奢侈品牌年度中国区广宣预算报告

DRC是著名健康奢侈品品牌,2011年进入中国。

2011年度fort中国区

2011 fort China

广告宣传报告

Advertising budget report

DRC是著名健康奢侈品品牌,2011年进入中国。

fort中国区2011广告宣传预算项目：

fort 2011 advertising budget in China

1、央视展播广告：（共花费900万元人民币/138.6万美元）

CCTV broadcasting advertising: (total cost of 9,000,000 yuan/1,386,000 dollars)

2、高端杂志类广告：（共花费400万元人民币/61.6万美元）

High-end magazines advertising: (total cost of 4 million yuan/616,000 dollars)

3、展会：（共花费150万元人民币/23.1万美元）

Show: (total cost of 1.5 million yuan/231,000 dollars)

4、网络：（共花费150万元人民币/23.1万美元）

Network: (total cost of 1.5 million yuan/231,000 dollars)

共计：1600万元人民币/246.4万美元

Total: 16 million yuan/2,464,000 dollars

DRC是著名健康奢侈品品牌,2011年进入中国。

2011年度fort中国区广告宣传预算报告

一、年度预算简要:

2011年，中国奢侈品市场依旧保持着高速增长趋势。fort通过主流媒体CCTV-2财经频道、CCTV-7军事农业频道、青年时讯、医院联播网（互力健康传媒网络医院播放系统）和中国长城将军书画院揭牌仪式暨老部长、老将军、老艺术家书画展、2011中国金融高峰论坛、中国北京国际科技产业博览会展会形象宣传，扩大受众群体中间的影响，刺激刚性需求，达到品牌宣传和产品销售双赢计划。

二、品牌规划和市场分析：

1、市场分析:

中国突飞猛进的奢侈市场发展逐渐衍生出的健康消费理念与fort舒适博士的品牌理念不谋而合，加上中国市场日趋增长的奢侈品消费市场，必将成为fort发展的沃土。

2、营销阶段掌控分析：

（1）、10年4-12月---品牌导入期

（2）、11年1-6月---品牌预热期

（3）、11年7-12月---品牌产品强售期

3、推广计划：

推广目标：积累客户口碑，解决营销障碍—潜在目标客户对品牌及产品的认知匮乏。

推广切入点：时尚健康生活方式，“穿的舒适、穿的时尚、穿的健康”。 营销脉搏：健康时尚+优质产品+品牌塑造=全新生活方式

三、广告宣传重点：

1、广告宣传对象：主要通过产品形象宣传和推介会，在中高消费群体中灌输健康生活理念，从而接受和选择fort的品牌理念和产品。

2、广告宣传诉求点：健康+奢侈=完美时尚生活。

3、广告宣传地区:全国奢侈品牌聚集地，如北京、上海、广州、杭州、深圳、

DRC是著名健康奢侈品品牌,2011年进入中国。

天津、大连等

四、广告宣传策划：

1、央视展播广告：

CCTV-2财经频道、CCTV-7军事农业频道

央视财经和军事农业频道主要针对高端目标消费人群是经济管理部门最信任和最愿意借助的发言平台，也是消费都了解经济咨讯、获取经济言论的权威渠道。在此投放取得品牌影响力、收视率、收益的三丰收。使广告投放价值大幅攀升，从而扩大品牌知名度的提升及其扩大招商均有非常直接的效果，并且可使品牌达到广泛的知晓率，起到帮助品牌渠道建设和终端销售的作用。

2、高端杂志类广告

高端商业财经杂志：罗博报告、福布斯、哈佛商业评论、财富、经理人、世界经理人、新领军（原《当代经理人》）、新财富、中国企业家、环球企业家、东方企业家、中外管理、中国金融家、商界、环球财经、新智囊、创业家、财经、财富堂、财富品质、新财经、海南航空、金融理财、金融世界、TOP商智圈、财富圈等杂志。具有阅读周期长，目标人群更为精准和传阅率较高等优点。

fort舒适博士进入中国时间短，在国内奢侈品消费群体心目中还没有形成品牌认知度，然而中国的杂志广告市场，依然是一个崭新的市场，因此我们需要一个循序渐进的传播过程，商端杂志类广告的投放作为传播组合中必不可少的的补充媒体对于塑品牌形象是必然要走的行为，譬如阿玛尼、杰尼亚等国际时尚大牌在刚刚进入中国的时候较多的沿用了高端时尚类杂志作为其广告投放的主流媒体

3、展会：

近期参与展会有：中国长城将军书画院揭牌仪式暨老部长、老将军、老艺术家书画展、2011中国金融高峰论坛、中国北京国际科技产业博览会等多个项目做产品推介。

对于奢侈品营销遵循“公关第一、广告第二”以口碑传播的模式。企业通过参与展会等公关活动对“fort舒适博士”进行宣传品牌形象、提高品牌声誉、密切与客户的联系、提高产品的知名度是面向高端消费人群的有效模式，而且在此类推广其目标中有80％的内容是为了结识新客户。同时为了吸引更多的

DRC是著名健康奢侈品品牌,2011年进入中国。

投资商加入到企业中！

5、网络：

主流门户、地方门户、行业网站、招商网站、社会化媒体（微博、论坛、百度、搜狐、新浪等），以及采用医院联播网（互力健康传媒网络医院系统播放）等方式进行渠道传播和高密度的信息覆盖量。

据分析中国奢侈品消费市场与西方不同的是，中国的奢侈品消费群体，年龄多在40岁以下，他们成长在20多年连续高增长的经济环境下，对于网络的关注度相对较高，故此广告费用的投入尽可能的在有效的前提下达到传播信息重点覆盖，尽可能完成对目标市场的有效覆盖从而达到实现销售的目的。

五、广告宣传预算及分配：

1、央视：900万人民币

2、高端杂志：400万人民币

3、产品推介展会：150万人民币

4、网络推广宣传：150万人民币

六、广告效果预测：

本阶段广告推广完成后，关于“fort舒适博士”在大型搜索引擎（谷歌、百度、搜狐、新浪）收录量增长40万以上，重点推广项目对应关键词收录量增长4万以上，在目标受众（消费者、经销商群体、媒体）中的关注度和信任度将获得极大的提升，所影响的目标受众数量将突破500万。

以此带动下半年fort产品在中国区强销、热销，圆满完成集团公司年终目标计划。

DRC中国

2011年4月29日

DRC是著名健康奢侈品品牌,2011年进入中国。

2011 fort advertising budget report in China

1、Annual Budget Summary:

In 2011, China's luxury market is still maintained rapid growth. fort through the mainstream media, CCTV-2 Finance Channel, CCTV-7 Military agriculture Channel, Youth Newsletter, the hospital network (inter-network hospital Force Health Media Player System) and the China Great Wall Painting and Calligraphy Institute of General inauguration ceremony the old ministers, old general , the old artists painting and calligraphy exhibition, 2011 China Financial Forum, Beijing, China International Industry Fair Exhibition image advertising, expanding the middle of audience, stimulate demand for rigid, brand awareness and product sales to reach a win-win plan.

2、Brand planning and market analysis:

（1）Market Analysis:

Rapid development of China's luxury market gradually rise to the concept of health spending fort comfortable with the brand concept of Dr. coincide with the growing Chinese market, the luxury consumer market, will become fertile ground for the development fort.

（2）Control the marketing stage analysis:

(1), 10-year period from April to December --- brand into

(2), 11-year warm-up period of 1-6 month --- Brand

(3), 11 years from July to December --- Strong sales of branded products

（3）Popularization plan:

Promote the goal: the accumulation of customer word of mouth, solve marketing obstacles - a potential target customers for lack of brand and product awareness.

Promote the entry point: fashion health lifestyle, "wear comfortable, fashion wear, wear health."

Pulse Marketing: Health Fashion + quality product + = new lifestyle brand building

3、Advertising focus:

（1）advertising target: the main product image through publicity and promotion, high

consumption groups in instilling healthy lifestyle concept, which brands to accept and choose

DRC是著名健康奢侈品品牌,2011年进入中国。

fort ideas and products.

（2）the advertising selling point: health + = perfect luxury lifestyle.

（3） the advertising area: the national gathering of luxury brands, such as Beijing, Shanghai, Guangzhou, Hangzhou, Shenzhen, Tianjin, Dalian

4、Advertising planning:

（1）CCTV broadcasting ads:

CCTV-2 Finance Channel, CCTV-7 Military Channel Agriculture

CCTV financial and military objectives of agricultural channels for high-end consumer groups most trusted economic management and the most willing to speak with the platform, but also consumers are aware of the economic advice, access to financial statements of the authority of the channels. Put achieved in this brand influence, ratings, revenues of the three harvests. Sharp rise in the value of the ads, thereby increasing brand awareness and expand the investment to enhance the effects are very direct, and enable the brand to a wide range of awareness, to play to help the brand channel construction and the role of terminal sales.

（2）High-end magazines ads:

High-end business and financial magazine: Robb Report, Forbes, Harvard Business Review, Fortune, manager, world manager, the new leader (the original "Contemporary Manager"), new wealth, the Chinese entrepreneurs, Global Entrepreneur, Eastern entrepreneurs, foreign

management, the Chinese financiers, business, Global Finance, a new think tank, entrepreneurs, finance, wealth Church, wealth, quality, new finance, Hainan Airlines, financial planning,

financial world, TOP business intellectual circle, circle, etc. Fortune Magazine . Ability to read a long cycle and circulation of more precise target population is higher and so on.

Dr. Comfort fort into China a short time, the minds of consumers in the domestic luxury brand awareness has not yet formed, but the magazine advertising market in China is still a new market, so we need a gradual process spread, business Client magazines ads indispensable for the dissemination of supplementary combinations the media is inevitable for the brand to go

plastic behavior, such as Armani, Zegna and other big names in international fashion, when China has just entered followed more the high-end fashion magazine ads as the mainstream media

（3）Exhibition:

The participation exhibition was as follows, recently General of Chinese the Great Wall book

DRC是著名健康奢侈品品牌,2011年进入中国。

studio unveiling ceremony and old minister, do the introduction of products in a lot of projects such as old general, exhibition of paintings of always artistic family letter, 2011 Chinese financial summit forums, Beijing International High-tech Expo..

Follow " first, second of advertisement of public relations " mode of spreading with the

public praise as to luxury goods marketing. Enterprises propagate the brand image to " fort comfortable doctor " through participating in public relations such as the exhibition, it is effective modes which faces the advanced consumption crowd to improve brand reputation, the close connection with customer, popularity which improves the products, 80% of the contents are for getting to know the new customer in its goal to and it is wide to analogize here. Add in order to attract more investors into enterprise at the same time!

（4）Network:

Mainstream portals, local portal, industry sites, investment sites, social media (microblogging, forums, Baidu, Sohu, Sina, etc.), and the use of the hospital network (each edge network hospital health system, the media player) and other channels of communication and the way cover the amount of high-density information.

According to an analysis of Chinese luxury goods market is different with the West, China's luxury goods group, aged more than 40 years of age, they are 20 years of continuous growth in high-growth economic environment, concern for the network is relatively high, so investment in advertising costs as much as possible under the premise of effective dissemination of information key to cover as much as possible to complete the effective coverage of the target market to achieve the purpose of sales.

5、Advertising budget and allocation:

1, CCTV: 9 million RMB

2, high-end Magazine: 4 million RMB

3, product promotion exhibition: 1.5 million RMB

4, the network promotion: 1.5 million RMB

6、Advertising effectiveness forecasting:

Upon completion of this stage of advertising, on the "fort Dr. comfort" in the major search engines (Google, Baidu, Sohu, Sina) recorded an increase of 40 million or more volume, focusing on projects to promote growth of the corresponding key words included in the amount of

DRC是著名健康奢侈品品牌,2011年进入中国。

4 million more than the target audience (consumer, dealer groups, media) in the attention and confidence will be greatly improved, the number of the target audience will exceed 500 million. To stimulate the second half of fort products in China, strong sales, selling, successful completion of the plan year-end target group.

Interoperability Technology Co., Ltd

April 29, 2011

本文来源：https://www.bwwdw.com/article/if4j.html