2005年：中国广告主营销推广趋势报告No.1
| 书 名： |
2005年：中国广告主营销推广趋势报告No.1 |
| 英 文 名： |
Report on the Promotion Trend of China’s Advertisers No.1
|
| 作 者： |
黄升民 杜国清 著 |
| I S B N： |
7-80190-711-6 |
| 丛 书 名： |
|
| 关 键 词： |
商业广告 市场营销学 研究报告 中国 2005 |
| 出版时间： |
2005年09月 |
中文摘要
本报告是2005年中国广告主营销推广趋势报告。该报告完成在对国内153家企业典型研究的基础之上，在历时5个月的时间内，课题组面向21个行业中的企业，共发放问卷1700份，回收问卷153份。被访企业涉及如下行业：药品、保健品、食品饮料、房地产、通讯产品及服务、计算机及互联网、酒类产品、家电、化妆品、机动车、服装服饰类、旅游／饭店／餐饮、洗涤用品、金融保险服务、医疗服务、零售业、医疗器械、纸制品、烟草、文化娱乐业。配合定量问卷调查，课题组还采用了深度访问、小组访谈等定性调研方法，试图从广告市场的各种角逐力量的博弈中，接近并透视广告市场主导力量———广告主，考察并剖析广告主营销广告观念、行为及其发展变化趋势。
文章列表
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第一篇 2005广告主生态调查报告
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第二篇 2005广告主媒体选择策略报告
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第三篇 广告主的品牌观及营销策略现状
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第四篇 广告主线上广告投放策略及趋势
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第五篇 广告主线下广告运用策略新探
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第六篇 广告主与广告公司的合作现状及发展趋势
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第七篇 个案研究
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附录
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