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内容摘要本策划案通过前期对洗涤产品行业的分析，对洗衣皂市场的分析，以及上海洗衣皂市场的地区性分析，了解目前扇牌洗衣皂面临的大市场环境：洗衣皂市场回暖的大趋势，网络销售和体验式营销开始在销售上崭露头角。上海地区各洗衣皂品牌的集中度高，传播费用昂贵；通过消费者分析，了解现今消费者购买洗衣皂的消费心理和消费习惯：去污能力和价格仍是目前市场上消费者选择洗衣皂时考虑最多的因素，消费者对洗衣皂品牌的忠臣度不高，很容易受促销活动的影响。通过竞争者分析将扇牌的主要两大竞争对手定为雕牌和奇强，分别分析这两大洗衣皂的品牌定位和营销手段总结出优劣供扇牌参考。通过对扇牌自身产品和品牌的分析再结合前面的分析，总结出扇牌洗衣皂的优劣势。我们将扇牌的品牌定位重新定位历史悠久的实惠产品，质量上乘的纯粹国货，见证中国洗衣皂一个世纪发展的上海洗衣皂。上海地区的传播被我们分成了三个部分，每个部分都有不同的线上线下的活动，同时配合着各类媒介上的广告，争取在短时间内迅速打开扇牌的上海市场，提高扇牌的品牌知名度，促成洗衣皂的购买，努力培养自己的充实消费者。30901
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毕业论文关键词：扇牌洗衣皂；上海地区；品牌传播；营销传播
Content summary
The planning case through the prophase of washing products industry analysis of laundry soap market analysis, as well as analysis of the area of Shanghai laundry soap market, understand the fan card laundry soap is currently facing the market environment: laundry soap market warms up in the trend, network marketing and experiential marketing began to emerge in the sales. Shanghai area laundry soap brand concentration is high, to spread the cost of expensive; through consumer analysis, to understand the factors that now consumers buy laundry soap consumption psychology and consumption habits: decontamination ability and the price is still the market consumers choose laundry soap is considered the most, consumers of laundry soap brand loyal degree is not high, easily by the promotional activities of the effect. Through competitor analysis will fan card of two main competitors for Diaopai and Qiqiang, respectively analysis the laundry soap brand positioning and marketing means summed up the advantages and disadvantages for the reference of the fan card. Through the analysis of the fan card's own product and brand and then combined with the previous analysis, the advantages and disadvantages of the fan brand washing soap are summarized.. We will fan card brand positioning re positioning of the long history of affordable products, high quality pure domestics, witness China laundry soap a century the development of Shanghai laundry soap. Shanghai propagation is pided into three parts, each part have different online and offline activities, in combination with all kinds of media advertising, for quickly open the fan card in a short period of time, the Shanghai market, improve the fan card brand awareness, promote the purchase of laundry soap, and strive to cultivate their full consumers.
Key words: Fan washing soap；Shanghai region；Brand communication；Marketing Communication
目 录
内容摘要6
第一部分 项目简介与毕业设计创作分析说明
一、选题的介绍分析8
（一）选题背景介绍8
（二）选题意义8
（三）选题策划目标8
二、选题创作思路9
（一）明确毕业设计的主题9
（二）明确业务目标与内9
（三）进行市场调研分析9
（四）进行具体的策略策划9
（五）进行广告活动与创意10
（优尔）进行效果评估和预算10
三、毕业设计推进时间安排10
四、个人小结10
第二部分 扇牌洗衣皂市场分析