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内容摘要该策划案是对素百品牌进行品牌推广的策划案，推广目的是通过在徐州市推广素百品牌，在较短时间内树立素百的品牌形象，增强消费者对素百的认知度和美誉度，同时加大对素食文化宣传力度，引导人们正确看待素食与健康之间的关系，为素百成为徐州知名素食品牌奠基。通过二手资料的搜集和对问卷调查的研究，了解了徐州素食行业的发展现状，得出徐州市素食行业的发展处于初级阶段，素食市场空白，素食行业的竞争力小，发展潜力大，在徐州市推广素食是可行的。结合徐州市素食市场现状以及深入剖析目标消费者的消费特征，和与竞争对手的优劣势分析，得到素食文化传播的重要性，素食之所以在徐州没有很大的共鸣和消费，是因为人们对素食文化了解很少，对素食有偏见，认为素食的营养不均衡，容易造成营养不良，所以加强人们对素食文化的理解，对素食的销售也有极大的帮助，由此制定素百品牌进驻徐州的战略发展规划，主要通过三个发展阶段对素百进行品牌的传播和推广，第一阶段是增强人们的品牌认知度，第二阶段是增强人们对品牌的好感度和忠诚度，第三阶段是品牌的巩固和发展成熟时期，在这三个阶段里，通过相关的广告创意设计和媒介传播，促进素百品牌建设和深入发展。，最后进行广告预算和效果评估，该策划案以成本最小化，传播效果最大化为原则进行策划，尽量满足各方面的需求。38388
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毕业论文关键词：徐州素食行业;素百;素食文化;品牌传播;素食文化节
Abstract
The plot is the element in subway brand for brand promotion planning, promotion purpose is through in XZ city subway brand, in a relatively short period of time set up the brand image of the subway, enhance consumers' awareness and reputation of subway, at the same time intensify propaganda of vegetarian culture, leading people to think about a vegetarian diet and health right, the relationship between the subway of XZ famous vegetarian brand cornerstone. Through secondary data collection and the study of the questionnaire survey, understand the XZ vegetarian industry development present situation, the development of XZ city vegetarian industry in its early stages, vegetarian market blank, vegetarian industry competitiveness of small and large development potential, in XZ promoting vegetarianism is feasible. Together with the present situation of XZ city vegetarian food market and consumption characteristics of the target consumers with the, and the advantages and disadvantages of rival analysis, get the importance of vegetarian culture dissemination, vegetarian so there isn't much resonance in XZ and consumption, because people know little about vegetarian culture, has a prejudice against a vegetarian diet, think vegetarian nutritional imbalance, easy to cause the malnutrition, so to strengthen people's understanding of vegetarian culture, also have great help to vegetarian food sales, thus making subway brand in XZ strategic development planning, mainly through three development stages on grain subway brand dissemination and promotion, the first stage is to enhance the brand awareness of people, the second stage is to enhance people's liking of the brand and the loyalty, the third stage is the brand to consolidate and develop the mature period, in the three stages, through the relevant advertising creative design and media communication, promote the brand of subway construction and further development. And finally the advertising budget and effect assessment, the plot to cost minimization, communication effect maximization as the principle for planning, try to meet the needs of all aspects.
Keyword:Xuzhou vegetarian industry; SBW; vegetarian diet culture ; the transmission of brand ;vegetarian culture festival
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