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路途樂兒童安全座椅品牌線上推廣策劃案

時間:2019-05-04 22:27來源:畢業論文
提出“奶爸辣媽 樂享路途”的傳播主題,深度挖掘品牌傳播主題,分階段進行傳播。在創意設計層面,進行了軟文、視頻、平面的設計以及各種線上互動方案。最后在營銷策略的指導下

摘要本次畢業設計是針對路途樂兒童安全座椅形象塑造及線上推廣做的營銷傳播策劃全案,我們從市場分析開始,通過營銷診斷設計品牌形象、制定營銷推廣策略,繼而制定品牌傳播策略,最后設計創意表現,并得出媒介策略。35172
通過一系列市場調查,我們發現,消費者對兒童安全座椅的需求持續擴大。但是,目前兒童安全座椅市場不夠完善,遠不能滿足消費者需求。路途樂作為國內兒童安全座椅行業領先品牌,擁有較高的生產水準,高性價比和豐富的產品線等賣點,能夠們組消費者對安全座椅的最大訴求點:安全、省心和盡情享受路途的美好。通過消費者分析,我們充分了解了包括消費者心理和行為特征以及媒介接觸習慣等豐富的信息。通過對同級別其他廠商的分析,我們深入了解到了主要競爭對手的經營狀況和營銷策略。除此之外,對路途樂自身的分析以及與其他廠商的對比,總結出了SWOT分析,為后續策略點制定奠定了堅實的基礎。
根據業務目標,我們將產品定位為“寶寶的袋鼠爸媽”。同時在此基礎上定位路途樂品牌形象,并且確定品牌發展目標和營銷策略。根據目前企業自身狀況,我們確定了“線上新媒體為主,傳統媒體和線下為輔”的渠道策略。價格層面,對于不同的包裝組合,確定定價策略。
從傳播方面來說,我們提出“奶爸辣媽 樂享路途”的傳播主題,深度挖掘品牌傳播主題,分階段進行傳播。在創意設計層面,進行了軟文、視頻、平面的設計以及各種線上互動方案。最后在營銷策略的指導下,完成相應的廣告媒介策略。
畢業論文關鍵詞:路途樂兒童安全座椅;樂享路途;領先品牌;品牌形象;營銷傳播
 Summary The graduation project is mainly for the Lutule child safety seat image design and online promotion for the the marketing communication plan. We start from the analysis of market research, brand image through marketing diagnostic design, develop marketing strategies, leading to the development of brand communication strategy, and finally proposes creative expression program to work out with the media strategy.

源¥自%六:維;論-文'網=www.aftnzs.live


With the careful analysis of the market, we have found out that the need for safety seats increases nowadays. But on the contrary, there are so many products from many brands having good or poor quality, which makes the whole market seems terribly not to be enough for the consumers to choose. As the domestic leading brand in this industry, Lutule satisfies the commands for the child safety seats, which include safety, convenience, and enjoyment, because of that Lutule has got high-level producing standard, excellent cost performance, and its rich product line. The analysis of the consumers has supplied abundant information that contains consumer psychological characteristics, behavioral characteristics and their habits of contacting with the media. Besides, it has informed us with the other brands’ operating conditions and marketing strategies by the analysis of the competitors. Above all, we has come up with the analysis of SWOT via analyzing Lutule itself and comparing it with its competitors, which has laid a good foundation of the latter strategies.
According to the business goals, the products have been positioned as ” the babies’ kangaroo parents”. Meanwhile, the brand image has been designed, besides which the brand development goals and the marketing strategies have come up. When it comes to the marketing strategies, according to the status of Lutele’s resource at present, we have come up with idea that online goes first, and offline goes second. And for the price, according to different packaging combination, We come up with the corresponding strategies.
In the aspect of communication strategies, we come up with the theme--- "Daddy and Mummy, enjoy your way", the spread of excavating in brand communication. The media strategies would be performed under the guidance of the marketing strategies. 路途樂兒童安全座椅品牌線上推廣策劃案:http://www.aftnzs.live/guanli/20190504/33007.html
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