苹果电脑 macbook广告策划书 中英.doc

MacBook促销策划书MacBook promotion planning books一、市场调研1市场营销环境据中投顾问产业研究中心最新数据显示，笔记本电脑市场经过08年灾难性的第四季度后，09年2月份中国大陆的需求意外复苏。全球第二大笔记本电脑代工厂商台湾的仁宝(Compal)上周预测，在中国大陆市场复苏的带领下，今年全球笔记本电脑市场将增长至多18%，此番预测令市场感到意外。一、The market research 1、Marketing environmentAccording to the Investment Advisory Industry Research Center of the latest data show that the notebook market in 2008 after a disastrous fourth quarter, the February 2009 accident recovery in demand in China. The worlds second-largest notebook PC OEM manufacturers - Taiwans Compal Electronics (Compal) predicted last week, the market recovery in China under the leadership of the global notebook PC market this year will grow by up to 18% forecast surprised the market overwhelmed. 中投顾问数据分析显示，2011年上半年中国PC市场出货量与去年同期相比增长19%，预计2011年PC销售收入将上升25.3%。Investment Advisor in the data analysis shows that the first half of 2011, Chinas PC market, with shipments up 19% compared to last year, PC sales in 2011 will rise by 25.3%. 2、企业：苹果电脑国际有限公司，或苹果电脑股份有限公司，简称苹果电脑，英文名Apple Computer, Inc.，总部位于美国加利福尼亚州的库比提诺，核心业务是电脑科技产品，目前全球电脑市场占有率为3.8%。苹果电脑的Apple II于1970年代助长了个人电脑革命，其后的Macintosh接力于1980年代持续发展。最知名的产品是其出品的Apple II、Macintosh电脑、iPod数码音乐播放器和iTunes音乐商店，它在高科技企业中以创新而闻名。2, the enterprise：Apple Computer International Limited, or Apple Computer, Inc., referred to as Apple Computer, the English name of Apple Computer, Inc., Headquartered in Cupertino, California, USA, the core business is computer technology products, the global PC market share 3.8 percent. Apple Computers Apple II in the 1970s contributed to the personal computer revolution, then the Macintosh Relay sustainable development in the 1980s. Its most famous product is produced Apple II, Macintosh computers, iPod digital music player and iTunes music store, it is innovation in high-tech enterprise known.3、产品：MAC(Macintosh,苹果电脑)区别于装配有微软Windows系统的电脑（PC）,需要说明的是这里的PC 并非是Personal Computer（个人计算机）的简称，而是来源于最初由IBM销售的PC-DOS系统（Windows的前身），后来所有装配indows系统的电脑被称为PC，而苹果电脑因装配自家的Mac OS系统，而称为MAC。Mac系统是苹果机专用系统，正常情况下在普通pc上无法安装的操作系统。3, consumer analysis：MAC (Macintosh, Apple Computer) equipped with Microsoft Windows systems is different from a computer (PC), need explanation is the PC is not here is Personal Computer (PC) abbreviation, derived from the original but by IBM sales PC-DOS system (Windows predecessor), then all Windows system Computer assembly called PC, and apple Computer because his MAC OS system assembly, and called MAC. Mac system is apple dedicated system, normally in ordinary PC cant install of the operating system.4、消费者：无论是市场的认可度，还是苹果公司的宣传，都把苹果电脑定位与影视和摄影、设计和出版、音乐和视频、互联网出版等专业的应用上。所以它的目标消费群体是这些领域的专业人才。目前，全球时尚消费者都一人看苹果在时尚和创新领域内不可动摇的地位。因为它是品牌形象的巨大吸引力，所以它的定位应该是具有较高知识水平、追求时尚，有一定经济基础的中青年人群。苹果电脑一直坚持走高价位的“上层”路线，虽然价格很高，但由于当时此类市场中超薄产品空缺，苹果很好的找到了其他厂商的空白点，另辟蹊径，通过产品独特的卖点去吸引消费群体。4, the consumer: whether it is market acceptance, or Apples propaganda, regard the Apple positioning and video and photography, design and publishing, music and video, Internet publishing and other professional applications. So its target consumer group is professionals in these areas. Currently, the global fashion consumers look at Apple in one area of fashion and innovation unshakable position. Because it is the great attraction of the brand image, so it should be positioned with high level of knowledge, the pursuit of fashion, there is a certain economic base of the middle-aged crowd. Apple has always insisted on higher-priced top line, although the price is high, but because of the ultra-thin products such vacancies in the market, Apple found a good gap from other vendors, another way, the products unique selling point to attract consumers groups.5、竞争对手：很少有品牌能像苹果与微软这样，每一次新产品上市，都是世界瞩目。苹果令人期待在于人们始终保持着对它创造不可思议的酷充满好奇；而微软，人们也许并不是十分寄望它能够带来像苹果那样的酷玩意，但对于全世界PC企业和大多数消费者而言，微软不可或缺。 5 competitors: Few brands can be like Apple and Microsoft that, every time new products are the worlds attention. Apple is looking forward to is that people have always maintained its cool to create incredible curious; and Microsoft, it may not be very much hope it can bring cool like Apple stuff, but for most businesses and consumers worldwide PC , Microsoft indispensable PC业很奇怪。在市场上HP、联想、戴尔等品牌会互为竞争对手，但却似乎都不把苹果列为竞争对手，仿若身处两个毫不相关的行业。原来，站在HP、戴尔、联想等前面的是微软，微软负责“攘外”。至于windows里面的争斗与热闹，对微软而言都不是坏事。 PC industry is very strange. In the market, HP, Lenovo, Dell and other brands will rival each other, but they do not seem to Apple as a competitor, are like living in two unrelated industries. The original, standing HP, Dell, Lenovo and other previous Microsoft, Microsoft is responsible for resisting foreign aggression. As for the windows inside the battle and excitement, not a bad thing for Microsoft. 事实上，我一直不觉得苹果与微软之间会存在你死我亡的残酷竞争，尽管两者甚至一度利用广告互相攻击。但它们之间的争斗，或许比不上HP与联想这样的传统PC品牌。因为苹果的酷与windows的实用并不冲突，雅俗共赏各有千秋。苹果与微软的竞争其实只是消费者态度与习惯的之争。拥有鲜明个性的苹果与拥有广泛群众基础的微软，应该是两条平行线，偶尔的交集，并不会改变全局的趋势。如果从这个层面来看，它们之间的竞争许是维持和谐的一种方式，太安逸，容易腐败。In fact, I did not think there will be between Apple and Microsoft I die you die the brutal competition, although the two attack each other even once use of advertising. But the struggle between them, perhaps not as traditional HP and Lenovo PC brand. Because Apples cool does not conflict with the windows utility, tastes different. Competition from Apple and Microsoft is just consumer attitudes and habits of the dispute. Apple has a distinct personality and has a broad mass base of Microsoft, should be two parallel lines, the occasional intersection, and will not change the overall trend. If from this perspective, the competition between them is the promise to maintain a harmonious way, too comfortable, easy to corrupt 然而，苹果也有自己的死穴兼容性。电脑的作用无非学习、工作、娱乐。显然无论哪一种功能都对资源有着巨大的需求。而当因为系统不能兼容，使得用户无法分享那些想要的资源时，是不是很残忍。一大堆的炮弹，可炮不适合。However, Apple also has its own Achilles heel - compatibility. The role of the computer is nothing more than to learn, work and entertainment. There is clearly a function of all of the resources which have a huge demand. And when because the system can not be compatible, so users can not share the resources that you want, is not very cruel. A lot of shells, guns can not fit 所以有人说，苹果是独乐乐，而windows是众乐乐。你想独自快乐，那么必然少了一些体验分享的乐趣，你要众乐乐，被传染感冒病毒的风险几率也就增大了。 Therefore, saying that Apple is alone Lele, and the windows are Together. You want to own happiness, then there must be a little something to experience the fun of sharing, you have to the public Lele, the risk of influenza virus infection also increases the risk.产品上的差异化，使得苹果看起来更像抓住了windows操作系统之外的利益市场。之所以说微软与苹果之间没有那么强烈的竞争，正是因为两者不对称的市场地位与产品策略。微软的大众化之路走得很成功，对于大多数人而言，电脑教育与普及，更像是windows的普及。也许人们并没有所谓品牌忠诚度，但根深蒂固的使用习惯，会让它们更愿意选择windows。事实上，我认为苹果最好维持它的“少数派”地位并适当保持对windows市场份额的扩张，一旦苹果与微软在市场份额上平等，我想离整个PC业的灾难爆发也就不远了。兼容问题不会得到轻而易举的解决，尽管苹果电脑已经可以装上windows，但对那些苹果的粉丝而言，简直是暴殄天物，而在其它电脑上，苹果始终不能兼容。苹果在很长的时间内都不会允许雪豹系统可以装在windowsPC上，一旦如此，苹果与微软真的会陷入残酷的竞争，而对于微软而言，长期市场教育与积累的群众基础，将拥有绝对的优势直接打压苹果，这显然不是苹果愿意看到的。只有当下这种少数派与大多数的不对称竞争，才能够和谐共赢。而这种和谐竞争，对整个产业的技术发展，有着积极的推进作用。 Product differentiation, making Apple look more like seize the windows operating system other than the interests of the market. The reason why Microsoft and Apple is not so strong competition, it is asymmetric because the two market position and product strategy. Microsofts popular way to go so well, for most people, computer education and outreach, more like the popularity of windows. Maybe people are not so-called brand loyalty, but deep-rooted habits, makes them more willing to choose windows. In fact, I think Apple is best to maintain its minority status and appropriate to maintain the expansion of market share on the windows, if Apple and Microsoft in market share, equal, I would like a disaster from the outbreak of the PC industry can not be far . Compatibility issues will not be easy to solve, even though Apple already installed windows, but for those Apple fans, is simply a throwaway, and in other computers, Apple is not always compatible. Apple in a very long period of time will not allow the Snow Leopard can be installed in windowsPC, once the case, Apple and Microsoft really into brutal competition, and for Microsoft, long-term market and the accumulation of education to teach the masses basis, will have the advantage of direct absolute pressure Apple, Apple is clearly not willing to see. Only the present of this minority and the majority of asymmetric competition, it can be harmonious and win-win. And this harmonious competition, the technological development of the whole industry has a positive role in promoting.二、SWOT分析1、优势分析1、Apple品牌在全世界的号召力。2、数量庞大且为全世界范围的粉丝用户群体。且游戏本来就是iOS中产出最大的软件类别。3、众多硬件供应链、制造商的多年合作，以及垂诞与Apple合作的潜在供应商、制造商渠道，以及对于供应链渠道、硬件成本的控制能力。二, SWOT analysis1 Advantages1, Apples appeal of the brand in the world.2, and is a huge number of fans worldwide user groups. And the game has always been the largest output in iOS software category.3, a number of hardware supply chain, manufacturers of many years of cooperation and partnership with Apple gave birth down potential suppliers, manufacturers channel, and for the supply chain channel, the hardware cost of control.4、现成的优秀的硬能力。5、现成的优秀的软能力（。6、现成的世界范围的零售网络-Apple store 及各国对应或本土化的营销团队。7、现有Mac store（刚起步） 及 iOS appstore 的生态链庞大基数的游戏、应用开发商及个人开发者。8、市值第一，手握巨额现金无处可花。4, the existing capacity of the excellent hard.5, ready-made excellent soft skills.6, ready-made world-wide retail network-Apple store and national counterparts or localized marketing team.7, the existing Mac store (just started) and iOS appstore base of the ecological chain of large game, application developers and individual developers.8, the market value of the first, nowhere to be holding large amounts of cash to spend.2、劣势分析1. MacBook高昂的价格2. Mac独有的系统没有市场的竞争3. MacBook短暂的产品周期2 Disadvantages1. MacBook high prices2. Mac system is not unique to the market competition3. MacBook short product life cycle3、机会分析1. 参与到有风险的投机活动中2. 扩大企业的市场份额3. 容易使用与掌控3, the opportunity analysis1. to participate in risky speculative activities2. expanding the market share3. easy to use and control4、威胁分析1. 高等级的竞争2. 替代产品的增多3. 经济的影响逐渐衰弱4, threat analysis1. high level of competition2. an increase in alternative products3. economic impact of the gradual weakening三、广告战略1、广告战略目标提升品牌在河南省地区的品牌知名度和影响力。影响消费者心中对MacBook的定位。提升品牌形象。三, the advertising strategy1, target advertising strategyEnhance the brands brand awareness in the region of Henan Province and influence. MacBook affect the positioning of the minds of consumers. Enhance the brand image.2、产品定位针对现在人们对隐私的着重保护，以苹果独有的不会沾染病毒的Mac系统和时尚环保的外观为着重推销点。因此广告以“与众不同的你，值得拥有与众不同的Macbook”为口号做一系列宣传。2, the product positioningFor now focus on the protection of privacy, not unique to Apple Mac systems contaminated with the virus and the appearance of green fashion marketing point of focus. Therefore, advertising the unique you should have a distinctive Macbook slogan to do a series of publicity.四、广告诉求与表现策略1、广告创意采用感性和理性相结合的诉求方法，通过性能、程序、外观突出Mac Book的特点，树立产品的形象。重点突出“Mac Book”品牌的优势，以及它的与众不同。在感情上符合消费者的前卫时尚的心理，促进消费者购买欲望。四, advertising appeals and performance strategies1, the advertising creativeUsing a combination of emotional and rational appeal method, through performance, procedures, and the appearance of prominent Mac Book feature, set the products image. Focused Mac Book brand advantage, and its different. Emotionally avant-garde fashion in line with consumer psychology, to promote consumer desire to buy.2、广告表现电视广告策划2, ad performanceTV advertising campaign -镜头1：在某某校园的大教室里面，刚刚下课同学三三两两聊天。 音效:下课的铃声，以及下课之后的嘈杂声。Lens 1: In a certain large room inside the campus, just three thousand three hundred twenty-two students after class to chat. Audio: class bell, and the class after the noise.镜头2：（镜头拉近，某两位同学聊天）长发女生愁眉苦脸。画外音：（长发女生）：今天的作业怎么办啊？一张海报明天都要交呢！我今天上课可是没怎么听呀！你也没听你准备怎么办呢？Lens 2: (the camera zooms in a chat with two students) long-haired girls frown. Voice: (long hair girls): how to do the job today ah? A poster must pay it tomorrow! I have class today, but not how to listen to it! You heard how are you going to do?镜头3：两个女生边聊天边往教室外走。画外音：（短发女生）不就是一张海报吗？有什么难的？我有法宝!Lens 3: Two girls chat while walking to the classroom. Voice: (short hair girl) is a poster does not it? What is difficult? I have the magic!镜头4：在学校的长廊里，长发女生不可思议的看着短发的女生。画外音：（长发女生）什么法宝啊？赶快给我说说。Lens 4: in the school corridor, the long hair short hair girls looked incredible girls. Voice: (long hair girls) What magic ah? Tell me quickly.镜头5：短发女生对长发女生得意地笑了笑。画外音：（短发女生）我有mac book啊！它特有的mac系统中自带的作图软件让作图超级简单方便。Lens 5: Girls with long hair short hair on girls smiled proudly. Voice: (short hair girl) I have mac book ah! Its unique mac mapping software that comes with the system super-easy to plot.镜头6：MAC BOOK的标志及MAC BOOK外形（泛着金属光泽）画外音：（伴着打字音的快节奏女声）mac book特有的mac系统让你的生活更方便。Lens 6: MAC BOOK appearance of signs and MAC BOOK (glowing metallic luster) voice-over: (accompanied by the sound of fast-paced typing female voice) mac book mac system unique to make your life easier.广播广告策划小王：刘姐，这是去哪呢？刘姐：小王，我这是去买电脑呢呀！小王：刘姐前几天您家不是刚添了一台MAC BOOK吗？刘姐：小王，你不知道呀！MAC BOOK的系统太简单易上手了！这不我家老爷子在家学会用MAC BOOK上网了！Radio advertising plan -Wang: Liu sister, this is where to do? Liu sister: Amy, I do this is to buy a computer it! Amy: Sister Liu is not just a few days before your home has a MAC BOOK add it? Liu sister: Amy, you do not know! MAC BOOK system is too simple and approachable it! This is not my Fathers house at home, learn to use the MAC BOOK online!小王：哟！老爷子还真是时尚呀！快60岁了还学会上网了！这下退休在家可是有事干了！刘姐：那可不！这MAC BOOK特有的MAC系统还真是比一般的电脑用起来容易，儿子要上大学带走了，我这不赶紧去给老爷子再去买台MAC BOOK！刘姐：小王，不说了啊！我赶紧去给老爷子买MAC BOOK去。男生：与众不同的你，值得拥有与众不同的MAC BOOKWang: yo! Father really is the fashion it! Almost 60 years old has learned to access it! This next retirement home, but something did! Miss Lau: Thats not! This MAC BOOK unique MAC system really is than the average computer is easy to use, took his son to college, do not hurry to go to my Father and then buy units MAC BOOK! Liu sister: Amy, do not say, ah! I quickly went to the Father to go buy a MAC BOOK. Boys: unique you deserve to have different MAC BOOK杂志广告策划口号：与众不同的你，值得拥有与众不同的MAC BOOKSlogan ：Extraordinary you, Worth has a distinctive MAC BOOK。正文：值得拥有我的六大理由：1. 我前卫，我拥有完美个性的外观设计。2. 我整齐，我拥有严谨的触控和操控设计。3. 我简洁，我拥有简洁实用的接口设计。Text：Have six reasons that you have me:1, I avant-courier, I have perfect personality appearance design.2, I tidy, I with strict touch and control design.3. I concise, I have concise and practical interface design.4. 我强大，我拥有轻松易操作的系统。5. 我耐用，我拥有超强的续航能力。6. 我真实，我拥有真实的色彩还原能力。标题：这样的我，你不动心吗？4. Im strong, I have relaxed easy operation system.5. I durable, I have the super life ability. 6. I true, I have real color reduction ability.Title: Such me. You didnt tempted?报纸广告策划口号：与众不同的你，值得拥有与众不同的MAC BOOKSlogan ：Extraordinary you, Worth has a distinctive MAC BOOK。正文：如果，你曾因电脑死机而抓狂。如果，你曾因电脑突然重启而丢失重要东西。如果，你曾因电脑病毒的肆意侵犯而伤身。如果，你曾因系统的复杂操作而手足无措。TextIf, you have for computer to crash and mad.If you have a computer, because suddenly lost something important restart.If, you have for the computer virus to infringe and injury body.If, you have for complex operation system and helpless. 如果，你年轻充满活力。 如果，你富有创造力。 如果，你追求潮流、追求更高品质的生活。 如果，你平凡却不甘平庸。 那么，与众不同的你就值得拥有与众不同的MAC BOOK。If, you young vitality.If, you rich creativity.If you pursue the trends, pursue higher quality life.If, you ordinary yet unwilling mediocrity.So, extraordinary you, Worth has a distinctive MAC BOOK。标题：我愿平凡，但不甘平庸！Title: I would like to ordinary, but mediocrity!五、广告媒介策略(1）总的媒介组合以电视广播为主，报纸杂志为辅；(2) 电视广告在河南省内各市级电视台的黄金时段（新闻经济类节目和电视剧场前后）播放广告，由于我们此次策划是针对河南省，所以我们选择了关注度较高的各市级电视台，这些电视台在省内收视率高，可信度强。在黄金时段播出更大大加强了公民的可视度，并且在新闻经济类节目时间段播出，关注这些新闻的人比较固定，大多数为白领及成功人士，这也和我们产品的定位相吻合。五, advertising media strategy(1) the total media mix to television-based, supplemented by newspapers and magazines;(2) TV ads - within the municipal TV stations in Henan Province, the prime time (and television news programs on the economy before and after theater) advertising, as we plan for the Henan Province, so we chose cities with higher degree of concern level stations, these stations in the province high ratings, credibility and strong. Broadcast in prime time greatly enhance the visibility of citizens, and economic class in the news program broadcast time, attention to these news people relatively fixed, the majority of white-collar workers and successful people, this is also relative to the positioning of our products anastomosis.(3) 广播广告广播广告以河南各个地市的音乐电台，上下班时段播出,其优点为:这个时段关注音乐的大多都为时尚有车的白领人士，消费力强并且追求时尚，恰恰迎合了我们产品的消费群；(3) radio advertising - radio ads to various cities in Henan music radio station, commuting time television, and the advantages are: the music of this period most are concerned about the cars stylish white-collar workers, and strong consumption and the pursuit of fashion, precisely to meet the consumers of our products;( 4) 报纸杂志广告在电脑报中刊登广告，其优点为：受众大多数为有一定专业知识基础的人士，专业知识强，突出产品优缺点。(4) advertisements in newspapers and magazines - in the computer in advertising, its advantages are: the majority of the audience have a professional knowledge base, professional knowledge, strong, outstanding product advantages and disadvantages.六、促销策略（一）活动主题：前沿时尚推广新产品活动地点：全河南省各大高校的广场。活动时间：周四下午3：004：00六, promotion strategy(A) the theme: cutting-edge fashion to promote new productsVenue: Place all major colleges and universities of Henan Province.Time: Thursday 3:00-4:00 pm活动内容：在各个高校的生活区操场搭建一个活动舞台，炫酷的外观，潮流的品牌影响，让追求潮流渴望了解苹果电脑的都来参加这个活动，来到会场签到自由活动，营造一个科技时尚、简约、愉快的氛围。活动开始，展示我们的两款电脑，通过时尚鲜明的主题与高科技的影音灯光效果架起沟通与交流的桥梁，让在场的各位同学提问题，专业人士回答，以及现场自由体验。活动工作人员集体亮相穿统一服装树立公众信心。最后抽奖活动，在举办方周到、亲和的互动安排中让客户感受诚信、体验关怀。在活动结尾有抽奖活动，送出最新笔记本电脑的半年使用权。Activities: living in various colleges and universities to build a