南通仙缘海产南京品牌推广策划案+SWOT分析
毕业论文关键词：仙缘海产品包装；品牌形象；传播策略；超高压工艺；
SummaryThe project selected topic for "Xian Yuan seafood in Nanjing area brand promotion planning",the customer as the Nantong north fisherman and aquatic products co., LTD. Xian Yuan is asubsidiary of the company's main brand, Xian Yuan seafood from offshore resource is most rich inriding, enjoys certain popularity in Nantong, but in other cities in Jiangsu province visibility islow.Seafood itself belongs to the high-end product market, and currently Xian Yuan sales area asthe center, mainly in Nantong store sales channels in addition to a few cities, limited chainsupermarket, shop goods channel is narrow. As the provincial capital, economy is relativelydeveloped in Jiangsu province, Nanjing higher consumer income, consumption ability is strong,the market chance is bigger, so the plan chooses Nanjing area for full coverage.From market research conclusions from Nanjing market consumer behavior, posture,preferences, and determine the target market, target consumers, more image description of thebrand image, put forward "quality process brought fresh" brand positioning and "450Mpa ofsuper-high pressure technology to build a zero pollution raw seafood" at the heart of the sellingpoint, formulate corresponding strategies of 4P, in Nanjing area of Xian Yuan seafood better beprepared for the promotion.In the area of communication strategy and creative design, the project is pided into twostages. First stage Xian Yuan brand image shaping, including for Xian Yuan brand productpackaging design, put forward to promote the theme and slogan of sublimation brand image. Thesecond stage, combining in different stages of the marketing strategy, integrated onlinecommunication, uses all kinds of media mix Xian Yuan brand image promotion.Through the specific implementation of planning scheme, improve visibility and reputationXian Yuan seafood in Nanjing region; promote the increase of sales, successfully occupiedNanjing seafood market.
Key words: Product packaging of Xian Yuan; Brand Image; Communication strategy;Ultra-high voltage process
目录
内容摘要6
前言8
第一部分：项目简介、工作计划及实施情况说明
一、客户/项目基本情况
（一）选题缘由9
（二）客户简介9
（三）项目目的10
二、项目工作思路与计划安排
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