欧林雅毛巾品牌形象塑造及江苏地区营销推广策划
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