目录一、项目背景分析..............................................................................................1（一）项目来源与意义..................................................................................................2（二）组织情况分析......................................................................................................3（三）SWOT分析.............................................................................................................4二、项目策划......................................................................................................4（一）目标设定与可行性分析......................................................................................5（二）项目内容及说明..................................................................................................6（三）传播策略..............................................................................................................6三、项目执行......................................................................................................7（一）单身礼品..............................................................................................................7（二）11元抢购活动.....................................................................................................8四、效果评估......................................................................................................9（一）调研阶段评估......................................................................................................9（二）策划阶段评估....................................................................................................10（三）实验阶段评估....................................................................................................10五、经费预算...................................................................................................10六、设计总结...................................................................................................11参考文献...................................................................................