美莱整形美容广告策划

美莱整形美容广告策划 策划人:程放 贾冬冬 王奇 and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 目录 封面 前言 第一部分 市场背景状况 1、市场环境 2、美莱集团发展历程 3、产品策划背景 4、挑战与机遇 第二部分 营销策划 1、产品定位 2、目标群体 3、服务项目 第三部分 创意设计 1、 广告语 2、 广告短信 3、 广告创意 4、 自制镜头 第四部分 预算 第五部分 结束语 and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 前言: 整形美容自登陆中国以来，便兴起一股热潮。各大整形美容医院如雨后春笋般在中国各地兴起。为了在千军万马中杀出一条血路，占有一席之地，各美容整形医院也各显神通。各种类型的广告层出不穷，让目标消费者看花了眼，产生了许多在各大整形美容医院门前的“徘徊者”。随着整形美容意识在消费者群中的传播，广告诉求对象也开始向年轻群体靠拢。随着社会进步，市场潜在实力不可小觑。如何发掘这部分资源，在目标消费群体中树立品牌意识变得尤为重要。 第一部分:市场背景状况 1.市场环境分析: 目前的整形美容市场还很不成熟，“蛋糕”还很有限。这种现象的存在与整个中国的经济、政治大环境有关，更与整形美容相关的一些环节有密切关系，主要表现在以下几个方面: A、政府方面: 所有规则制定的初衷都是为了构建约束的框架，而执行的力度才是约束得以实现的保障。就国家而言，法律和有关职能部门分别代表了约束的框架和执行力。整形美容市场的不成熟，从政府方面而言，主要体现在政府相关职能部门的管控力度不够上，如对整形美容机构的严格的资质审批及长期的市场监察、对医疗类虚假广告的监控、对医疗事故的处理细则及具体的赔偿的制定欠缺等，导致了整形美容市场上虚假广告泛滥、小规模美容院纷纷经营整形美容服务项目、整形美容医师队伍中鱼龙混杂等现象的产生。同时，政府对整形美容机构的管理存在跨部门的问题，因为有可能归卫生检察部门管理，也可能归工商行政管理部门 1 管理，因此造成了一定的管理漏洞和难度。但从宏观方面，随着WTO的加入，随着时间的推移，外资投资在医疗机构方面的政策变得越来越宽松，这对国内目前很多还处于作坊式运作的医疗机构而言，竞争的压力已经到了生死存亡的边缘。 B、消费者方面: 目前，整个社会正经历历史大变革时，经济建设与思想道德建设存在失衡的趋势，整个社会都在急功近利，都显得浮躁不安。正是由于女性消费者的浮躁创造了巨大的美容市场需求，其中也包括整形美容并因此造就了整形美容行业的迅猛发展。 本来整形美容，其实是整形和美容两个概念，它们的消费群是不一样的。理论上整形面对的应该是身体上有客观存在的明显缺陷或残疾的人，美容的对象却是正常的却希望锦上添花的人。但是目前的现状却是，整形机构接待并进行了手术的顾客绝大多数是后者。造成这种现象的原因，除本身带有残疾或明显缺陷的人数量比正常人要少以外，更多是由于以下原因造成的: 从消费者的角度来看，目前众多女性对于生活的追求外在大于内涵，尤其在有了一定的经济实力以后，更加贪慕虚荣和物质享受;很多女性缺乏真正意义上的独立意识和能力时，需要靠外表的吸引而依赖他人生活或证明自己的存在价值，因此她们对外表的美感具有强烈的追求。 从消费者受社会影响的角度来看，社会竞争加剧、外表普遍成为先于能力的评判依据，相貌出众的确可以拥有更多的追求者、获得了更多的人生机会;女人靠漂亮的脸蛋与普通人拉开贫富差距的现象普遍存在并有较大的社会影响，这些都会使女性受到影响，而增强对自己外表美的追求。 虽然这是一个综合的社会问题，但不可否认的是，消费者的旺盛需求将推动整形美容行业的发展进程。 随着社会的发展，女性消费者独立意识和能力的加强，对美貌的追求将成为自主选择，因此将更科学和理智，她们会意识到所有的手术都存在风险，整形不是万能的，因此不再报有盲目的期望;她们也将会理智地对广告进行分析和筛选，and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 对医师和整形机构进行多方考察，并更注重对品牌和服务的要求，以保障自己的安全和利益。随着时间的推移、社会的日渐开放、市场的规范，技术的完善、安全的更多保障、消费者的成熟，今后将会有越来越多的消费者对整形美容感兴趣，并最终消费。到了那个时候，消费者是否选择整形美容，已经不再会遭到社会的议论，而仅仅代表了他或她个人的生活爱好。也就是说整形美容市场的规范及发展很大程度上取决于消费者的成熟和理智。 C、整形机构方面 就经营机构而言，整形美容行业进入的技术和资金门槛都不高，经营至今面临的情况却很复杂:一方面，整形市场存在巨大的需求、利润和成长空间，导致企业膨胀过于迅速，企业的决策意识、管理水平、软硬件设备设施急需提高;另一方面，企业又不得不面对激烈的同质化市场竞争，急于先行抢占市场份额、提升市场地位;再一方面，企业还得面对专业技术市场不成熟甚至匮乏的问题以及民营企业难以吸引到高级技术人才的现实问题。 2.美莱集团发展历程 美莱(中国)医疗美容集团1999 年诞生于中国时尚之都——上海，是亚洲规模最大、实力最雄厚的专业医疗美容医院连锁集团，旗下拥有"美莱"、"华美"两大知名品牌。自开启基业至今，美莱已历经了十五载寒暑，经过美莱人奋发坚持、不懈进取，在医疗、教学、科研等多个医学美容领域占据了领导地位，成为集整形、皮肤、无创、口腔、中医、抗衰老，六大中心于一体的大型医疗美容集团。目前集团在北京、上海、广州、成都、韩国首尔等国家或地区共设立了十六家医疗美容连锁医院及合作机构。拥有112 项国际专利技术、195名中外博士专家团队、超过 150万名消费者的高满意度;同时，美莱集团拥有亚洲地区最好的专家资源以及全球顶尖医疗技术支持，创新了多项国内外行业领先技术，并获得多项国家医学美容专利技术，在医资力量、设备、技术、环境、服务、管理六大 3 方面实现国际化的接轨。引领着中国乃至亚洲医学美容行业朝着更加成熟、更加规范、更加国际化的方向迈进。2012年，美莱医疗美容集团强势入驻京城，成立了北京美莱医疗美容机构。为了进一步做大，美莱需要更好的广告策略。 3.产品策划背景 1、整形美容业存在的必然性: 人类对美丽的追求跨越了整个人类历史长河从未发生变化，这是人类与生俱来的本能之一。但是过去人们为了追求美丽有时却需要付出生命的代价:古代罗马希腊时代用铅粉美容，中国吃砒霜让脸变白。现代科技的进步，造就了整形美容业的诞生。这个新兴的行业从传统的外科手术演化而来，使人类有能力在尽可能避免损害身体的基础上，更安全地追求美丽，从这个意义上来说，整形美容是人类文明进步的表现，它的出现是社会发展的必然产物。 2、整形美容业存在的合理性: 虽然对于人造美与自然美的争论从未停息过，并不断见诸报端，但其实美是一种客观存在，本身并无自然和人工的区别。人工盆景、人造景观、数码图片都是人造的，同样具有美感。虽然就传统文化而言，国人多认为“身体发肤，受之父母”、自然才美。但从本质上说，人类文明的发展正是人类改造自然的结果，人也是自然的一部分，如果能通过一定限度内人体外形的改变，使身体本身有残缺，或因为外形原因而丧失生活乐趣的人，重新找回自信和快乐，在有限的生命历程里体验更多的乐趣，这何尝不是一件有意义的事情呢,所以，从本质上来说，整形美容让更多的人实现美丽梦想提供了条件。虽然它现在还存在很多问题，但相比目前流行的网络杀人游戏，让杀戮和暴力植根于孩子们心灵深处的现象要崇高了很多。一个是上帝正在完善的乐园，一个是恶魔统治下的战场。因此，从这个意义上来看整形美容具有其存在的合理性。 3、整形美容业可持续发展性: 随着人们生活水平的提高和消费观念的更新，随着美容市场的逐步规范、专and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 业技术的日趋成熟，消费者对美容的需求将呈高速上升的趋势，市场前景相当广阔。据有关资料显示:近几年来，美容业产值增长幅度明显高于全国GDP的增长速度，预计未来5年，美容业的产值可翻一番。美容业已形成了整形美容、保健美容、美容教育、专业美容产品研发生产销售等为主体的综合性产业。 4.挑战与机遇: 1.现状与挑战 目前中国整形美容产业现存问题: 1 缺乏国内高水平的专业美容整形研发机构 2 专业从事美容整形研究人员缺乏资源整合平台 3 产品与技术在市场上严重同质化 4 重视商业运作轻专业基础 炒作概念，虚假和夸大宣传严重 5 6 恶性竞争，打价格战，打口水战 7 缺乏人体安全性和政策安全性 8 普遍缺少品牌经营和保护意识 9 缺少对客户的增值服务以及与整形美容有关的健康教育和健康管理 10 市场准入门槛低，从业人员专业素质急待提高 2.趋势与机遇 1 全国减肥人群平均15%---20%逐年递增，需求加大 婚后，产后及中年女性肥胖人群逐年增加 2 3 各年龄段的男性减肥人群快速增长 4 小儿肥胖症的社会问题日趋严重 5 越来越多的人们从形体美开始注重外在美 6 整容失败者和整容人群与日俱增 7 专业整容机构发展有待于进一步成熟 5 8 美容整形产业技术品牌时代尚未到来 9 美容产业从保健和美容产业发生整合与分离 10 未来国际美容整形市场更看好中国模式 纵观上述数据不难看出，美容整形行业有机遇也存在挑战。商家做专 业，做模式，做品牌，做健康教育，就相当重要了，现在的概念，广告已经在消费者心里打上了问号,很多同行见面会感慨，消费者不如以前好伺候了，什么招都有点不好使了。自古有挑战就会有机遇，随着不断的新变化，美容院整形美容也逐渐进入专业领域，不在是简单的提供药品，按摩，精油，仪器，针灸，等等老一套机械的减肥了，更重要的是提供全方位的营养，健康方面的咨询，根据顾客身体存在的健康状况，来设计搭配疗程。更多的方面是从营养，经络，对身体健康很重视。因为最有效的整容是建立在健康的基础上才能整容后对身体无害。有了这个前提，美容院的美容整形项目就会进入良性循环。 第二部分 营销策划 1、 产品定位 美莱集团作为亚洲规模最大、实力最雄厚的专业医疗美容医院连锁集团，旗下拥有"美莱"、"华美"两大知名品牌。拥有国内外知名医疗美容专家组成的医疗科研团队、全球最先进的医疗美容器械设备、数百项具有国际专利的临床应用。另外根据市场调查美容的主力以都市商业女性为主，她们对美容的有着强烈的需要，并且有一定的经济基础。因此美莱主要为18-50岁女性为主，男性为辅。其中最主要的人群是28-50岁的成熟女性提供最时髦、最流行的、最前卫的依托现代化科学化整形、皮肤、无创、抗衰老、中医、口腔六大科室，涵盖眼部整形、鼻部整形、胸部整形、身体曲线、祛斑美白、祛痘嫩肤、紧肤除皱、无创塑形、抗衰老、中医美容、口腔美容等各种美容服务。 2、目标群体: and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 美莱目标群体对美丽有着不懈的追求，以18-50岁女性为主，男性为辅。其中最主要的人群是28-50岁的成熟女性，她们在生活、在职场上都独当一面。 3、服务项目 1.整形美容:美是女人的第二生命，也是女人一辈子孜孜以求的“事业”。拥有一双深邃生动的明眸总能散发出魅人的光芒，可惜不是所有的人都拥有完美的双眼。在东方，约半数的父母留给孩子的是小眼睛、单眼皮，所以双眼皮一直是人们所追求和津津乐道的。另一方面，由于先天或随着年龄增加，抑或工作压力过重而导致的眼袋，也会遮掩了双眼的美，让人看起来没有神采，疲惫憔悴。由此，人们便开始通过眼部整形为自己重塑明艳双眸。美莱眼部整形可谓拥有领衔行业的专业优势。权威眼部整形专家更积累了上万例成功经验，不仅对术前设计十分重视，并且根据每位求美者的自身条件和气质，一对一设计眼部整形，更凭借巨资引进了国际先进设备，设备采用高超微创技术，使伤口更隐蔽细小， 恢复快，术后效果自然无痕，令求美者轻松拥有媲美韩星。 2.皮肤美容:斑是面部皮肤的大敌，分为晒斑、黄褐斑、雀斑、老年斑等不同类型，其形成原因错综复杂，严重影响到一个人的面貌美观。虽然目前可以通过一些化妆品进行掩盖，但终究不是长久之计。一般来说形成色斑的主要因素有遗传因素、紫外线照射、内分泌失调、疾病和生活习惯问题等因素，甚至使用化妆品或者护肤不当，都会让肤色晦暗斑驳。正因如此，美莱的皮肤美容专家在对抗色斑这个顽敌的方面也将采取针对性方法，运用国际顶尖设备，激光除斑、脉冲光除斑、二氧化碳、铒铔铬激光除斑及果酸治疗等多种途径，结合中医内调，为求美者祛斑美肤，让肌肤恢复亮白年轻态。男性青年有可能被一种皮肤紊乱病症"贝克痣"困扰，而有部分人则会生发皮肤黑变病。这些皮肤疾病都会影响到个人的正常生活和社交，对人的心理带来不可忽视的创伤。 3.无创美容:岁月无情，它总会在人们的额头、眼角、唇角甚至全身 7 肌肤留下衰老的迹象，出卖你的年龄。从古至今，人们一直为了抵抗衰老而孜孜以求寻找灵丹妙药。而如今随着医学美容的进步以及求美者的需求，越来越多的治疗方式是非侵入性的，可以不开刀的方式来达到变美、变年轻的愿望。无创塑型、无创除皱、微针美塑等方法近年来层出不穷，这种不开刀、微痛感、无需停工休养，效果立竿见影的新兴整形方式使无创抗衰老成为热门产品。 美莱无创美容中心甄选并整合爱贝芙、伊维兰、玻尿酸、保妥适等多种国际进口主流无创注射产品，根据个人特征，精准作用，针对改善，重新构建面部精美轮廓，进行精微塑型填充，精雕绝世之美。无创抗衰老技术具有无创无痛、无需开刀、安全无副作用、无痕高效等诸多优势，广受爱美人士追捧。 4.抗衰美容:月无情，它总会在人们的额头、眼角、唇角甚至全身肌肤留下衰老的迹象，出卖你的年龄。从古至今，人们一直为了抵抗衰老而孜孜以求寻找灵丹妙药。而如今随着医学美容的进步以及求美者的需求，越来越多的治疗方式是非侵入性的，可以不开刀的方式来达到变美、变年轻的愿望。无创塑型、无创除皱、微针美塑等方法近年来层出不穷，这种不开刀、微痛感、无需停工休养，效果立竿见影的新兴整形方式使无创抗衰老成为热门产品。 美莱无创美容中心甄选并整合爱贝芙、伊维兰、玻尿酸、保妥适等多种国际进口主流无创注射产品，根据个人特征，精准作用，针对改善，重新构建面部精美轮廓，进行精微塑型填充，精雕绝世之美。无创抗衰老技术具有无创无痛、无需开刀、安全无副作用、无痕高效等诸多优势，广受爱美人士追捧。 5.中医美容:据世界卫生组织调查，当今世界上有75%的人群处于亚健康状态。尤其是都市白领人群，由于生活节奏快、压力大、疏于调养而容易患上一系列亚健康综合症，出现精神活力和适应能力的下降。如果这种状态不能得到及时的纠正，非常容易引起心身疾病。因此亚健康状态已成为普遍的社会问题，而调养亚健康状态则是中医学在21世纪对人类的新贡献。 美莱中医美容中心遵循“整体观念、天人合一”的传统理念，以望、闻、问、切为基准手段，并结合多种现代化先进治疗设备，为广大爱美人士解决因亚健康、and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 损美性疾病、手术等引起的健康、美容病症，并提供多种长效养生调理、美容年轻化保养方案。 美莱中医美容中心首创将“治未病”的概念引入医学美容领域。同时，采用中西医结合治疗手段，不仅承继中医传统的望、闻、问、切诊疗手段，以针灸、艾灸、刺络、耳息为基本疗法，同时引进多种现代化先进治疗设备，以中西医结合贯穿治疗过程始终，综合药浴、薰蒸、艾灸、药膳、八段锦、营养指导、心理辅导等，让亚健康者患者拥有长久健康的身心，让爱美者达到由内而外的健康。 6.口腔美容:俗话说"齿白三分俏，貌美牙为先"，牙齿是身体不可缺少的关键部分，也是我们人类展现美的地方。一排整齐而又洁白的牙齿能给人一种清新的感觉，同时也会给别人留下了美好的印象。但是人们的口腔经常容易出现牙龈炎、牙周炎等疾病，吸烟、饮茶等留下烟斑、茶渍，也对牙齿健康产生了莫大的影响，此时就需通过洁牙来进行口腔保健和预防了。 洁牙是一种很好的牙齿保健手段，亦是治疗牙周病的首要，通过定期的洁牙，不但可以彻底清除牙齿上的菌斑和结石，令牙周组织保持健康，防治牙周病，而且洁牙时容易发现细小的不易觉察的牙病，如比较隐蔽的龋齿，从而达到早发现早治疗的目的。美莱口腔美容中心提供超声波洁牙、抛光洁牙和喷砂洁牙三种保健方式，让美丽从齿开始～ 美莱五星级的独立就诊空间，采用一人一机的无菌器材有效地避免了因消毒不严而带来的交叉感染，让每一位爱美人士舒适安全地享受每次的口腔清洁。 依托美莱构建的无痛医院以及口腔专家的专业经验，将洁牙后的酸痛感降到最低。同时，每次清洁专业医生都严格遵循8大洁牙流程，给你非同一般的牙齿清洁。 第三部分 创意设计 1、 广告语:美丽来自美莱，美莱让人更加自信～ 2、 广告短信:不可思议吗,立刻就可以让你瘦脸、瘦腰、 9 瘦腿„„让你从平凡变得美丽，让你时刻充满自信，这 只有美莱整形美容～ 3、 广告创意: a.突出了美莱整形不一定只限于女性，男性也可以在美莱整形。 b.美莱可以改变自己，让自己充满自信。 c.美丽可以让男女彼此更深层次的了解对方，从而才知道是否真正合适，美莱可以做到。 d.美莱可以为男女牵线，让男女获得属于自己爱情。 4、 自制镜头 镜头一:美莱整形美容门口:一个长的非常平凡的女性很失落的站在美莱中心的门口，看着美莱她回忆着昨晚相亲时男方看见她时眼中的失望和最后对她的婉拒。看着美莱她思考了一会儿毅然走了进去„„ 镜头二:一个长的只能说的上健康的男性低着头走在路上，他回忆着每次靠近女性时女性都会对他避而远之，他不喜欢说话，他不喜欢逛街，他不喜欢人多的地方„„走着走着到了美莱整形美容的门口他不自觉的停下了，抬起头看见了美莱整形美容，他想了一下走了进去„„ 镜头三:美莱整形美容门口:一个身形妖娆，长的十分美丽的女性抬着头从美莱走了出来，吸了一口气，她笑了。同时，一个长的十分清秀的男性带着微笑也从美莱走了出来。两人彼此看and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 见了，男性一反常态的积极的走到女性的面前和她搭讪，两人好像有很多志趣相投的事可以聊，于是边走边聊„„从背影看两人好像是前两日的一男一女。 镜头四:一辆辆婚车行驶在马路上，当到了美莱整形美容门口一对新人停下车走了下来，他们原来就是那对男女～看着美莱，他们彼此相视的笑了笑，对这彼此说了句:我们缘自美莱，美莱让我们幸福～ 第四部分 预算 1平面广告制作与投放，其中户外平面广告约1000元人民币左右价格每个广告牌，投入68万元人民币，在国内大中型城市投放。并且在全国各大城市出租车投放广告，出租车每月约100元人民币，以每月1000辆出租车计算，两年共投入240万元人民币;公共汽车约3000元人民币每月，以每月100辆计算，两年共投入72万元人民币,共投入390万人民币。 2影视广告制作8万元人民币。邀请美容大王小s为美莱代言两年费用两年共计350万人民币。建于电视台广告费用过高，采用以网络投放相关影视广告为主，主要在奇异视频和搜狐视频等主要视频网络投放，预计投入180万人民币。预计共投入530万人民币。 3市场调研费用20万人民币。 总计:以两年为计算标准总共投入预计920万元人民币。 11 第五部分 结束语 结束语: 当你踏入美莱，寻找那一份属于你的美丽，我们就缔结了一 份永世不渝的缘分。美莱以一颗诚挚的心伴你一生的美丽，做你 终身青春靓丽的守护神。美丽预见未来。 and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation