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内容摘要徐州市户部山商业街坐落于历史悠久的彭城中心商业圈，本应成为连接徐州汉文化与时尚的纽带，但当下户部山商业街定位模糊、布局散乱不仅无法成为徐州旅游的坐标，其知名度也很低。我们通过对商业街发展现状、户部山商户及消费者的调研分析，借鉴国内外商业街范例结合户部山本身携带的汉文化形象把户部山商业街的定位提炼为徐州历史的缩影，一条承载徐州文化的多功能特色文化街区。借助政府对户部山进行重新规划统筹布局、明确定位突出文化特，以改善户部山购物环境，塑造其徐州特色街区的形象。通过媒体的组合扩大宣传，做活街区经济，以淮海经济区为中心扩大影响，使其成为古城徐州的代表性建筑和中心商业区，增强徐州这座历史文化名城对外界的吸引力度，刺激徐州城市旅游消费，进而带动旅游事业的全面增长，推动经济发展。34298
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毕业论文关键字：品牌形象；知名度；广告；营销
Summary
Xuzhou Hubushan Business Street is located in the Central Business District of Pengcheng, which would have connected the Han culture with modern society. However, due to its ambiguous marketing orientation and straggling layout, Hubushan Business Street is impossible to become traveling symbol of Xuzhou. In addition, the reputation is very low. After full study and analysis of current development situation, local business merchants and target consumers, the paper uses some home and abroad examples for reference, and takes the Han culture symbol of Xuzhou into consideration. Then, the paper defines Hubushan Business Street as the epitome of Xuzhou City -- a street that carries the multi-functional culture characteristics of Xuzhou. With the help of governments new overall planning and reasonable layout, Hubushan Business Street will be redefined so as to make culture characteristics more prominent, improve the shopping condition and shape the image of Xuzhous unique business street. By the spreading of media publicity, the street will be revitalized and its impact will be greatly spread in Huaihai Economic Zone. All of these make Hubushan Business Street the symbolic construction and central business circle of Xuzhou, which will strengthen the cultural attraction of the city, stimulate the development of tourism, and further promote the prosperity of economy.
Keywords: Brand image , reputation, advertisement ,marketing,
目 录
（前言） 1
第一部分 项目简介与毕业设计创作分析说明 1
一、毕业设计选题简析 1
二、整合营销框架思路 1
三、全案点评 2
四、亮点与创新 3
五、缺点和不足 3
优尔、总结 3
第二部分 市场分析 5
一、国内商业街发展现状 5
二、户部山商业街发展现状 6
三、商户访谈总结 6
四、消费者分析 8
五、市场调研总结 15
优尔 、营销诊断 18
第三部分 品牌整合营销战略 19
一、 政府对户部山商业街的规划 19
二、 规划建议 20
三、营销目标 23
四、营销定位 23
五、 营销策略 24
第四部分 品牌传播策略 26
一、传播对象 26
二、传播主题 26
三、诉求点解析 27
四、品牌形象解析及设计 27
五、创意表现 29
优尔、活动推广 31