摘要
本文旨在探讨当前服装企业在广告策划过程中面临的主要问题，并提出相应的解决策略。随着市场竞争的日益激烈，服装企业越来越依赖于广告策划来提升品牌知名度和市场份额。然而，在实际操作中，广告策划往往存在定位不准、诉求主题过多、缺乏创意或盲目创意以及媒体选择不当等问题，部分服装企业在广告策划时未能精准定位目标消费群体，导致广告内容与受众需求脱节；同时，广告诉求主题过多，难以形成深刻印象，降低了广告效果。此外，创意的缺失或盲目追求新奇也使得广告难以吸引消费者的注意，甚至可能产生负面效果。在媒体选择方面，部分企业未能根据广告目标和受众特点合理选择媒体，导致广告资源浪费，本文提出了多项对策。首先，企业应通过市场调研和数据分析，明确目标消费群体的需求和偏好，从而精准定位广告内容。其次，企业应坚持单一诉求原则，确保广告信息简洁明了，易于被消费者接受和记忆。同时，企业应注重广告创意的挖掘和培养，以独特而富有吸引力的创意吸引消费者的注意。最后，在媒体选择方面，企业应综合考虑媒体覆盖范围、受众特点、成本效益等因素，选择最适合的广告媒体。
关键词：服装企业；广告策划；目标市场
Abstract
This paper aims to explore the main problems faced by the current clothing enterprises in the process of advertising planning, and put forward the corresponding solution strategies. With the increasingly fierce market competition, clothing enterprises are increasingly relying on advertising planning to enhance brand awareness and market share. However, in practice, advertising planning often has problems such as inaccurate positioning, excessive appeal themes, lack of creativity or blind creativity, and improper media selection. Some clothing enterprises fail to accurately target the target consumer groups in advertising planning, resulting in the same time, it is difficult to form a deep impression and reduce the advertising effect. In addition, the lack of creativity or the blind pursuit of novelty also makes it difficult for advertising to attract the attention of consumers, and may even produce negative effects. In terms of media selection, some enterprises fail to reasonably choose the media according to the characteristics of the advertising ob jectives and the audience, resulting in the waste of advertising resources. This paper puts forward a number of countermeasures. First of all, enterprises should clarify the needs and preferences of the target consumer groups through market research and data analysis, so as to accurately locate the advertising content. Secondly, enterprises should adhere to the principle of single appeal to ensure that advertising information is concise and clear and easy to be accepted and remembered by consumers. At the same time, enterprises should pay attention to the excavation and cultivation of advertising creativity, and attract the attention of consumers with unique and attractive creativity. Finally, in terms of media selection, enterprises should comprehensively consider the media coverage, audience characteristics, cost-benefit and other factors to select the most suitable advertising media.
Keywords：Clothing enterprise; advertising planning; target market
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景及意义 1
（二）研究目的和内容 1
（三）国内外研究现状 1
二、广告策划相关概述 3
（一）广告策划的定义 3
（二）广告策划的特征 3
（三）广告策划的主要模式 3
三、广告策划对品牌塑造的作用 5
（一）增强品牌认知度 5
（二）提升品牌信任度 5
（三）促进品牌差异化 5
四、服装企业广告策划中的主要问题剖析 7
（一）缺乏统一战略规划 7
（二）目标市场定位不明确 7
（三）广告内容陈旧 7
五、提升服装企业广告策划的策略建议 9
（一）制定详细计划 9
（二）细化市场细分 9
（三）创新广告创意 9
结 论 11
参考文献 12
