第1页共20页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共20页立顿广告文案策划目录第一章绪论..............................................................................................................................11.选题背景...............................................................................................................................1第二章分析....................................................................................................................................21.1环境分析............................................................................................................................21.1.1宏观环境分析.........................................................................................................31.2消费者分析........................................................................................................................31.2.1消费者总体分析......................................................................................................31.2.2立顿奶茶的消费人群..............................................................................................51.2.3消费人群分析.........................................................................................................51.3产品分析............................................................................................................................61.3.1奶茶产品需求分析..................................................................................................61.3.2立顿奶茶未来的发展趋势和目标..........................................................................71.3.3产品竞争力分析......................................................................................................81.3.4立顿奶茶的成功因素分析......................................................................................91.3.5立顿奶茶对行业的影响预测................................................................................101.4竞争者分析......................................................................................................................111.4.1香飘飘...................................................................................................................111.4.2优乐美...................................................................................................................121.4.3整体对比评价.......................................................................................................12第三章广告策略..........................................................................................................................143.1广告的目标......................................................................................................................143.2广告诉求的对象...............................................................................................................143.3广告诉求的重点...............................................................................................................153.4广告文本..........................................................................................................................16七彩笑容篇....................................................................................................................163.4.1角色介绍：..........................
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