目 录摘 要..........................................................1Abstract.........................................................2引 言..........................................................31. 中国考研机构发展分析..........................................41.1 中国考研教育机构发展背景...................................41.2 中国考研教育机构行业发展分析...............................42.考研教育机构市场需求分析及受众需求分析.........................42.1 考研教育机构市场需求分析...................................42.2 考研教育机构受众需求分析...................................53.“海天”教育品牌策划方案设计...................................53.1 海天教育企业背景...........................................53.2 产业介绍...................................................53.3 策划的原因及目的...........................................63.4 市场环境分析...............................................64. 发展策划......................................................84.1.发展思想..................................................84.2 产品定位...................................................85. 品牌传播策略..................................................95.1 策略目的...................................................95.2 目标受众需求...............................................95.3 广告策略...................................................95.4 媒体策略..................................................115.5 公关策略（事件行销）......................................125.6 人员推广..................................................135.7 销售促进..................................................146. 整合营销传播效果.............................................146.1 从经济效益上..............................................146.2 从社会效益上..............................................146.3 从心理效益上..............................................147. 问题与解决...................................................158. 费用预算.....................
