淘寶市場(chǎng)分析

TaobaoAd.PlanGroupmember:朱琳周玥趙歡鄭奕純鄭沖常峻橋2023/12/91AdvertisingPlan1.SituationAnalysis2.AdvertisingObjectives3.TargetAudience4.AdvertisingStrategy5.AllocationFunds6.TestandEvaluation2023/12/92SituationAnalysisCompany’scurrentmarketingsituationTargetmarketdescriptionSWOTPEST2023/12/93AdvertisingObjectivesMakeanannouncementofthe“雙Dan”salespromotion.Makesurethataudienceknowclearlyaboutinformation.Persuadeaudiencetobuygoods.2023/12/94AdvertisingObjectivesEnlargethebrandcognitionMaintainthestatusnowTaobaogetsintheE-market.Sharemoremarketinterestsofonlineshopping.2023/12/95TargetaudienceselectingFemalesAgebetween18to30WhitecollarsHigh-educatedpeople,especiallythecollegestudents2023/12/96AdvertisingStrategyCreativeStrategyMediaStrategy2023/12/97CreativeStrategyWechooseChrismasdayandNewYearday(雙Dan)tocarryoutlarge-scalepromotion.

Releasetheconsumers’desireofpurchasinggoods.Enjoytherelaxingatmosphere.NovacationonChristmasdayOnlineshopping—thebestchoice2023/12/98CreativeStrategyTherearehundredsofproductsinTaobaowhichare50%off.

Nomatterwhattheconsumerswant,theconsumerscanfindit.Moreandmorepeoplejointhediscountcampaign,whichformstheMatthewEffect.2023/12/99CreativeStrategyFromChrismasdaytoNewYearday,welaunchesdiffirentkindsofproductseveryday.

Forexample,onChrismasday,wemainlyprovidesproductsoffashionbrand.However,onNewYearday,weceremoniouslypushesoutthehouseholdappliances.2023/12/910CreativestrategyOurmainlystylein“雙蛋”salespromotioniswarm,vividandhappy.

OnChrismasdayandNewYearday,wewanttoconstructawarm,harmonious,vividandhappyatmosphere.2023/12/911CreativeStrategySlogan:“雙Dan”時(shí)節(jié)

你還能“Dan”定嗎？圣“誕”元“旦”“淡”定2023/12/9122023/12/913Pleaseenjoyourvideo…2023/12/914MediastrategyCommunicationobjectivesUseofmediavehiclesSchedulesofMediaPlan2023/12/915CommunicationObjectivesreachmosttargetaudiencesStrengthenaudiences’awarenessTomaximizethegrossratingpointsIncreasetheadforce.2023/12/916UseofmediavehiclesOnlinead.Outdoorad.Newspaperad.TVad.Radioad.Emailead.Cellphone-newspaperad.2023/12/917SchedulesofMediaPlantheprimetimeandairtimethespaceofAFoldofnewspapers2023/12/9182023/12/919Allocationfunds:about11,535,890￥MediaBuyingBudgetVideoProductionBudget2023/12/920VideoProductionBudget(About0.7million)ThestaffsofFilmcrew:Twodirectors,Twophotographers,Onemake-updesigner,Onedressdesigner,Onepost-producer,Twodubbingartists,FifteenfieldstaffsProperty:lights,cameras,andtheotherrecordtoolsVenuerental:accordingtoplaceandtimetochargeArtists:Five2023/12/921OnlineMediaBuyingAd.positiondatepricetotalQQMiniNewsHomePage—LowerrightcornerbuttonDec.24-25,Dec.31-Jan.0150,000￥/Day4*50,000=200,000￥MSNMSNTodayhomepage—Richmedia70￥/CPM200,000￥(onlyinfirst-tier&second-tiercities)RenrenHomepageupperleft—AcrossColumn(55,000￥/Turn6*55,000=330,000￥SinaHomepageright-side—MovingIcon50,000￥/Day4*50,000=200,000￥TudouVideoplayingpage—backgroundad.30￥/CPM200,000￥YoukuVideoplayingpageright-side—Banner50,000￥/Day4*50,000=200,000￥56Videoplayingpagepausingtime—Interstitial16,000￥/Day4*16,000=64,000￥Total1,394,000￥2023/12/922Outdooradvertising(20days)AdvertisingmediaselectionBeijingShanghaiGuangzhouShenzhenHangzhouChengduBulletins√√√Spectaculars√Transitshelters√√O(píng)utsideposters√√√√Insideposters√√√Electronicsigns&displaypanels√√√Subway√√√2023/12/923CitytypesBeijingShanghaiGuangzhouShenzhenHangzhouChengduBulletinsunitprice600600300number10010200total60,00060,00060,000Spectacularsunitprice60,000number5total300,000Transitsheltersunitprice10,0007,5004,000number10100100total100,000750,000400,000Outsidepostersunitprice6,0007012,0004500number103001100total60,00021,00012,000450,000Insidepostersunitprice480500number200200total96,000100,000Electronicsigns&displaypanelsunitprice278,0008,64075,000number111total278,0008,64075,000AirportunitpricenumbertotalSubwayunitprice68,000550,00018,000number111total68,000550,00018,000Total3188,640RMB2023/12/924TVAd.BuyingTVAdstimeAdslengthPrice:￥CCTV-1今日說(shuō)法前30秒126,000CCTV-1情感劇場(chǎng)中插一30秒117,000CCTV-1下集預(yù)告前中插廣告一30秒226,800CCTV-1下集預(yù)告前中插廣告二30秒203,400CCTV-2全球資訊榜30秒28,800CCTV-2非常6＋130秒99,000CCTV-2開(kāi)心辭典30秒82,800CCTV-2經(jīng)濟(jì)半小時(shí)30秒117,000CCTV-2周末精品節(jié)目前30秒88,200CCTV-2周末精品節(jié)目后30秒72,000CCTV－3同一首歌30秒171,900CCTV－3想挑戰(zhàn)嗎30秒108,000CCTV－3星光大道30秒91,800CCTV-4經(jīng)典劇場(chǎng)1前30秒40,900CCTV-4經(jīng)典劇場(chǎng)1后30秒40,900CCTV-419點(diǎn)電視劇前30秒72,000CCTV-419點(diǎn)電視劇后30秒86,400CCTV-4走遍中國(guó)30秒104,400湖南衛(wèi)視《偶像獨(dú)播劇場(chǎng)四》插播15秒20,000湖南衛(wèi)視《播報(bào)多看點(diǎn)》插播15秒22，000湖南衛(wèi)視《娛樂(lè)無(wú)極限》及周末同時(shí)段插播15秒20,000湖南衛(wèi)視《金鷹獨(dú)播劇場(chǎng)》一片頭后15秒50,000湖南衛(wèi)視《青春獨(dú)播劇場(chǎng)一》插播15秒17,000湖南衛(wèi)視《天天向上》插播15秒125，000湖南衛(wèi)視《快樂(lè)大本營(yíng)》插播15秒150，000浙江衛(wèi)視綜藝精選30秒51，000浙江衛(wèi)視黃金劇場(chǎng)前15秒46，000浙江衛(wèi)視黃金劇場(chǎng)劇間15秒53，000浙江衛(wèi)視綜藝節(jié)目前15秒53，000浙江衛(wèi)視周五《我愛(ài)記歌詞》插播15秒100，000浙江衛(wèi)視周六《我是大評(píng)委》插播15秒75，000浙江衛(wèi)視周日《愛(ài)唱才會(huì)贏》插播15秒70，000江蘇衛(wèi)視雙休獨(dú)播劇場(chǎng)（周六、周日）15秒25，000江蘇衛(wèi)視綜藝節(jié)目(周六、日)15秒60，000江蘇衛(wèi)視時(shí)刻準(zhǔn)備著(周五)欄目后15秒60，000江蘇衛(wèi)視非誠(chéng)勿擾(周六、日)插播15秒120，000江蘇衛(wèi)視非誠(chéng)勿擾(周六、日)欄目后15秒80，000安徽衛(wèi)視正午劇場(chǎng)30秒18，600安徽衛(wèi)視女性劇場(chǎng)30秒36，000安徽衛(wèi)視周末大放送30秒21,600安徽衛(wèi)視劇風(fēng)行動(dòng)30秒60,000安徽衛(wèi)視周日我最大30秒60,000上海衛(wèi)視周末劇場(chǎng)片頭30秒25,000上海衛(wèi)視環(huán)球新聞戰(zhàn)中30秒36,700上海衛(wèi)視東方新聞中30秒50,000上海衛(wèi)視黃金劇場(chǎng)一片中30秒96,700上海衛(wèi)視綜藝大會(huì)中（五-日）30秒125,000Total3，603，900RMB2023/12/925NewspaperAd.BuyingDailyWednesdaytoThursdayFridaySaturdaytoSundayDateTotalA12——A17PageVerticalVersion48×8colorful16300022580028230012.23-12.2512.30-1.11342200YangtseEveningPostThursdayFridaySaturdaytoSundayDateTotalA1、A2PageShellPattern17×24.4colorful16550017380011320012.23-12.2512.30-1.1905000Total2,247,200RMB2023/12/926RadioAd.BuyingTrafficReportsContributingYuan/monthTypeTimeTimes/Day15secBeforethetrafficreports08:00-20:0013252000DailySetMeal1timesperhour9timesadayASetMeal：7：30/9：30/11：30/13：30/15：30/

17：30/19：30/21：30/23：30BSetMeal:6：30/8：30/10：30/12：30/14：30/

16：30/18：30/20：30/22：3015sec15sec11550yuan/day12.20-01.01150150Total402,150RMB2023/12/927TestingandEvaluationPretestingPostestingLimitation2023/12/928PretestingThepenetrationofC2ConlineshoppingsubscribersBrandcognitiondegreeandtheconversionThefirstselectionscaleCustomerloyalty2023/12/929Post-testingTaobaorealizedmaximumbenefitsoftheresources.(manpower,financial,time)TheaudiencereceivedthemessageaboutthesalespromotionsothattheychangedtheirbehaviorandchooseTaobao.2023/12/930Post-testingAclearadvertisingdemandexactlymetthetargetaudiences’needsTheadvertisingofpromotionalsodevelopsandmeetsthenewmarketrequest.Withanincreasingadvertisinginvestmentisdirectlyproportionaltothereturn.2023/12/931LimitationSomehottestgoodshavebeenpulledoffstoreshelvesinSinglesDay.Therefore,‘雙蛋’salespromotionwillbroadentherangeofsalesandincludemoreproducts.Someconsumerwouldprefertogoshoppingindepartmentstoressothattheycouldexperiencethisatmosphere.Toacert