三大答题模板，帮你彻底处理《新媒介概论》案例分析题
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">很长一段时间<span style="color: black;">败兴</span>，我被击中最多的问题是——</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">专业课一334科目替换参考书后【案例分析（共55分）】<span style="color: black;">怎样</span>备考？</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/300ef55a76744162b73be0468c95ac7b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529205&x-signature=BIsP5VtgUoklneNiyuHr%2FlwCbbA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f532eddc85b6417db407a91fa1de016f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529205&x-signature=EdFJo5r1g8sgUK%2Fos4JCknZLwcQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/9bd69d6a98f54cb9b4b75146c45ab100~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529205&x-signature=ssGWBx%2Bg72Ziac8dTLqJdjwA0NY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">……</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">任何考试都是考生与出题人的一场心理博弈。除了考研大纲以外，真题是<span style="color: black;">咱们</span>最直接洞察出题人意图的依据。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">回顾<span style="color: black;">日前</span>仅有的两年334真题。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2019年|334<span style="color: black;">资讯</span>与传播综合能力|案例分析题</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、天猫双十一的盈利模式和成功要素？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、从天猫双十一<span style="color: black;">选择</span>一种<span style="color: black;">制品</span>种类写一篇活动<span style="color: black;">方法</span><span style="color: black;">或</span><span style="color: black;">宣传</span>文案，不少于800字。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2020年|334<span style="color: black;">资讯</span>与传播综合能力|案例分析题</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、分析“网红带货”的<span style="color: black;">原由</span>及<span style="color: black;">害处</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、以“净化网络”为主题，完成一份活动策划案，<span style="color: black;">或</span>文案推广（1000字）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">案例分析题分值大，难度高，<span style="color: black;">需求</span><span style="color: black;">咱们</span>在<span style="color: black;">短期</span>内快速构思、方向清晰、答案相对完整。这两年的案例分析题都由2道题目<span style="color: black;">构成</span>，且相互<span style="color: black;">相关</span>，考察形式为【活动策划<span style="color: black;">方法</span>】和【<span style="color: black;">宣传</span>文案】。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">下面是【活动策划<span style="color: black;">方法</span>】&【<span style="color: black;">宣传</span>策划】&【<span style="color: black;">宣传</span>文案】的思路模板</strong>，跨考<span style="color: black;">朋友</span>可摘录下来，直接借鉴模板，往框架里填写内容，<span style="color: black;">帮忙</span>自己快速组织答案。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Part 1 活动策划<span style="color: black;">方法</span>模板</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">活动策划<span style="color: black;">方法</span></strong>可以从以下7要素入手，形成7个小标题，让阅卷老师清晰看到你的思路布局。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、活动<span style="color: black;">目的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、活动主题</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、活动时间</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、活动创意</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5、活动流程</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6、推广<span style="color: black;">途径</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7、活动预算</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">接下来，我就依次介绍这7个要素。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">要素1：活动<span style="color: black;">目的</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">活动有4个<span style="color: black;">平常</span><span style="color: black;">目的</span>——拉新、促活、成交、传播。不是光摆上几个字就完事了，而是要写出<span style="color: black;">详细</span>的数字指标，目标是<span style="color: black;">能够</span>量化的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个栗子。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以小徐为例，小徐<span style="color: black;">倘若</span>要国庆<span style="color: black;">时期</span>做一个拉新活动，可能他就会在活动<span style="color: black;">方法</span>中<span style="color: black;">这般</span>写活动<span style="color: black;">目的</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>在国庆<span style="color: black;">时期</span>举办活动来新增2万用户（即带来2万首次购买<span style="color: black;">机构</span>咖啡的用户），以<span style="color: black;">帮忙</span>完成本月的拉新<span style="color: black;">目的</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">要素2：活动主题</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">必须</span>用一句话清晰凸显活动亮点，来吸引用户参与活动。活动的主题<span style="color: black;">必定</span>要简单明了，让阅卷老师一目了然。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">活动主题的写法：直接说出好处（+<span style="color: black;">促进</span>立即行动）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">e.g.小徐写出了他的活动主题：十一免费畅饮特级蓝山咖啡，再领200元红包。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">要素3：活动时间</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>活动的<span style="color: black;">起步</span>时间是要看你活动的由头是什么，<span style="color: black;">倘若</span>是追可预测的热点，<span style="color: black;">通常</span>在可预测热点<span style="color: black;">出现</span>之前做活动，小热点<span style="color: black;">通常</span>提前1天<span style="color: black;">就可</span>，大热点提前7天都有可能。<span style="color: black;">通常</span>活动时间会<span style="color: black;">连续</span>1-7天不等。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">e.g. 题目<span style="color: black;">需求</span>写一份在线订票的APP的运维<span style="color: black;">方法</span>，临近春节订票，活动就<span style="color: black;">能够</span><span style="color: black;">起始</span>了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">活动时间的设置是最简单的，<span style="color: black;">倘若</span>题目中<span style="color: black;">无</span><span style="color: black;">触及</span>特殊的时间节点（如双十一或营销节点），<span style="color: black;">能够</span>自己酌情<span style="color: black;">选择</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">要素4：活动创意</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在构思活动创意的时候，<span style="color: black;">咱们</span>要问自己三个问题：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、玩法/创意是什么？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、这个创意中的亮点是什么？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、针对什么样的<span style="color: black;">目的</span>用户？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这3个问题你直接对号入座写下答案，<span style="color: black;">而后</span><span style="color: black;">构成</span>一两句话就<span style="color: black;">能够</span>了。比方说小徐写的活动创意：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">玩法</strong>是下载注册<span style="color: black;">机构</span>的APP，<span style="color: black;">就可</span>领取1涨免费咖啡兑换券，以及价值200元的咖啡折扣券。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">亮点</strong>是这张免费咖啡兑换券是<span style="color: black;">能够</span>用来给好友点单的，并<span style="color: black;">能够</span>写一段话，让好友在领取免费咖啡福利时看到这段话，<span style="color: black;">增多</span>了活动的社交属性，有利于大规模传播。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">活动<strong style="color: blue;">针对</strong>的<span style="color: black;">目的</span>用户是北京地区用户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">要素5：活动流程</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">活动流程，即用户参与活动的关键环节。为了更加直观地呈现答案，<span style="color: black;">咱们</span><span style="color: black;">能够</span>画出用户参与活动的所有流程，组合成一张流程图。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">e.g.小徐的活动流程图</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/2c51a9443ff446f094f2e8c0e22181cc~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529205&x-signature=Ss8KOxHgzOk7h%2FMQ5fLyhU%2Bjqc8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>不习惯用流程图展现形式，<span style="color: black;">亦</span><span style="color: black;">能够</span>直接用文字描述清楚，重要的不是展现形式，而是<span style="color: black;">咱们</span>把思路说清楚。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">要素6：推广<span style="color: black;">途径</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">活动转化的流程，是先在<span style="color: black;">途径</span>上展现活动信息，<span style="color: black;">而后</span><span style="color: black;">经过</span>活动流程的设计吸引用户参与活动，最后引导用户达成特定<span style="color: black;">行径</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">必须</span>在哪几个<span style="color: black;">途径</span>做推广？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、APP：Banner、弹窗、Push……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、网站</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、社群</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、新<span style="color: black;">媒介</span>账号</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5、短信</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6、百度SEM等第三方推广<span style="color: black;">途径</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">尽可能</span>多地<span style="color: black;">陈列</span>上这些推广<span style="color: black;">途径</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">依旧是拿小徐举例。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/43b7dec2f4574c58b4d0c003f34282c3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529205&x-signature=ovfibg2%2BDMkpkIOMNp7xsWzttbc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">要素7：活动预算</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">活动预算<span style="color: black;">一般</span>会<span style="color: black;">包含</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、推广<span style="color: black;">途径</span>的<span style="color: black;">花费</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、活动流程中的技术、设计、内容等资源的<span style="color: black;">花费</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、奖品<span style="color: black;">花费</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Part 2 <span style="color: black;">宣传</span>策划模板</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">前言</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在前言中，应该概述<span style="color: black;">宣传</span>策划的目的、进行过程、<span style="color: black;">重点</span><span style="color: black;">办法</span>、<span style="color: black;">重点</span>内容，以使阅卷老师对这份<span style="color: black;">宣传</span>策划书有快速大致的<span style="color: black;">认识</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这部分<span style="color: black;">能够</span>在卷面上先空出相应位置，等<span style="color: black;">所有</span>构思完了回过头来再提炼，就像<span style="color: black;">咱们</span>写完作文最后想题目<span style="color: black;">同样</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第1</span>部分 市场分析</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span>营销环境分析</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、企业市场营销环境中宏观的制约<span style="color: black;">原因</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）企业<span style="color: black;">目的</span>市场所处区域的宏观经济形势</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总体的经济形势：产业<span style="color: black;">情况</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总体的消费态势：消费趋势</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）市场的政治、法律背景</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是不是</span>有有利<span style="color: black;">或</span><span style="color: black;">有害</span>的政治<span style="color: black;">原因</span>可能影响<span style="color: black;">制品</span>的市场和<span style="color: black;">营销</span>和<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）市场的文化背景</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">企业的<span style="color: black;">制品</span>与<span style="color: black;">目的</span>市场的文化背景<span style="color: black;">有没有</span>冲突之处</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一市场的消费者<span style="color: black;">是不是</span>会<span style="color: black;">由于</span><span style="color: black;">制品</span>不符合其文化而拒绝<span style="color: black;">制品</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、市场营销环境中的微观制约<span style="color: black;">原因</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">企业的供应商与企业的关系</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">制品</span>的营销中间商与企业的关系</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、市场概况</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）市场的规模</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">全部</span>市场的<span style="color: black;">营销</span>额</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">市场可能容纳的最大<span style="color: black;">营销</span>额</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">消费者总量</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">消费者总的购买量</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">将来</span>市场规模的趋势</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）市场的<span style="color: black;">形成</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">形成</span>这一市场的<span style="color: black;">重点</span><span style="color: black;">制品</span>的品牌</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">各品牌所占据的市场份额</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">市场上居于<span style="color: black;">重点</span>地位的品牌</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与本品牌<span style="color: black;">形成</span>竞争的品牌是什么</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">将来</span>市场<span style="color: black;">形成</span>的变化趋势<span style="color: black;">怎样</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）市场<span style="color: black;">形成</span>的特性</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">市场<span style="color: black;">有没有</span>季节性</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有没有</span>暂时性</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有没有</span>其他<span style="color: black;">明显</span>的特点</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、营销环境分析总结</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）机会与威胁</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）<span style="color: black;">优良</span>与劣势</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）重点问题</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span>消费者分析</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、消费者的总体消费态势</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">现有的消费时尚</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">各样</span>消费者消费本类<span style="color: black;">制品</span>的特性</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、现有消费者分析</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）现有消费群体的<span style="color: black;">形成</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">年龄、职业、收入、受教育程度、分布</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）现有消费者的消费<span style="color: black;">行径</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">购买的动机、时间、频率、数量、地点</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）现有消费者的态度</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">对<span style="color: black;">制品</span>的<span style="color: black;">喜欢</span>程度、偏好程度、认知程度、<span style="color: black;">运用</span>后的满足程度、未满足的需求</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、潜在消费者</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）潜在消费者的特性：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总量、年龄、职业、收入、受教育程度</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）潜在消费者<span style="color: black;">此刻</span>购买<span style="color: black;">行径</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span>购买<span style="color: black;">那些</span>品牌的<span style="color: black;">制品</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">对这些<span style="color: black;">制品</span>的态度<span style="color: black;">怎样</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有没有</span>新的购买计划</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有没有</span>可能改变计划购买的品牌</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）潜在消费者被本品牌吸引的可能性：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">潜在消费者对本品牌的态度<span style="color: black;">怎样</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">潜在消费者需求的满足程度<span style="color: black;">怎样</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">第二部分：<span style="color: black;">宣传</span>策略</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span><span style="color: black;">宣传</span>的<span style="color: black;">目的</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、企业提出的<span style="color: black;">目的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、<span style="color: black;">按照</span>市场<span style="color: black;">状况</span><span style="color: black;">能够</span>达到的<span style="color: black;">目的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、对<span style="color: black;">宣传</span><span style="color: black;">目的</span>的表述</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span><span style="color: black;">目的</span>市场策略</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、企业原来市场观点的分析与<span style="color: black;">评估</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）企业原来所面对的市场</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">市场的特性、市场的规模</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）企业原有市场观点的<span style="color: black;">评估</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">机会与威胁</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">优良</span>与劣势</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重点</span>问题点</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">重新进行<span style="color: black;">目的</span>市场策略决策的必要性</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、市场细分</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）市场细分的标准</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）各个细分市场的特性</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）各个细分市场的<span style="color: black;">评定</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（4）对企业最有价值的细分市场</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、企业的<span style="color: black;">目的</span>市场策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）<span style="color: black;">目的</span>市场<span style="color: black;">选取</span>的依据</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）<span style="color: black;">目的</span>市场<span style="color: black;">选取</span>策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、</span><span style="color: black;">制品</span>定位策略</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、对企业以往的定位策略的分析与<span style="color: black;">评估</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）企业以往的<span style="color: black;">制品</span>定位</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）定位的效果</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）对以往定位的<span style="color: black;">评估</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、<span style="color: black;">制品</span>定位策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）进行新的<span style="color: black;">制品</span>定位的必要性</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从消费者需求的<span style="color: black;">方向</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从<span style="color: black;">制品</span>竞争的<span style="color: black;">方向</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从营销效果的<span style="color: black;">方向</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）对<span style="color: black;">制品</span>定位的表述</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）新的定位的依据与<span style="color: black;">优良</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4、</span><span style="color: black;">宣传</span>诉求策略</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、<span style="color: black;">宣传</span>的诉求对象</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）诉求对象的表述</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）诉求对象的特性与需求</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、<span style="color: black;">宣传</span>的诉求重点</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）对诉求对象需求的分析</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）对所有<span style="color: black;">宣传</span>信息的分析</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（3）<span style="color: black;">宣传</span>诉求重点的表述</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">5、</span><span style="color: black;">宣传</span>表现策略</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、<span style="color: black;">宣传</span>主题策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）对<span style="color: black;">宣传</span>主题的表述</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）对<span style="color: black;">宣传</span>主题的依据</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、<span style="color: black;">宣传</span>创意策略</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（1）<span style="color: black;">宣传</span>创意的核心内容</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（2）<span style="color: black;">宣传</span>创意的说明</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Part 3 <span style="color: black;">宣传</span>文案模板</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">平面<span style="color: black;">宣传</span><span style="color: black;">指的是</span><span style="color: black;">经过</span>长宽两维空间形态的<span style="color: black;">媒介</span>来传达视觉信息的<span style="color: black;">宣传</span>，<span style="color: black;">宣传</span>文案<span style="color: black;">包含</span>文案、图形、色彩、编排等要素，文案由标题、正文、随文、<span style="color: black;">宣传</span>语等<span style="color: black;">构成</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1、标题</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>有单一标题和符合标题两种基本类型。单一标题按其内容可分为直接标题和间接标题。直接标题<span style="color: black;">便是</span>在标题中直接标明<span style="color: black;">宣传</span>商品或服务的品牌、品名及其特征、功能的形式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">间接标题则是以含蓄、迂回的手法在标题中间接表达商品或服务的特征、功能及受欢迎程度来<span style="color: black;">导致</span>人们<span style="color: black;">重视</span>的形式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">复合标题有双标题式和三标题式。双标题由正、副标题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">引题<span style="color: black;">重点</span>介绍商品或服务进入市场的背景或产生的冲击，以引出下面的正题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">正题则可采用间接标题的表现形式，<span style="color: black;">明显</span><span style="color: black;">宣传</span>主题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">副题可采用直接标题的表现形式，<span style="color: black;">重点</span>是对正题作<span style="color: black;">弥补</span>说明。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2、正文</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>由引言和主题<span style="color: black;">构成</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">引言<span style="color: black;">重点</span>是<span style="color: black;">回复</span>标题，酒类<span style="color: black;">宣传</span>语集锦回答或解释标题提出的问题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">主体<span style="color: black;">重点</span><span style="color: black;">仔细</span>介绍商品或服务的<span style="color: black;">详细</span>信息，<span style="color: black;">详细</span>可采用<span style="color: black;">描述</span>式、说明式、论证式、问答式或文艺体等表现形式，<span style="color: black;">同期</span>敦促消费者购买。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3、随文</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亦</span><span style="color: black;">叫作</span>附文，<span style="color: black;">重点</span>是介绍<span style="color: black;">宣传</span>主的名<span style="color: black;">叫作</span>、<span style="color: black;">位置</span>、网址、<span style="color: black;">tel</span>、传真、邮编、联系人等信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4、<span style="color: black;">宣传</span>语</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">又<span style="color: black;">叫作</span><span style="color: black;">宣传</span>词、<span style="color: black;">宣传</span>口号。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>语是<span style="color: black;">宣传</span>主从长远<span style="color: black;">营销</span>利益出发，在一<span style="color: black;">按时</span>期内反复<span style="color: black;">运用</span>的概括<span style="color: black;">制品</span>形象或企业文化的词语。其写作<span style="color: black;">需求</span>短小精悍、生动形象、朗朗上口，容易记忆。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Part 4 一刀有话说</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上3种模板仅供参考。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">估计跨考的小可爱估计<span style="color: black;">已然</span>裂开了。先不要着急被自己的恐惧击败。<span style="color: black;">咱们</span><span style="color: black;">尽可能</span>往全面完整的方向<span style="color: black;">奋斗</span>就好，卷面上呈现的不仅有能力，还有态度。有备而来与临场发挥，老师一眼就看得出来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我给出的框架是相对比较完整的。谁<span style="color: black;">亦</span>不可能在考场上<span style="color: black;">那样</span>短的时间内写出一篇非常完美的策划案。<span style="color: black;">咱们</span>能做的是：<span style="color: black;">按照</span>自己的理解，加工这3个框架，<span style="color: black;">而后</span>深深印刻在脑子里，<span style="color: black;">保准</span>随时输出。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">A few tips.</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、拿到题目后，先在草稿纸上快速的头脑风暴，把你<span style="color: black;">第1</span>时间想到的词和idea零散的铺开来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、快速列出你之前熟背的框架，把上面零散的想法对号入座，再慢慢<span style="color: black;">弥补</span>剩下的。实在想不出来的，先空出位置，起码先把大框架摆在卷面上，让老师<span style="color: black;">晓得</span>你是有想法的，只是时间来不及了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、多采用阿拉伯数字123<span style="color: black;">陈列</span>大、小标题，尽可能多维呈现答题<span style="color: black;">方向</span>，给阅卷老师给分的机会。一个小标题<span style="color: black;">便是</span>一个得分点，同一个小标题下，<span style="color: black;">不消</span>反复啰嗦，把事情说清楚，就不要恋战了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、当你实在过于紧张，大脑一片空白，就往“拉斯韦尔5W”上靠。“5W”是急救时最好用的内在答题<span style="color: black;">规律</span>框架（传播者→讯息→媒介→受传者→反馈）。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">第1</span>篇实验性质的推送中，我探讨了一部分<span style="color: black;">基本</span>学习资料和<span style="color: black;">办法</span>论梳理的议题，收获了我的<span style="color: black;">第1</span>批天使读者，谢谢信任。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">在下一篇推送中，我将<span style="color: black;">仔细</span>介绍<span style="color: black;">宣传</span>文案的写法。</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3ca2905da37e43bca3da7c00ceacc833~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529205&x-signature=UvloK6gnlQKgy%2F0XkFZdThpmT8M%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最后，一个小彩蛋，在后台回复关键词“真题答案”，可获取【北工商新传专硕考研历年真题答案】<strong style="color: blue;">（small charged）</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">往期回顾：最全干货 | 北工商<span style="color: black;">资讯</span>与传播专硕考研，看这一篇就够了！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">【ᴛʜᴇ ᴇɴᴅ】</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f759529a15cb46c5acea3a1bdc1b146b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529205&x-signature=vNzAbmkmwwUXRb%2F0KbJl8JoIoz4%3D" style="width: 50%; margin-bottom: 20px;"></div>
论坛是一个舞台，让我们在这里尽情的释放自己。 回顾过去一年，是艰难的一年；展望未来，是辉煌的一年。 你的话深深触动了我，仿佛说出了我心里的声音。 “BS”（鄙视的缩写） 百度seo优化论坛 http://www.fok120.com/
页:
[1]