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摘要内容摘要我们此次策划案的广告主是南通玉兔有限公司，主要进行了玉兔集团营销策略的策划。我们在仔细研究了南通玉兔公司的相关情况和现状后，决定此次策划传播的区域为南通市区以及周边乡镇地区。首先我们有针对性的进行了南通玉兔营销大环境的分析，其中包肉制品行业的分析、消费者分析以及竞争者分析，通过这些分析，我们总结出了南通玉兔集团目前自身的优劣势以及所面临的机会和威胁。在明确了整个市场、消费者以及南通玉兔品牌现状后，我们进一步明确了品牌的诉求和定位，抓住健康、信任的需求，塑造“南通本土品牌，自己人更放心”的品牌形象，针对此我们策划了一系列的广告活动,以平面、户外、影视、公关等广告形式，提升南通玉兔集团的知名度和消费者认可度，力图使玉兔品牌能够在南通地区与双汇、金锣等知名品牌并肩而行，大大提升销售量。我们为南通玉兔集团制定了一年度的营销策划，从2014年的10月份到2015年的10月份。广告活动贯穿始终，用各种形式或打造形象或直接促进销售。渠道上，继续完善超市、便利店、餐饮店三个渠道。促销上，以节假日促销为主，做好终端销售。通过以上的营销策划，力图大力提高南通玉兔品牌的认知度和辨识度，提升品牌档次和价值，让消费者明确品牌形象和价值；同时提升产品的销售量，增加市场份额。31879
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毕业论文关键词：南通玉兔；品牌；营销；媒介
Abstract We planned this case for advertiser Nantong YUTU Co., mainly about the YUTU group marketing strategy planning.We carefully studied the situation and status of Nantong YUTU company. It was decided that the regional planning be carried out mainly in Nantong city and surrounding towns areas. First, we analysed Nantong YUTU marketing environment Precisely, which includes packets meat industry, consumer analysis and
competitor analysis. Through the analysis, we conclude the advantages and psadvantages of Nantong YUTU Group currently as well as opportunities and threats. After clear the entire market, consumers and Nantong YUTU brand status, we further defined the brand's Selling point and market positioning.And seized the emotional needs, create "own brand, trusted brands, guaranteed brand" brand image. on the basis of the analysis, we have planned a series of campaigns consisted of print, outdoor, television, public relations and other forms of advertising to promote visibility and consumer recognition of Nantong YUTU group , to make the YUTU brands to catch up Shuanghui, Jinluo and other well-known brands in Nantong city,greatly enhance sales. We developed a year marketing plan for Nantong YUTU Group, from October 2014 to October 2015. The whole Campaign was be planed with various forms advertisement,which effects on not only creating the image but also promoting sales.In the channel, we continue to improve the supermarkets, convenience stores, restaurants three channels. On promotions, main in holiday promotions,we also help YUTU do terminal sales well. Through the above marketing plan, we trying to greatly improve the awareness and recognition of Nantong YUTU brand to enhance brand quality and value, so that consumers clear brand image and value; In the same time
increasing product sales and market share.
Key words: YUTU company；Brand; marketing; media
前言 随着农村经济的发展，肉类消费市场除在城市仍有扩展的空间外，在农村有着更大的增长潜力。随着我国新农村城镇建设进程的加快和农民收入水平的提高，肉类食品消费数量在较长的时间内会持续增长。所以肉制品行业的需求是可观的。
肉制品行业，就像是食品行业里的任何一类，一旦发生了安全事故，是再多的改进与宣传都无法弥补的，所以像南通玉兔集团这样的肉制品公司应该高度重视安全问题，在质量上严格把关，毕竟这是一个企业发展最重要的基石，应当以健康安全为宗旨。