预览加载中，请您耐心等待几秒...

整合传播营销.docx

预览
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10

亲，该文档总共16页，到这已经超出免费预览范围，如果喜欢就直接下载吧～

下载提示 文本预览

如果您无法下载资料，请参考说明：

1、部分资料下载需要金币，请确保您的账户上有足够的金币

2、已购买过的文档，再次下载不重复扣费

3、资料包下载后请先用软件解压，在使用对应软件打开

编号：时间：2021年x月x日书山有路勤为径学海无涯苦作舟页码：APPLEMARKETINGCOMMUNICATIONPLANContentsExecutiveSummary3SituationAnalysis3Companyanalysis3Competitoranalysis3Consumeranalysis4Marketanalysis4Productanalysis5Problemsandopportunities5TargetMarketProfile6Objectives7Marketingobjectives7Communicationobjectives8Advertisingobjectives8MarketingCommunicationStrategy8Advertisingstrategy8MediaStrategy9Salepromotionstrategy11PublicRelationStrategy12Directmarketingstrategy14Othermarketingstrategies14CampaignEvaluation14Budget15Appendix15ExecutiveSummaryAppleCompanyhaschangedtheelectronicproducts’world.WhenthecustomerspurchasingtheAppleproductsasidepartfromthefunctionofproductsthemselveswhatdotheycareaboutthemost?It’s“APPLE”thebranditself.ChinaasthebiggestmarketoftheworldhowcouldAppleCompanyfurtherstepinit?ThisisanintegratedmarketingcommunicationplantodevelopAppleCompany’sbrandinChina.WhilecontinuingtodeveloptheAppleCompany’sbrandconceptourhavetwomainobjectives.Theoneistoestablishanddisseminateanadvancedlifeconcept---SimpleSmartandHighQuality.BesidesbecausemostofsoftwaremustbepaidintheAppStoreifconsumersaresucceedinbreakingprisontheycaninstallandusethesoftwareforfree.SoanotherobjectiveistopayattentiontotheutilitysoftwarecopyrightinChinamarketandstrengthencopyrightconsciousnessforChinesetargetcustomerstoletthemrealizethatthesoftwareisasgoodasthehardware.SituationAnalysisCompanyanalysisThecompany’ssalesreachto307.2billionin2011accordingtoRobertCihra’sreport.Company’sgeneralobjectiveisbeingtheleaderofelectronicproductsandpromotebrandimagetomakeprofit.Theresourcesofappleorganizationcanbeusedinmanyaspectssuchasabundantfinanceadvancedtechniqueandeffectivemanagerialapproach.Apple‘sexperientialstoreisthepioneerofthecontemporarymarketi