路途乐儿童安全座椅品牌线上推广策划案+SWOT分析(2)
With the careful analysis of the market, we have found out that the need for safety seats increases nowadays. But on the contrary, there are so many products from many brands having good or poor quality, which makes the whole market seems terribly not to be enough for the consumers to choose. As the domestic leading brand in this industry, Lutule satisfies the commands for the child safety seats, which include safety, convenience, and enjoyment, because of that Lutule has got high-level producing standard, excellent cost performance, and its rich product line. The analysis of the consumers has supplied abundant information that contains consumer psychological characteristics, behavioral characteristics and their habits of contacting with the media. Besides, it has informed us with the other brands’ operating conditions and marketing strategies by the analysis of the competitors. Above all, we has come up with the analysis of SWOT via analyzing Lutule itself and comparing it with its competitors, which has laid a good foundation of the latter strategies.
According to the business goals, the products have been positioned as ” the babies’ kangaroo parents”. Meanwhile, the brand image has been designed, besides which the brand development goals and the marketing strategies have come up. When it comes to the marketing strategies, according to the status of Lutele’s resource at present, we have come up with idea that online goes first, and offline goes second. And for the price, according to different packaging combination, We come up with the corresponding strategies.
In the aspect of communication strategies, we come up with the theme--- "Daddy and Mummy, enjoy your way", the spread of excavating in brand communication. The media strategies would be performed under the guidance of the marketing strategies.
Key words：Lutule child safety seats，enjoy the way，Brand image, Marketing Communications Planning
路途乐儿童安全座椅品牌线上推广策划案
前言
第一部分 毕业设计简介
一、选题创作背景及研究的目的意义
（一）选题背景介绍
大三寒假，组员曾在绍兴电台的一档汽车栏目实习，因为从小就对汽车感兴趣，所以在电台实习时经常跟随师父去走访一些4S店和汽配城。在实习期间发现，汽配城和一些母婴用品店都在销售儿童安全座椅。因为儿童安全座椅的使用是汽车的一个热门话题，所以就问销售人员安全座椅销量如何，被告知销量少之又少。而之后实习期间接触到了路途乐厂商人员，了解到了路途乐品牌的优势以及窘境，对这个企业比较了解。
之所以选择路途乐作为我们的客户，一方面是因为我们有前期的调查基础，另一方面，我们认识到，目前安全座椅市场日渐丰富，产品细分越来越深化，而随着儿童安全座椅初步立法，更多的八零后父母开始关注起儿童乘车安全问题以及儿童安全座椅重要性。
在今年四月上海已出台地方性法规——家中有0~4周岁儿童的必须在车上强制安装并使用儿童安全座椅，而全国性有关法规出台也指日可待。中国是儿童安全座椅生产大国，90%以上的儿童安全座椅供出口。2013年，我国私家车数量达到8507万辆，而儿童安全座椅的安装率不足0.1%。更有调查表明，在事故发生时，使用安全座椅的儿童比不使用安全座椅的儿童存活率高出95%！
有关部门曾进行过问卷调查，大部分父母不愿意安装儿童安全座椅的原因有以下四个：
1.孩子不愿意坐。
2.安装拆卸太麻烦，而且太占空间。
3.父母认为即使有意外发生，父母也可以在第一时间用双手保护住孩子。
4.父母对国内品牌的儿童安全座椅质量不放心，而国外品牌动辄上千元的售价又太贵。
以上说明了该市场亟待开发，有着巨大的市场潜力。而路途乐作为央视唯一检验合格的国产安全座椅品牌，对于国内的竞争对手来说，质量上拥有优势；对于国外的竞争者来说又有着价格上的优势。但是自2012年该品牌诞生以来，销量一直不温不火，品牌知名度仍不够高。为了扩大路途乐在全国的知名度，因而我们需要对其进行品牌推广。因此，符合毕业设计要求。通过此品牌推广传播策划案的制定能够较为全面地检验我们四年来学习的专业知识，锻炼和增强实践能力。
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