佳能数码相机IXUS系列策划书.doc

佳能数码相机 IXUS系列策划书 班级：广告092 姓名：马奥博、方丹凤、朱丹娜 目录 前言··················································2 1、佳能品牌介绍··········································2 2、产品分析··············································2 3、环境分析··············································3 3.1、宏观环境（PEST分析）································3 3.2、竞争者分析···········································4 3.3、微观分析（SWOT分析）·······························5 4、消费者分析············································6 4.1、目标群体·············································6 4.2、消费者心理析·········································7 4.3、消费者购买的时间，频率分析···························7 4.4、消费者的品牌忠诚程度·································7 4.5、潜在消费者···········································7 5、广告策略··············································7 5.1、广告及市场营销目标···································7 5.2、广告主题·············································7 6、广告创意··············································7 6.1、平面广告·············································8 6.2、电视广告·············································8 7、媒体投放··············································9 8、效果评估··············································9 9、预算··················································9 前言 随着??国互联网的长足发展、计算机的逐渐普及、中青年娱乐方式的改变以及大学生对时尚生活的追求，数码相机越来越成为大众的家用必备机。 佳能的中国事业开始于20世纪70年代末改革开放之初。二十多年来，佳能的中国事业伴随着中国的全面进步获得了成长和壮大，“共生”的理念已经结出硕果。在大连、珠海、中山、苏州等地，佳能拥有11家独资公司和3家合资公司，其中2001年在苏州新区投资近1亿美元建成的工厂，是迄今佳能全球最大的工厂。截至目前，佳能在华投资已累积达10亿美元，拥有员工28，769人，在众多的外资企业中名列前茅。 佳能成功运用其世界顶级的影像技术，生产出高质量的相机，连续几年全球销量第一。2010年1月28日，佳能集团发布2009年度财报。财报显示，在中国市场，其销售额以20%的年度高增长率持续领跑。在照相机市场上，数码相机销量同比增长了4%。 策划书的设计，是为了佳能能更了解市场状况，得到更多的市场信息，从而设计出相应的方案，提高销售业绩，扩大市场占有，继续在行业中稳步领跑。 本策划文本包括市场调查与分析、广告策略、广告计划、附录等组成部分 , 全面涵盖了本次策划运作的内容 , 为本次广告活动提供策略和实施方法的全面指导。 现提交广告活动策划方案文本。 佳能品牌简介 佳能是全球领先的生产影像与信息产品的综合集团。佳能的产品系列共分布于三大领域：个人产品、办公设备和工业设备，主要产品包括照相机及镜头、数码相机、打印机、复印机、传真机、扫描仪、广播设备、医疗器材及半导体生产设备等。在世界各地拥有子公司200家，雇员超过10万人。 佳能的代言人:成龙,飞轮海，Avril Lavigne(艾薇儿)，吴彦祖，郑伊健 莫文蔚，赵晨浩、BOSS、热力兄弟等 佳能的企业理念是“共生”，共生是指忽略文化、习惯、语言、民族等差异，努力建设全人类永远“共