninginlinewithmarkettrends.

Fourth.advertisingappealsandperformancestrategies:

1.Theadvertisingcreative:

OldPhoenixJewelryadvertisingappealsandelegant,stylish,excellentquality,withNatalieasaspokespersontopromoteits"

features,