奢侈品牌年度中国区广宣预算报告(8)

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