(精品营销资料）黄金酒广告定位与传播策略研究 57页.doc

摘 要 随着国民经济的高速发展，物质生活水平日益提高，促使人们更加重视身体健康的自我保护，人们在饮酒的同时也对饮酒对身体带来的危害产生了隐忧，所以，消费者迫切渴望一种既有白酒的口味又能保健养生的功能型白酒。 基于强烈的市场需求，黄金酒问世了！为了打开全国市场，巨人集团投入了大量的广告，但却出现了等许多问题。 本文从理论和实践上分析了黄金酒广告的现有定位、传播策略的问题，并提出了解决方案。 文中指出广告宣传随着市场的不断成熟，已从说的“越多越好”逐渐走向对产品的重点功能和特色进行针对性宣传；同时，必须围绕着产品的定位，采取整合性的传播策略以保证传播信息的准确性和完整性。 如今，越来越多的广告充斥着人们的生活，只有让产品找到合适的定位，并且准确的传递到消费者才能占领市场，做大做强。 关键词：黄金酒 ；广告 ；定位 ；传播 ABSTRACT With the rapid development of the national economy, and rising living standards,people promote good health and pay more attention to self-protection.People care about the harmful effects to their body when they are drinking.So the consumers desire a function liquor both with liquor taste and health care. Based on strong market demand, Gold liquor has come out! In order to open up national markets, the Giant group invested heavily in advertisement, but many problems have came out. In this paper, the theoretical and practical analysis of the existing gold liquor advertising positioning, communication strategy, and proposed solutions. As the article pointed out that the advertising market continues to mature, from the better products has gradually focused on the functions and features to carry out targeted publicity. At the same time, we must focus on product positioning strategy to take integration to ensure the dissemination of information reaching consumers, after targeting the accuracy and completeness. Today, more and more ads are full of peoples lives, only to find the right product positioning and accurate delivered to the consumers, The group can be bigger and stronger. Keywords：gold liquor ;advertisement ; locate ; spreading 目 录 1 巨人集团及黄金酒概况 1 1.1 巨人集团概况 1 1.1.1 公司简介 1 1.1.2发展历程 2 1.1.3 主要产品 2 1.1.4 企业文化 4 1.2 黄金酒简介 5 1.2.1黄金酒缘起 5 1.2.2黄金酒介绍 6 1.2.3 黄金酒销售状况 7 2 黄金酒广告传播现状 10 2.1黄金酒广告文案设计 10 2.1.1电视广告 10 2.1.2户外POP广告 11 2.2广告的投放 13 2.3广告的效果调查 14 2.4存在的主要问题 18 3 黄金酒市场环境分析 19 3.1中国白酒市场分析 19 3.1.1 市场概况 19 3.1.2行业发展影响因素 19 3.1.3主要生产厂家 20 3.2中国保健品市场 21 3.2.1 市场概况 21 3.2.2行业发展影响因素 22 3.2.3主要生产厂家