森马服饰广告调研报告

森马服饰广告调研报告

姓名:乔智飞

班级:09营销3班

学号:310910070318

目录

1.前

言 ..................................................................... .. (3)

1.1市场背

景 ..................................................................... .................................... 3 1.2调查目的和解决的问

题 ..................................................................... . (3)

2.调研过程和方

法 ..................................................................... . (3)

3.产品定位和现状分

析 ..................................................................... .. (4)

3.1产品定

位 ..................................................................... .................................... 4 3.2消费者分

析 ..................................................................... .. (4)

3.3产品分

析 ..................................................................... .................................... 43.4企业营销战略分

析 ..................................................................... (5)

3.5企业发展的阻碍分

析 ..................................................................... .. (5)

4.广告分

析 ..................................................................... (5)

4.1主要广告

语 ..................................................................... ................................ 5 4.2主要代言

人 ..................................................................... ................................ 6 4.3广告媒体策

略 ..................................................................... ............................ 6 4.4部分店内宣传广

告 ..................................................................... ..................... 7 4.5广告效果分

析 ..................................................................... . (7)

5.竞争者分析...................................................................... .. (8)

5.1美特斯邦

威 ..................................................................... ................................ 8 5.2以

纯 ..................................................................... ............................................ 9 5.3班尼

路 ..................................................................... . (9)

6.总结分

析 ..................................................................... . (10)

6.1总

结 ..................................................................... .......................................... 10 6.2分析建

议 ..................................................................... .. (10)

1.前言

1.1市场背景

中国服装企业起步较晚，而真正形成品牌热潮也才是近些年的事情，伴随互联网时代的到来，年轻消费者日益追求个性青春与舒适随意，青年时尚品牌的发展十分迅速。