摘  要本次毕业设计主要是针对怡味莲所做的品牌推广营销策划案，由此我们从市场调查分析开始，通过营销诊断设计品牌形象、制定传播推广策略，紧接着制定了品牌推广策略，最终提出创意表现方案，确定最终的媒介排期和组合的方案。69283

我们根据前期市场调查分析总结得出的怡味莲的品牌定位为“品尝怡味莲，感受荷香气息”，我们小组针对怡味莲品牌撰写品牌推广营销策划。制定出怡味莲品牌发展目标，并根据这个目标制定后期的品牌传播推广活动。品牌推广活动为期半年左右，主要分为三个部分，一是微博微信互动话题、二是广播软文推送、三是早餐创新搭配，这三个活动需要通过不同的媒体组合来配合完成。活动过程中还需要一些具体的公关活动来辅助实施，来加深怡味莲品牌在消费者心目中的形象。

    通过这次怡味莲品牌在江苏地区的品牌推广营销策划案，可以极大的提升怡味莲的品牌形象，在消费者心中建立明确的品牌形象地位。

毕业论文关键词：怡味莲；江苏地区；品牌形象；品牌推广

Evlan in Jiangsu area from 2016 to 2017 to promote the brand marketing planning case

Abstract

This graduation design is mainly for evlan brand marketing planning case. So we from the market survey analysis, through marketing diagnosis design brand image, promotion strategy formulation, followed by the enactment of the brand promotion strategy, finally puts forward the creative performance and determine the final media arrangement and combination of scheme.

According to the preliminary market investigation analysis summarizes the evlan brand positioning as "tasting evlan, feel the fragrance flavor", our group for evlan brand writing brand marketing planning. Develop evlan brand development goals, and to develop according to the goal of brand promotion activities. Brand promotion activities for a period of six months or so, mainly pided into three parts, one is the micro blog micro interactive topic, the second is broadcast soft push, three is to match breakfast innovation. These three activities need through different media combinations to cooperate. Activities in the process also need some specific public relations activities to assist implementation, to deepen evlan brand image in the minds of consumers.

Through this evlan brand in Jiangsu area of brand marketing planning case, can greatly enhance the evlan brand image, establish a clear brand image in the minds of consumers.

Key  Words: Evlan  Jiangsu area  brand image  brand promotion

目  录

摘要--1

Abstract--Ⅱ

目录-Ⅲ

第一部分 项目简介与毕业设计创作分析说明

一、毕业设计选题简介--6

（一）毕业设计名称--6

（二）选题缘由--6

（三）客户基本情况介绍--6

（四）策划的主要目标--8

二、毕业设计思路简述--9

（一）毕业设计思路--9

（二）毕业设计计划安排--9

三、个人小结-10

第二部分 市场调查分析

一、 市场调研实施过程说明-12

（一）调研主要内容-12

（二）调研方法-12

（三）方案实施说明-12

二、市场分析-12

（一）宏观环境分析13

(二)行业分析--14

(三)怡味莲江苏地区的市场分析--15

（四）总结-16

三、消费者分析-16

（一）消费者特征分析-16

（二）消费者购买分析-17

（三）消费者对怡味莲的品牌认知分析-20

（四）媒体接触媒体分析-22