洗发水广告策划-毕业论文

目录前言11企业背景211公司概况212公司目前经营状况213企业产品简介32环境分析421市场分析4211市场规模4212市场构成4213市场基本状况522竞争分析6221企业的竞争者6222主要竞争者分析7223竞争者的广告策略923消费者分析10231消费者特征10232消费者购买心理11233消费者信息搜集11234消费者的购买习惯12235消费者的购后行为12236目标消费者的确定1224产品分析13241XXX产品特点13242产品在消费者心目中的地位1425媒体分析1426XXX发展机会分析163广告战略1631广告目标1632广告重点1633广告对象1734广告地区174广告策略1741广告创意策略17411广告创意原则17412广告创意方向1842媒体策略1843广告实施策略19431广告时机策略19432广告频度策略195广告实施方案1951广告时间1952广告执行方案2053各媒体广告作品21531电视广告21532交通广告22533店内广告POP23534广告媒体播出时间表及费用2354公共关系2555人员推销2556其他促销活动256广告预算267广告效果预测2871广告效果事前预测与评估2872广告效果事中预测与评估2873广告效果事后预测与评估29结论30参考文献31致谢32附录33前言近年来，我国的洗发水市场格局一直处于较为稳定的状态,跨国公司的知名产品基本上占据了市场的主导地位，并形成了各自的品牌忠诚的群体。例如宝洁（PMAYBEBACKINTHEPAST,TOONESELFTHEPARANOIDWEIRDBELIEFDISILLUSIONMENT,THESEDAYS,MYMINDHASBEENVERYMESSY,INMYMINDCONSTANTLYALWAYSFEELONESELFSHOULDGOTODOSOMETHING,ORWRITESOMETHINGTWENTYYEARSOFLIFETRAJECTORYDEEPLYSHALLOW,SUDDENLYFEELSOMETHING,DOIT一字开头的年龄已经到了尾声。或许是愧疚于自己似乎把转瞬即逝的很多个不同的日子过成了同一天的样子；或许是追溯过去，对自己那些近乎偏执的怪异信念的醒悟，这些天以来，思绪一直很凌乱，在脑海中不断纠缠。总觉得自己自己似乎应该去做点什么，或者写点什么。二十年的人生轨迹深深浅浅，突然就感觉到有些事情，非做不可了。THEENDOFOURLIFE,ANDCANMEETMANYTHINGSREALLYDO而穷尽我们的一生，又能遇到多少事情是真正地非做不可DURINGMYCHILDHOOD,THINKLUCKYMONEYANDNEWCLOTHESARENECESSARYFORNEWYEAR,BUTASTHEADVANCEOFTHEAGE,WILLBEMOREANDMOREFOUNDTHATTHOSETHINGSAREOPTIONALJUNIORHIGHSCHOOL,THOUGHTTOHAVEACRUSHONJUSTMEANSTHATTHEREALGROWTH,BUTOVERTHEPASTTHREEYEARSLATER,HISWRITINGOFALUMNIINPEACE,SUDDENLYFOUNDTHATISNTREALLYGROWUP,ITSEEMSISNOTSOIMPORTANTTHENINHIGHSCHOOL,THINKDONTWANTTOGIVEVENTTOOUTYOURINNERVOICECANBEINTHEHIGHSCHOOLCHILDRENOFTHEFEELINGSINAPERIOD,BUTWASEVENTUALLYINFARCTIONWHENGRADUATIONPARTYINTHETHROAT,LATERAGAINSTOODONTHEPITCHHEHASSWEATPROFUSELY,LOOKEDATHISTHROWNABASKETBALLHOOPS,SUDDENLYFOUNDHIMSELFHASALREADYCANTREMEMBERHISAPPEARANCE童年时，觉得压岁钱和新衣服是过年必备，但是随着年龄的推进，会越来越发现，那些东西根本就可有可无；初中时，以为要有一场暗恋才意味着真正的成长，但三年过去后，自己心平气和的写同学录的时候，突然就发现是不是真正的成长了，好像并没有那么重要了；然后到了高中，觉得非要吐露出自己的心声才能为高中生涯里的懵懂情愫划上一个句点，但毕业晚会的时候最终还是被梗塞在了咽喉，后来再次站在他曾经挥汗如雨的球场，看着他投过篮球的球框时，突然间发现自己已经想不起他的容颜。ORIGINALLY,THISWORLD,CANPRODUCEACHEMICALREACTIONTOANEVENT,INADDITIONTORESOLUTELY,HAVETODO,ANDTIME原来，这个世界上，对某个事件能产生化学反应的，除了非做不可的坚决，还有，时间。APERSONSTIME,YOURIDEASAREALWAYSSPECIALTOCLEARWANT,WANT,LINEISCLEAR,ASIFNOTHINGCOULDSHAKEHISALSOONCESEEMEDTOBEDETERMINEDTODOSOMETHING,BUTMOREOFTENISHEBACKEDOUTATLASTDISLIKEHISCOWARDICE,FINALLYFOUNDTHATTHEREAREALOTOFLOVE,THEREAREALOTOFMISS,LIKESHADOWREALLYHAVEBEENDOOMEDTHOSEWHODO,JUSTGREENYEARSONESELFGIVEONESELFANARMINJECTION,ORISASELFRIGHTEOUSSPIRITUAL一个人的时候，自己的想法总是特别地清晰。想要的，不想要的，界限明确，好像没有什么可以撼动自己。也曾经好像已经下定了决心去做某件事，但更多的时候是最后又打起了退堂鼓。嫌恶过自己的怯懦，最终却发现有很多缘分，有很多错过，好像冥冥之中真的已经注定。那些曾经所谓的非做不可，只是青葱年华里自己给自己注射的一支强心剂，或者说，是自以为是的精神寄托罢了。ATTHEMOMENT,THESKYISDARK,THEAIRISFRESHFACTORAFTERJUSTRAINEDSUDDENLYTHOUGHTOFBLUEPLAIDSHIRTTHOSEWEREBROKENINTOVARIOUSSHAPESOFSTATIONERYFROMTHECORNERATTHEBEGINNINGOFDEEPFRIENDSHIPHAVEDECLAREDTHEENDOFTHEENCOUNTERTHATHAVENTSTARTPLANNINGTHOSEYEARS,THOSEDAYSOFDO,FINALLY,LIKEYOUTH,WILLENDINOURLIFE此刻，天空是阴暗的，空气里有着刚下过雨之后的清新因子。突然想到那件蓝格子衬衫；那些被折成各种各样形状的信纸；那段从街角深巷伊始的友谊；还有那场还没有开始就宣告了终结的邂逅计划那些年那些天的非做不可，终于和青春一样，都将在我们的人生中谢幕。BAUMGARTNERTHEDISAPPOINTINGNEWSMISSIONABORTEDRPLAYSANIMPORTANTROLEINTHISMISSIONSTARTINGATTHEGROUND,CONDITIONSHAVETOBEVERYCALMWINDSLESSTHAN2MPH,WITHNOPRECIPITATIONORHUMIDITYANDLIMITEDCLOUDCOVERTHEBALLOON,WITHCAPSULEATTACHED,WILLMOVETHROUGHTHELOWERLEVELOFTHEATMOSPHERETHETROPOSPHEREWHEREOURDAYTODAYWEATHERLIVESITWILLCLIMBHIGHERTHANTHETIPOFMOUNTEVEREST55MILES/885KILOMETERS,DRIFTINGEVENHIGHERTHANTHECRUISINGALTITUDEOFCOMMERCIALAIRLINERS56MILES/917KILOMETERSANDINTOTHESTRATOSPHEREASHECROSSESTHEBOUNDARYLAYERCALLEDTHETROPOPAUSE,ECANEXPECTALOTOFTURBULENCEATHESUPERSONICDESCENTCOULDHAPPENASEARLYASSUNDATHEWEATHETHEBALLOONWILLSLOWLYDRIFTTOTHEEDGEOFSPACEAT120,000FEETTHEN,IWOULDASSUME,HEWILLSLOWLYSTEPOUTONTOSOMETHINGRESEMBLINGANOLYMPICDIVINGPLATFORMBELOW,THEEARTHBECOMESTHECONCRETEBOTTOMOFASWIMMINGPOOLTHATHEWANTSTOLANDON,BUTNOTTOOHARDSTILL,HELLBETRAVELINGFAST,SODESPITETHEDISTANCE,ITWILLNOTBELIKEDIVINGINTOTHEDEEPENDOFAPOOLITWILLBELIKEHEISDIVINGINTOTHESHALLOWENDSKYDIVERPREPSFORTHEBIGJUMPWHENHEJUMPS,HEISEXPECTEDTOREACHTHESPEEDOFSOUND690MPH1,110KPHINLESSTHAN40SECONDSLIKEHITTINGTHETOPOFTHEWATER,HEWILLBEGINTOSLOWASHEAPPROACHESTHEMOREDENSEAIRCLOSERTOEARTHBUTTHISWILLNOTBEENOUGHTOSTOPHIMCOMPLETELYIFHEGOESTOOFASTORSPINSOUTOFCONTROL,HEHASASTABILIZATIONPARACHUTETHATCANBEDEPLOYEDTOSLOWHIMDOWNHISTEAMHOPESITSNOTNEEDEDINSTEAD,HEPLANSTODEPLOYHIS270SQUAREFOOT25SQUAREMETERMAINCHUTEATANALTITUDEOFAROUND5,000FEET1,524METERSINORDERTODEPLOYTHISCHUTESUCCESSFULLY,HEWILLHAVETOSLOWTO172MPH277KPHHEWILLHAVEARESERVEPARACHUT