2025品牌年度规划方案框架模板

广告人干货库·小程序 ┞յ䌑䍳瞬汻 呦䖦 ㅷ晥遤⚹Ⱘ剣䒁絯䚍渹挿ㅷ晥㹻䔲ծ梡꣌媯⠏⸷ㄤ皂瀦ծ䖉瑲灶涸櫕곯ծ䊺鄄霆㹊剣佪涸鸀䖈倰䒭瘝 REVIEOFPREVIOUSYEAR┪䌑䍳㎈뀎 ⫐㵽 1.皾餖䚪Ꝉ㈒괄ծㅷ碫Ꝉ㈒괄ծ⟟呔媯Ꝉ㈒괄ծ㟞Ɤ桧2.挿ぜ嶊餩纈⡤ꆀծ䘞㹊欽䨪⡤ꆀծ➃纈悶⸂3.㢕渹蠒Ꝉ遤⸓ծ蠒Ꝉ餴彂ծ蠒Ꝉ佪卓 ┞յ䌑䍳瞬汻 呦䖦 挿僈䎃䏞錞ⴢ㣐倰ぢ㔵絗湡叻㼆氿♴蚋 THEBRANDOBJECTIVE⿣曵潨吙 ⫐㵽 1.欰䠑湡叻䫋㟞Ɤծ䫋鲮⻊ծ䫋㶸ꆀ 2.䧶殜湡叻ㅷ晥꨽㣝㹊➊⛎雩濼䏞繠钚䏞⿬♸䏞 ┞յ䌑䍳瞬汻 呦䖦 㹊梡ㅷ晥♴♧姿湡叻剒㣐涸ꥻ烯 THECOREISSUEOFTHEBRAND⿣曵呦䖦ꭄ뀨 ⫐㵽 1.➢⟄♳ⰻ㺂䲿捃꡼곿銳挿2.ⴔ挿ꢞ鶣꡼곿翸搋3⚡⟄ⰻ涸呍䗱꡼곿3.雩濼霴䊵䠭濼䓳⻊⡤낉緃㣟㛇渹佐綫㟞Ɤ⛘⸂ㅷ晥罈⻊⥌⟣⽭劼넞䏞ⳕ絅邍鴪 ┞յ䌑䍳瞬汻 呦䖦 Ꝉ㈒⦝鹦ㅷ晥㹁♴錞ⴢ㛇靈䭷㼋瘻殜ㄤ䧶助ⵖ㹁 BRANDMISSION⿣曵⚈ⲏ ⫐㵽 1.Ꝉ㈒怩修欽Ꝉ㈒怩修唙椚꡼곿ㄤ⟣⸉ 2.꡼곿♸⟣⸉ˋˋ㼆䎾嫦⚡㽻紩剣ㆭ❈꡼곿ㆭ❈僽呍䗱꡼곿㼆䎾涸⟣⸉➊⛎ ┞յ䌑䍳瞬汻 呦䖦 錞ⴢ衅㖑涸Ⱒꝶ雿䰘ㄤ䙼騟鹤鳓雮蠒Ꝉ錞ⴢ䋗ⴀ剣ぜ THEANNUALSTRATAGY䌑䍳瞬汻 ⫐㵽 1.瘻殜垷㗌絆ざ瘻殜ⰻ㖈鹤鳓Ⱘ㢊霹剪⸂ 2.瘻殜銳挿♶ず瘻殜匣㗌䎾霪衅挿ⵌㆭ❈Ⱒꝶ㔔稇嶊餩罏侅肫銳衅挿ⵌ錜䙁ㄤ❡ㅷ 巆鰆脢◧Ⲙꮔ㐌 巆鰆脢駩阌ꮔ㐌 巆鰆脢侷芍ꮔ㐌 漽掾⿣曵楓劔鰑☋⾕⿣曵䩘嫙┯茤莈瑠䉂劔溸⿣曵嵛Ⲙ⻉ⲇ⪴䮵 ◝յ䌑䍳閕⮦ 呦䖦 翸搋♧䎃雷鷳♧⟝✲䧴♧⚡嚋䙁 COMMUNICATIONCORE ⫐㵽 䌑䍳屰ꄽ呦䖦 1.䧶殜騟䖈鵂⿡涸㹁⡙衅挿ծ䎃䏞㹁⡙衅挿ծⰢ翫ㅷ碫暵䚍2.㔋㣐雿霆ㅷ晥雿霆+➃纈暵䖄雿霆+遤⚌雿霆+嶊餩罏䗱兰雿霆呏䰘垷㘗姿姿䲀㼋僈烁尲鸑呍䗱3.䎃䏞⚺곿僒䥡僒雵欽嶊餩罏露鎊⺫鄳尲鸑呍䗱 ◝յ䌑䍳閕⮦ 呦䖦 KEYPOINTSOFPHASECOMMUNICATIONꮕ嫙屰ꄽ锢掾 㖈呍䗱尲鸑挿㛇炄♳䬒鍒♶ず꣌媯涸尲鸑鹤鳓 ⫐㵽 1.鷻鵳䒭尲鸑呍䗱⯓雷➊⛎ⱄ雷➊⛎2.㔔卓䒭㔔⚹♳꬗䨾⟄僽鵯⚡尲鸑呍䗱կ㥵㸝Ⰼ⨞䊨곭⯓䨾⟄㸝Ⰼ/ꂁ㤛猰䪮䨾⟄㸝Ⰼ/佦ꥻ桧⡛䨾⟄㸝Ⰼ ◝յ䌑䍳閕⮦ 呦䖦 ⥌䜂模侮匣㗌幡兠瘻殜⿺蒜㤉鹤鳓⚚㺙 PLANNINGBLUEPRINT䌑䍳閕⮦譻㎽ ⫐㵽 1.紷ぢ➢瘻殜ⵌ尲鸑ⱄⵌ衅㖑匣㗌2.埇ぢ叻僈傞ꢂㄤ蒜挿 閕⮦譻㎽ 閕⮦譻㎽ ┩յ觝ꨆ⮱䟩 呦䖦 ⴁ务➃䗱涸➃纈峯㻋䧴罏爢⠔冝崨⚂♸ㅷ晥湱Ⱒ LEADIN⮱䟩㸍⪝ ⫐㵽 1.佦✲⾲ⴭ⴯䠑㼋Ⰶ♶銳卫斕欽雷佦✲涸露鎊ㄤ鹤鳓 2.嫦♧⚡峯㻋挿鿪넞䏞ⳕ絅䗻Ɤ眜㣐雿egꤙ满♶㥵ꤙ⠶ ┩յ觝ꨆ⮱䟩 呦䖦 䪾峯㻋鲮⻊⚹♧⚡〳䪄遤ծ〳〿〮涸✲⟝㢴欽⸓霒ㄤ䠑ぢ THECOREIDEA呦䖦⮱䟩 ⫐㵽 1.♧〣霢⴯䠑⸓霒+䠑ぢ㥵鶴䞨遤⚹골㤙Ⱙ爞2.⴯䠑⸈瀦欽錠錣霃雦ծ僈僤瘝❭挿鵳遤⸈䭯 ┩յ觝ꨆ⮱䟩 呦䖦 絕ざ呍䗱⴯䠑ㄤ䎃䏞⚺곿鵳遤䒁㾝僒雵僒䥡 COMMUNICATIONSTOPIC⚿乨╭뀨 ⫐㵽 1.俒呩䲿捃⚺곿䲿捃涸㥩㗁湬䱹Ⱒ禹ⵌ⴯䠑䠭濼2.⚺곿霥ꅺ䬒鍒⚺곿㥵⡦⡤梡尲鸑呍䗱㥵⡦⡤梡⴯䠑䎇ꂁ♳霃雦㕃荛㼱銳剣⿬罌 ┩յ觝ꨆ⮱䟩 呦䖦 ⴯䠑衅㖑蒜㤉ㄤ剒エ䒸➃涸劼ⵖⴔ꣌媯㾝爙 LIGHTSPOTOFTHESTAGEꮕ嫙划掾 ⫐㵽 1.곫掚劍㥵⡦㙵哥ծ⠛乄霢곿僽➊⛎2.旘〄劍䪬䱹呍䗱⴯䠑僈僤ծ庈麤ծ❡ㅷ♧饰梖3.䒁絯劍ⰖⰢ㹁靈⡤梡ㅷ晥呔㽷/⴯䠑䒁⠽荛❡ㅷㄤ剪⸉ ┩յ觝ꨆ⮱䟩 呦䖦 皍⽀⴩⚿⨞岁雮ㅷ晥遤⸓刿⸈模侮 OTHERNODEIDEAS⪼♑虹掾⮱䟩 ⫐㵽 1.➊⛎蒜挿剣ㆭ❈蒜挿鵮鷓ざㅷ晥蠒Ꝉ2.䙦⛎⨞㼭錞垷遤⸓㥵⡦嵳䫣⦶⸷傈䌢⠛乄掚꡶鍘挿㼭⴯䠑瘝 ㎃յ閕⮦㎽/뀔砯 呦䖦 呏䰘覰㕃邉埋模蠒Ꝉ絈蒜湱䔲✵倰呩䚪絕곜 ROADMAP閕⮦㎽ ⫐㵽 1.✲⟝䲽鶣䪾꣌媯✲⟝㞅鵳錞ⴢ㕃䎇皍⽀䲽鶣⴯䠑2.匣㗌룅ⰌⰖⰢծ炽䎛ծ絊畮ծ歏㉁ծ䨪㢪ծㅷ晥荈㯮⡤ծ倝㯮⡤瘝 ㎃յ閕⮦㎽/뀔砯 呦䖦 䭽撑匣㗌㣐荝곫⠮䫏Ⰶ䗱ꅽ剣䏀⛩倰䲿呩⽀杝⴩♧⟧刿霫絈䫣⟟ BUDGET뀔砯 ⫐㵽 1.♶ず匣㗌⽀⟟ծ侨ꆀծ䚪⟟2.Ⰼ䎃곫皾䚪⟟