RIO鸡尾酒市场广告媒介营销专业毕业设计.doc

毕业论文/毕业设计 rio鸡尾酒市场广告媒介营销专业毕业设计 姓名：张诗涵rio鸡尾酒淮北市场广告媒介实施方案摘 要*研究rio鸡尾酒的市场发展以及广告方式，最终确定其在淮北市场的广告媒介，打开淮北市场。rio鸡尾酒自成立伊始，就致力于中国预调鸡尾酒市场的开拓与建立。作为国内唯一一家专业生产鸡尾酒的企业，rio已成为中国预调鸡尾酒市场的领军企业。伴随着整个市场逐步成熟，rio鸡尾酒势必将书写预调酒在中国的下一个传奇。在打开一个新的市场时，前期的准备工作必不可少，对于所要进军的新市场也必须作出一个全面详细的调查。关于rio鸡尾酒的能否进入淮北市场在经过调查分析后有了一个直观的结果，而这个结果，在本方案中有进行详细的分析。一个产品想要提高知名度、扩大品牌的影响广度，广告是必不可少的。如若缺少了一个好的广告，那产品的推广不可谓不艰难。当然，好的广告也要选择对的媒介才能有效的达到目标。广告可选择的媒介多种多样，有广播、电视、网络以及报纸等，而且每个地区都有自己的特色与环境，所以每个地区所要选择的广告媒介都是不尽相同的。要想在某一地区打开局面，广告方式与媒介的选择是非常重要的。关键词：rio鸡尾酒；淮北市场；广告；媒介；方案rio cocktail huaibei market advertising media implementation planabstractthis paper studies rio cocktail of market development and the way of advertising, and ultimately determine its market in huaibei advertising media, open the market in huaibei.rio cocktail from the beginning, and the establishment of a dedicated to china pre cocktails market development. as the only one domestic enterprises specializing in the production of cocktails, rio has become chinese pre cocktails market leader. with the market gradually matured, rio cocktail is bound to write pre cocktail in china next legend.to open a new market, essential preparatory work for new markets to enter, also must make a thorough and detailed investigation. about rio cocktail can enter the huaibei market after investigation and analysis with an intuitive results, and the result, in this scheme, a detailed analysis.a product to improve visibility, the effect of expanding the brand width, advertising is necessary. if the lack of a good advertisement, the promotion of products is not difficult. of course, good advertising is to choose the right media can effectively achieve the goal. advertising can choose a variety of media, radio and television, network, newspapers, and each region has its own characteristics and the environment, so that each area should choose the advertising media are not the same. in order to open up the situation in a certain area, advertising and media choice is very important.key word ：rio cocktail；huaibei market；advertising；media；scheme 目 录摘 要2abstract3前 言51. rio鸡尾酒淮北市场分析61.1 市场环境分析61.2 swot分析82. rio鸡尾酒广告分析92.1平面广告92.2影视广告102.3 rio的口号103.rio鸡尾酒媒介分析113.1 淮北市场媒介分析113.2 rio鸡尾酒媒介选择存在的问题114. rio鸡尾酒媒介选择策略124.1 目标客户124.2 媒介目标124.3 媒介目标区域124.4 媒介策略134.5 媒介行程及预算135. 结论14致 谢 语15参 考 文 献16附 录17前 言上海锐澳酒业有限公司自成立起就致力于中国alcopop酒市场的开发与建立，以传播预调酒文化为己任。源于在欧洲市场成功经验，锐澳酒业公司在英国联合了专业的研发队伍，专门针对亚洲市场研发alcopop酒，成功将原始配方研制完成。xx年，在中国进行了8个月的市场测试后，适合中国消费群特点的alcopop酒“rio（锐澳）”正式诞生，迈出了开拓中国alcopop市场的第一步。xx年，经过短短一年的市