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仙緣海產南京地區品牌推廣策劃案+SWOT分析+4P策略

時間:2019-06-16 11:29來源:畢業論文
結合各階段營銷戰略,整合線上線下傳播,運用各種媒介組合推廣仙緣品牌形象。通過策劃方案的具體實施,在南京地區提升仙緣海產品知名度及美譽度,促進銷售量的提高,成功占領

內容摘要本次畢設所選的題目為“仙緣海產南京地區品牌推廣策劃案”,客戶為南通北漁人和水產有限公司,仙緣是該公司旗下最主要品牌,仙緣的海產品取材于近海資源最為豐富的如東縣,在南通享有一定知名度,但在江蘇其他城市知名度較低。海鮮本身屬于中高端市場產品,而目前仙緣的銷售區域主要以南通為中心,銷售渠道除少許城市專營店,僅僅局限于連鎖超市,鋪貨渠道較窄。江蘇經濟相對發達,南京作為省會城市,消費者收入較高,消費能力強,市場機會較大,因此本次策劃選擇南京地區進行全范圍推廣。從市場調研結論得出南京市場消費行為、態勢、偏好,確定目標市場、目標消費者、更形象的描述品牌形象,提出“營養 0 損耗,優質工藝領‘鮮’品牌”的品牌定位和“450Mpa超高壓工藝打造的營養 0損耗原味海鮮”的核心賣點,制定相應的 4P 策略,為仙緣海產品更好的在南京地區的宣傳推廣做好準備。在傳播策略及創意設計這方面,將項目分為兩個階段進行推廣。第一階段仙緣品牌形象塑造,包括為仙緣品牌設計產品包裝、提出推廣的主題和口號升華品牌形象。第二階段,結合各階段營銷戰略,整合線上線下傳播,運用各種媒介組合推廣仙緣品牌形象。通過策劃方案的具體實施,在南京地區提升仙緣海產品知名度及美譽度,促進銷售量的提高,成功占領南京海產品市場。36353
畢業論文關鍵詞:仙緣海產品包裝;品牌形象;傳播策略;超高壓工藝;
SummaryThe project selected topic for "Xian Yuan seafood in Nanjing area brand promotion planning",the customer as the Nantong north fisherman and aquatic products co., LTD. Xian Yuan is asubsidiary of the company's main brand, Xian Yuan seafood from offshore resource is most rich inriding, enjoys certain popularity in Nantong, but in other cities in Jiangsu province visibility islow.Seafood itself belongs to the high-end product market, and currently Xian Yuan sales area asthe center, mainly in Nantong store sales channels in addition to a few cities, limited chainsupermarket, shop goods channel is narrow. As the provincial capital, economy is relativelydeveloped in Jiangsu province, Nanjing higher consumer income, consumption ability is strong,the market chance is bigger, so the plan chooses Nanjing area for full coverage.From market research conclusions from Nanjing market consumer behavior, posture,preferences, and determine the target market, target consumers, more image description of thebrand image, put forward "quality process brought fresh" brand positioning and "450Mpa ofsuper-high pressure technology to build a zero pollution raw seafood" at the heart of the sellingpoint, formulate corresponding strategies of 4P, in Nanjing area of Xian Yuan seafood better beprepared for the promotion.In the area of communication strategy and creative design, the project is pided into twostages. First stage Xian Yuan brand image shaping, including for Xian Yuan brand productpackaging design, put forward to promote the theme and slogan of sublimation brand image. Thesecond stage, combining in different stages of the marketing strategy, integrated onlinecommunication, uses all kinds of media mix Xian Yuan brand image promotion.Through the specific implementation of planning scheme, improve visibility and reputationXian Yuan seafood in Nanjing region; promote the increase of sales, successfully occupiedNanjing seafood market.

源`自*六:維.論^文'網www.aftnzs.live


Key words: Product packaging of Xian Yuan; Brand Image; Communication strategy;Ultra-high voltage process
目錄
內容摘要6
前言8
第一部分:項目簡介、工作計劃及實施情況說明
一、客戶/項目基本情況
(一)選題緣由9
(二)客戶簡介9
(三)項目目的10
二、項目工作思路與計劃安排 仙緣海產南京地區品牌推廣策劃案+SWOT分析+4P策略:http://www.aftnzs.live/guanli/20190616/34760.html
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