内容摘要近几年，中国经济进入高速发展阶段，人们对生活品质的追求不断提高。其中女性对美容护肤日益重视，精油护肤品成为新一代女性的热宠并成为了一种消费热点。中国精油护肤品消费市场逐渐壮大，除了那些国外品牌，国内也发展了一些知名精油护肤品牌，并在市场上形成了激烈的竞争。康盛玫瑰公司能否抓时机，在这个市场站稳脚跟，还需要付出很多的努力。

本小组对康盛玫瑰的内部和外部环境两个方向进行了分析，并且我们还结合康盛玫瑰竞争对手的大致状况，进行了SWOT分析。同时，结合品牌定位理论以及4P营销理论为此次项目确立目标市场以及目标消费人群，明确其品牌形象。72372

最后，本文重点在于“玫瑰丽人”品牌形象的建立和扬州地区产品营销策略推广两个要点。营销活动方面推出“体验式营销”，向消费者传播“roselife”这一主题，以期调动消费者的消费积极性。打造具有针对性的广告创意设计以及配合媒介投放活动，以期为康盛玫瑰开拓扬州及周边市场，建立品牌知名度。 

毕业论文关键词：康盛玫瑰精油；护肤品；扬州地区；品牌形象定位；品牌营销

The Branding and Marketing Planning Programs of KangSheng Rose in Yangzhou

Abstract In recent years,China's economy has entered a stage of rapid development,the pursuit of people's quality of life has been improved。And the beauty skin care has been valued by most women day by day。The oil care products become hot in front of new women and become a hot consumption。Therefore ,the Chinese oil skin care market has been gradually growing。Remove the major foreign brands of skin care products, but also domestic emerging development a number of well-known oil skin care brand。These domestic brands and international brands gradually formed a fierce competition in China's oil market。 KangSheng rose as a new company can grasp the opportunity to gain a firm foothold in this market, but also need to pay a lot of effort。

The two directions of the internal and external environment of the Kang Sheng rose are analyzed in our team。 And we also according to the general situation of Kang Sheng rose 's competitors in Yangzhou skin care products  market,analyzing the strengths, weaknesses, opportunities and threats of KangSheng rose company。At the same time, combined with the theory of brand positioning and 4P marketing theory for the project to develop the target market and target consumer groups and clear its brand image。 

Finally, this article focuses on the two point ,the establishment of the "Rose Beauty" brand image and promoting product marketing strategy in Yangzhou。Conducting a series of marketing activities to launch the "experiential marketing" for Kang Sheng rose,spread to the consumer "Roselife" this one theme, in order to influent consumer 。Build a targeted advertising creative design and media activities, with Media deliver to explore Yangzhou and the surrounding market and establish the brand awareness。

Key words: Kang Sheng rose oil,  skin care products,  Yangzhou area,  brand positioning,   brand marketing

目录

内容摘要4

第一部分 项目简介与实施情况说明 9

一、项目基本情况9

（一）客户简介  9

二、项目基本工作思路  -10

（一）项目主要目标 10

（一）项目主要内容 10

（三）主要思路与方法-10

三、项目执行过程简述   -11

第二部分 项目调研分析 -12

一、调研情况简介 12

（一）调研方法 12

（二）调研基本内容   -  12

二、企业内部调查与分析 -  12