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摘要如今，中国毛巾市场日趋成熟，竞争激烈，但是缺乏清晰的定位。湖南欧林雅竹纤维服饰也存在同样的问题，所以探究如何将产品、品牌清晰定位，提升品牌形象， 从而进一步提高欧林雅毛巾在消费者中的知名度和美誉度是目前欧林雅毛巾发展的重点。本小组对中国毛巾的消费者构成、购买行为、接触媒介习惯以及消费者对欧林雅毛巾的认知进行了深度分析， 并进一步结合欧林雅竞争对手的基本情况以及欧林雅毛巾内部与外部环境的分析，明确欧林雅在国内毛巾市场的优势、劣势、机会和威胁，重新给其进行了产品定位“竹之纤维，丝滑亲肤” 。然后结合 4P营销理论和品牌定位理论，为本次项目重新选定目标市场及目标消费群体，同时对其品牌形象进行更加细致的分析描述，进而将品牌形象定位为“优雅” ，使其品牌形象更为明确，又为其设计了相应的产品、价格、渠道、促销等营销推广策略的组合。最后，本文将其品牌传播策略具体细分为两个阶段，即品牌形象传播阶段和欧林雅毛巾产品推广阶段， 由此做出相应的广告创意设计以及对媒介投放和活动等内容，以期为欧林雅竹纤维进入毛巾市场前列提供有益的参考。51203
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毕业论文关键词：欧林雅；竹之纤维，丝滑亲肤；优雅；营销推广
Oulinya Towel Brand Image And MarketingPromotion Planning In Jiangsu Area
Abstract Today, Chinese towel market matures.The competition is fierce , but all these arelack of clear positioning. Hunan Oulinya of bamboo fiber clothing also has the sameproblem, so exploring how the product, clear brand positioning, enhance brand image,so as to further improving the Oulinya towels in the consumer awareness andreputation is the key of Oulinya towels ' development.Our group of Chinese towel consumer buying behavior, contact media habits andconsumer on the towel Oulinya cognitive are conducted in-depth analysis, and furtherintegration of Oulinya competitor's basic situation and Oulinya towel internal andexternal environment analysis, clearly Oulinya towel in the domestic marketadvantages, weaknesses, opportunities and threats, re to its were product positioning"bamboo fiber, silky skin friendly". Then combining the 4P marketing theory and thetheory of brand positioning, for the project to select target market and target consumergroups with of the brand image of a more detailed analysis and description, and thepositioning of the brand image For "elegant", so that the brand image is more clear,but also for the design of the corresponding products, price, channel, promotion andother marketing promotion strategy combination.Finally, this paper will be the brand communication strategy specific segments ofthe two stages, namely brand image dissemination phase and Oulinya towel productspromotion stage, thus making corresponding advertisement creative design and themedia delivery and activities, in order to making Oulinya bamboo fiber into thetowels in the forefront of the market to provide a useful reference.
KeyWords: Oulinya, Bamboo Fiber, Silky Skin,Elegant,Marketing promotion
目录
摘要.1
Abstract....Ⅱ
目录.Ⅳ
第一章项目概述、工作计划及实施情况说明....1
一、客户/项目基本情况...1
二、项目工作思路与计划安排...1
三、毕业设计的自我分析评述...2
第二章项目简介及市场调查分析....3
一、调研组织实施过程3
二、市场分析.5
三、欧林雅毛巾市场分析.7
四、欧林雅毛巾竞争对手分析...8
五、欧林雅毛巾消费群体分析..10
六、SWOT分析....11
第三章欧林雅品牌战略....12
一、欧林雅定位战略...12
二、品牌形象解析及设计...13