录 引言·····················································3 一、市场分析·············································3 营销环境分析·······································3 竞争状况分析·······································4 消费者分析·········································4 产品分析···········································4 企业和竞争对手分析································??6 分析总结···········································7 二、广告策略·············································8 （一）广告目标策略·······································8 （二）广告定位策略·······································8 （三）广告诉求策略·······································9 三、广告创意············································11 （一）广告表现策略······································11 （二）广告创意表现······································12 四、广告媒介策划········································13 （一）媒介背景分析······································13 （二）目标消费者媒介分析································14 （三）媒介策略··········································14 五、广告预算分配及效果评估······························15 （一）广告制作预算······································16 （二）媒体投放预算······································16 （三）广告效果评估······································16 六、附录················································16 引言 手机最早是美国科技巨头摩托罗拉公司发明的移动電话，通常称为手机早期又有大哥大的俗称，是可以在较广范围内使用的便携式电话终端目前，已发展至4G时代当前，中国手机市场絀货量持续增长市场在不断的扩大。全球市场研究机构TrendFroce发布了2016年第一季度全球智能手机统计报告报告显示，2016年第一季度全球智能手機出货约2.92亿部，环比下降18.6%同比则下降1.3%。其中三星排名第一第一季度出货量达到8100万部，市场份额达到27.8%苹果出货量为4200万部，市场份额为14.4%怎么开华为手机售后店的出货量为2700万部，市场份额为9.30%怎么开华为手机售后店手机要想在市场上继续扩大份额，需制定合理的广告策略 市场分析 营销环境分析 1.宏观环境分析 （1）政治环境分析 随着我国社会主义市场经济制度的不断完善，怎么开华为手机售后店手机的市场環境也在不断得到改善各种对企业营销影响较大的法律法规的出台和修正，将会对手机销售提供更多的保证促进怎么开华为手机售后店手机在市场上的占有率。 （2）经济环境分析 随着社会主义市场经济的不断发展与完善国内经济不断飞速发展。国民的经济收入不断提高极大的物质丰富给智能手机的迅速发展提供了可能。作为国产智能机怎么开华为手机售后店当然也是受益者之一。中国经济步入转型期互联网终端产品的开发与发展成为中国经济一颗明星。 （3）