摘要本次毕业设计的内容项目是梅兰春芝麻香型白酒，1982年，梅兰春酒厂开创了芝麻香型白酒，梅兰春酒业想要跟上苏酒复兴的潮流，就要迎合白酒市场对于淡雅浓香型白酒的需求，不但要加强新产品研发、更要转变品牌的定位，梅兰春致力于为消费者提供高品质的芝麻香白酒，打造中国芝麻香型白酒第一品牌。50660

这次策划先对梅兰春的现阶段表现进行调查了解，得出梅兰春一个大概的情况，然后更深入的了解江苏白酒市场状况和竞争对手们的情况以及消费者的购买习性，全面的对梅兰春进行一个评估，分析梅兰春现在的优势和劣势，遇到的机会和潜在的威胁。然后我们对梅兰春进行品牌的重新定位，根据定位策划接下来的品牌营销推广。

有了品牌的全新定位，我们还要对梅兰春的包装设计进行升级，统一品牌文化，与我们的定位吻合。对于公关活动的选择，要选用组合的方式，恰当的活动安排可以串联起所有的活动，对品牌传播起到很大的帮助。媒体的选择要充分考虑受众的习惯，有针对性的向消费者传播，媒体的组合方式也要恰当，媒体间互补，达到传播的最佳效果。

经过这次的品牌传播，大大增加梅兰春在江苏地区的知名度，从而转化为购买，增加梅兰春销量。

毕业论文关键词：梅兰春；芝麻香型白酒；品牌传播

Abstract The items of this graduation design are Meilanchun sesame flavor liquor. In 1982, Mei Lanchun winery pioneered the sesame flavor liquor. If MeiLanchun hope to keep pace with the trend of the Su wine Renaissance, it will need to cater to the liquor market demand for the type of elegant flavor liquor. It needs to strengthen new product R & D, and to change the brand positioning. Meilanchun commitment to providing consumers with high-quality sesame flavor liquor in order to create the first brand of Chinese sesame flavor liquor.

The graduation design do research on Meilanchun liquor at current stage to understand the situation in general,and then have in-depth understanding of Jiangsu liquor market and the situation of competitors and consumer buying habits to have a comprehensive assessment of Meilanchun liquor including analysis of advantages and disadvantages of MeiLanchun, chances and potential threats. Finally, we carry on brand marketing promotion according to the new brand positioning of Meilanchun .

With the new brand positioning, we will upgrade the packaging design of MeiLanchun and  unified brand culture to cater to the new positioning. For the choice of public relations activities, we take combined ways which must be the most appropriate means to put all the activities in series.It will play a great help in the spread of the brand. The choice of media should fully consider the habits of the audience. And the combination of the media also needs to be appropriate to achieve the best effect of communication.

This brand communication greatly increases the visibility of MeiLanchun in Jiangsu area, and therefore increases sales of Meilanchun liquor.

Keywords: Meilanchun; sesame flavor liquor; brand communication

摘要 4

前言 8

第一部分项目简介与毕业设计分析 9

一、选题缘由 9

（一）选题背景 9

（二）选题理由 10

二、项目客户简介 10

（一）公司简介、企业状况 10

（二）品牌状况 10

（三）产品状况 梅兰春品牌传播策划案:http://www.youerw.com/guanli/lunwen_54016.html