摘要本次毕业设计的标题是“食惟天南京地区整合营销传播策划案”，客户为南京联创食惟天有机农业科技有限公司，是集生产、销售、配送为一体的高端农业企业。目前企业在南京市场中的产品销售上遇到一系列挑战，同时产品缺少核心卖点，市场定位模糊，针对该问题，我们计划通过阶段性的整合营销方案，结合线上线下的销售渠道和媒介传播策略，提高产品销售和市场份额。
本项目从前期的市场调研入手，围绕着南京有机产品行业现状，市场发展潜力进行细致的资料收集整理与分析，同时展开对竞争对手的优劣势调查以便为我们产品定位提供区分依据。在一手资料和二手资料的整理基础上，总结出消费者的行为习惯、消费偏好、购买能力，以消费者需求和竞争者的特点为切入点，将产品定位成“43道检测工序”，突出产品通过国际国内双重有机检测标准的特点。31741
针对目标市场的细分制定阶段性的市场发展战略，并依据营销目标为整个营销战略作出规划和具体的4P策略，以便食惟天在南京市场的进一步开拓。在营销传播诉求策略及创意表现方面，参考消费者的媒介习惯，整合线上线下传播途径，确定营销主题和阶段性的辅助营销口号，运用不同的媒介组合达到信息传播的最大化。
通过整合营销传播策划方案的具体实施，传播产品核心卖点和清晰的产品定位，进而提升产品的销量，大力开拓南京有机市场份额。
关键词：食惟天有机；营销战略；整合传播；检测工序；新媒体
Summary The title of this graduation project is “The 2015-2016 Integrating Marketing Communications Planning Case of Sweet City In Nanjing”.The target client is Nanjing Sweet City of Organic Agriculture Co.Ltd,which is the high-end agricultural enterprise including production,sales and distribution.At present,the enterprise faces a series of challenges in the field of product sales in Nanjing.At the same time the product lacks the core selling point and clear market positioning.We are going to solve the problem by setting further strategy and using different media combination,aiming to increase product sales and market shares.
Based on the pre-market research,the planning collects and analyses detailed information for market potential around organic products industry in Nanjing.Simultaneously,to provide a basis for us to distinguish the product positioning,we expand investigation of competitors.According to first-hand data and secondary data,we sum up the habits of consumer behavior.Combining the consumer demand and competitors,we finally get the position“43 detection step”to show that our products have passed double test.
In order to get more market shares,we can effectively make the marketing strategy and “4P” strategy on the basis of the target markets,target consumers.In the aspect of marketing communication strategy and creative design,we decide to integrate the on-line and off-line spreading way in light of the consumer media habits.
Meanwhile,after determining marketing concept,we can achieve the maximization of information dissemination by using different media combination.
Through the concrete integrating marketing communications planning,to spread core selling point and clear market positioning.As a result,the sales of the product will get promoted.
Key words: Sweet City organic；Marketing strategy ；Integrating communication；Detection step；New media
目录
摘要 6
前言 8
第一部分 项目简介与毕业设计创作由来说明 9
一、 选题创作背景 9
（一）选题缘由与过程说明 9
（二）客户基本情况说明 10 食惟天南京地区整合营销传播策划案:http://www.751com.cn/guanli/lunwen_27998.html