依波手表广告策划研究

发布时间：2018-08-15 14:50

【摘要】：以手表广告做研究深入，分析比较国内外名品牌手表的成功策略与优势为前提，分析依波手表品牌策略的成功之处与产品尚有可发展空间的地方。通过一系列依波手表策划行业的市场调查分析以及对依波手表方案的策划设计与思考，对依波表当前的背景和现状做一个宏观的分析，分析其品牌的策略优越性的同时，，还与其他同类品牌竞争相比较的不同与胜出。总结出各种媒介等的宣传模式及和手绘海报形式的融合和创新，以及在营销策略中推广的个性赠品促销，并在市场定位策略运用中，将符合品牌定位的情感化视觉元素结合不同媒介形式进行系列化、多角度的方案创意设计，并衍生一些配合主题海报的赠品创意的设计，从而为了从多方面更好的诠释和解释整个策划方案的定位与实施。以达到对一个手表品牌的广告策划研究。此广告策划案是建立在对依波手表的宏观市场调查下和对广告策划本身的研究下所作的模拟的依波手表广告策划案，媒介策略和广告执行计划部分还有待研究和深入。
[Abstract]:Based on the in-depth study of watch advertising, this paper analyzes and compares the successful strategies and advantages of domestic and foreign famous watches, and analyzes the success of Yibo watch brand strategy and the place where the product can be developed. Through a series of market investigation and analysis of Yibo watch planning industry, as well as the planning design and thinking of Yibo watch scheme, this paper makes a macro analysis of the current background and present situation of the Yibo watch, and analyzes the superiority of its brand strategy at the same time. Also with other similar brand competition compared with the difference and win. This paper summarizes the combination and innovation of various media and hand-painted poster forms, as well as the promotion of individual gifts in marketing strategies, and the use of market positioning strategies. The emotional and visual elements in line with brand positioning are serialized in combination with different media forms, with multi-angle creative design, and some creative designs of gifts with theme posters are derived. In order to better interpret and explain the location and implementation of the whole plan from many aspects. In order to achieve a watch brand advertising planning research. This advertising planning case is based on the simulation of Yibo watch under the macro market research and advertising planning itself. The media strategy and advertising execution plan are still to be studied and deepened.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;F426.87

【共引文献】