整合传播营销

APPLEMARKETINGCOMMUNICATIONPLANContentsExecutiveSummary...................................................................................................................2SituationAnalysis......................................................................................................................2Companyanalysis..............................................................................................................2Competitoranalysis...........................................................................................................3Consumeranalysis.............................................................................................................3Marketanalysis..................................................................................................................3Productanalysis.................................................................................................................4Problemsandopportunities..............................................................................................4TargetMarketProfile................................................................................................................6Objectives..................................................................................................................................7Marketingobjectives.........................................................................................................7Communicationobjectives................................................................................................7Advertisingobjectives.......................................................................................................7MarketingCommunicationStrategy.........................................................................................8Advertisingstrategy...........................................................................................................8MediaStrategy..................................................................................................................9Salepromotionstrategy..................................................................................................11PublicRelationStrategy...................................................................................................11Directmarketingstrategy................................................................................................11Othermarketingstrategies.............................................................................................14CampaignEvaluation...............................................................................................................14Budget.....................................................................................................................................15Appendix..................................................................................................................................152ExecutiveSummaryAppleCompanyhaschangedtheelectronicproducts’world.WhenthecustomerspurchasingtheAppleproducts,asidepartfromthefunctionofproductsthemselves,whatdotheycareaboutthemost?It’s“APPLE”,thebranditself.China,asthebiggestmarketoftheworld,howcouldAppleCompanyfurtherstepinit?ThisisanintegratedmarketingcommunicationplantodevelopAppleCompany’sbrandinChina.WhilecontinuingtodeveloptheAppleCompany’sbrandconcept,ourhavetwomainobjectives.Theoneistoestablishanddisseminateanadvancedlifeconcept---Simple,SmartandHighQuality.Besides,becausemostofsoftwaremustbepaidintheAppStore,ifconsumersaresucceedinbreakingprison,theycaninstallandusethesoftwareforfree.SoanotherobjectiveistopayattentiontotheutilitysoftwarecopyrightinChinamarket,andstrengthencopyrightconsciousnessforChinesetargetcustomerstoletthemrealizethatthesoftwareisasgoodasthehardware.SituationAnalysisCompanyanalysisThecompany’ssalesreachto307.2billionin2011accordingtoRobertCihra’sreport.Company’sgeneralobjectiveisbeingtheleaderofelectronicproductsandpromotebrandimagetomakeprofit.Theresourcesofappleorganizationcanbeusedinmanyaspects,suchasabundantfinance,advancedtechniqueandeffectivemanagerialapproach.Apple‘sexperientialstoreisthepioneerofthe3contemporarymarketingstrategies.Thestorespromotethebrandimpressivelyandinspireconsumerstobuytheproductsintensively.CompetitoranalysisHTC,Sumsung,Nokia,Blackberry,Dell,andSonyarethedirectandindirectcompetitorsofbrand.Thesecompetitorshaveadvantagesondurability,cameradevice,andgoodlookingdesign.Withthedevelopmentofothercompetitors’technology,theirsystemsbecomeeasiertooperateandlessleaks.Inpast,thecompetitors’marketingcommunicationsmainlyincludetheInternet,newsreleaseandformonemouthtoonemouth.Bytheseways,theirbrandsandproductinformationcanbespreadtosomeextent.Thesecommunicationsmakethemsustaingreatdealofcustomers.ConsumeranalysisTeenagersandelitesaremainlyourtargetaudience.Ourtargetaudiencescertainlyhavebettereconomicability.Teenagerspursuethefashionandluxury,whiletheelitesgoafterthehighlevelelectronicproduct