目录一、市场分析·············································································1（一）宏观环境分析及行业分析······································································1（二）消费者分析························································································1（三）竞争对手分析·····················································································1二、新产品分析··········································································1（一）产品特点····························································································1（二）产品核心利益·····················································································1三、产品SWOT分析····································································1（一）优势································································································2（二）劣势································································································2（三）机会································································································2（四）威胁································································································2四、产品定位············································································2五、推广目标············································································3六、推广策略·············································································3（一）广告主题、广告语、广告片段·······························································3（二）公关活动宣传安排··············································································3（三）促销活动··························································································3（四）媒介选择··························································································4七、经费预算·············································································6八、效果评估·············································································6九、设计总结····················································