摘要本次毕业设计的内容项目是梅兰春芝麻香型白酒，1982年，梅兰春酒厂开创了芝麻香型白酒，梅兰春酒业想要跟上苏酒复兴的潮流，就要迎合白酒市场对于淡雅浓香型白酒的需求，不但要加强新产品研发、更要转变品牌的定位，梅兰春致力于为消费者提供高品质的芝麻香白酒，打造中国芝麻香型白酒第一品牌。72366

这次策划先对梅兰春的现阶段表现进行调查了解，得出梅兰春一个大概的情况，然后更深入的了解江苏白酒市场状况和竞争对手们的情况以及消费者的购买习性，全面的对梅兰春进行一个评估，分析梅兰春现在的优势和劣势，遇到的机会和潜在的威胁。然后我们对梅兰春进行品牌的重新定位，根据定位策划接下来的品牌营销推广。

有了品牌的全新定位，我们还要对梅兰春的包装设计进行升级，统一品牌文化，与我们的定位吻合。对于公关活动的选择，要选用组合的方式，恰当的活动安排可以串联起所有的活动，对品牌传播起到很大的帮助。媒体的选择要充分考虑受众的习惯，有针对性的向消费者传播，媒体的组合方式也要恰当，媒体间互补，达到传播的最佳效果。

经过这次的品牌传播，大大增加梅兰春在江苏地区的知名度，从而转化为购买，增加梅兰春销量。

毕业论文关键词：梅兰春；芝麻香型白酒；品牌传播

Abstract This graduation project content item is Meilanchun sesame flavor liquor, in 1982, created a winery Meilanchun sesame flavor liquor, wine Meilanchun want to keep up the trend of revival of the Soviet Union wine, it is necessary to meet the spirits market elegant demand for liquor, not only to strengthen the new product development, but also to change the brand positioning, Meilanchun committed to providing consumers with high quality sesame flavor liquor, sesame flavor liquor build China's first brand。

The plan's first stage performance of Meilanchun conduct investigation, draw a Meilanchun about the situation, and a better understanding of Jiangsu liquor market conditions and competitors as well as consumers who purchase habits, comprehensive Meilanchun to conduct an assessment, analysis Meilanchun current strengths and weaknesses, opportunities and meet potential threats。 We then Meilanchun repositioning of the brand, according to the positioning of brand marketing planning next。

    With the new brand positioning, we would also like to upgrade Meilanchun packaging design, brand culture unified, consistent with our position。 The choice of public relations activities, to use a combination of ways, proper scheduling of activities can all play a series of activities to spread the brand very helpful。 Select the media to fully consider the audience's habits, targeted dissemination to consumers, the media have the right combination, complementarity between the media, to achieve the best results dissemination。

    After this brand communication, greatly increasing visibility Meilanchun in Jiangsu Province, which translates into the purchase, sales increased Meilanchun。

Keywords: Meilanchun; sesame flavor liquor; brand communication

目录

内容摘要 4

前 言 5

第一部分项目简介与毕业设计分析说明 7

一、选题缘由分析 7

选题背景 7

选题理由 7

二、项目客户简介 7

（一）公司简介、企业状况 7

（二）品牌状况