R&G舒肤佳蜂胶香皂成都地区营销广告策划书二O—二年•六月专业：市场营销姓名：教师：学号:2009243091宝洁（中国）有限公司舒肤佳香蜂胶香皂营销广告策划书目录1.舒肤佳香皂分析........................................................................................................11.1舒肤佳香皂分析...............................................................................................11.1.1舒肤佳香皂历史背景...............................................................................11.1.2舒服佳香皂与人文精神的关系...................................................................11.1.3舒肤佳香皂受众分析...............................................................................21.2主要同类香皂分析............................................................................................22•舒肤佳香皂定位......................................................................................................32.1日化用品行业概述............................................................................................32.2日化用品市场特点............................................................................................32.2.1行业竞争激烈.........................................................................................32.2.2消费潜力巨大.........................................................................................42.2.3营销职能下移.........................................................................................42.3日化用品（香皂）行业市场状况.........................................................................42.4舒肤佳蜂胶皂定位理论分析...............................................................................52.5舒肤佳蜂胶香皂市场可行性分析.........................................................................52.6舒肤佳蜂胶香皂广告定位策略............................................................................62.6.1价格定位...............................................................................................62.6.2功效定位...............................................................................................62.6.3外形定位...............................................................................................62.6.4包装定位...............................................................................................62.6.5品牌定位...............................................................................................62.6.6对比定位...............................................................................................63舒肤佳蜂胶香皂广告内容定位.....................................................................................73.1文案..............................................................................................................73.1.1童年篇..................................................................................................73.1.2青年篇..................................................................................................73.1.3成人篇..................................................................................................73.2创意模式........................................................................................................84媒体营销策略.....................................................................................................