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内容摘要本次毕业设计是我们对小康这个传统调酱品牌的再次提升与发掘，我们主要是借助小康近期的一款新产品——小康鲜751牛肉酱的推出，让这款陪伴人们20年的老品牌再度焕发新鲜活力，走进公众视野。29660
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除了对调酱大行业做了宏观上的二手资料搜集，我们对小康整体的品牌形象和旗下的拳头产品牛肉酱系列做了全面而细致的调查与分析，包括小康牛肉酱的自身分析、竞争者分析和消费者分析。我们在徐州市内发放了300份问卷进行调查与统计，得到了切实可靠的第一手资料。
通过严谨的市场调查，我们发现牛肉酱市场鱼龙混杂，竞争者众多，但是缺少强有力的全国性品牌，区域化集约明显。小康作为徐州本土品牌，本应在徐州市场有着绝对性优势，但是近年来随着小康被洽洽集团并购，其业绩成长规划却一直低于预期。因此我们希望借助小康鲜751牛肉酱的推出和2015小康20周年对小康品牌这两个点进行新一轮的品牌宣传与提升。
针对我们的目标消费群体，我们将小康鲜751牛肉酱定位为“家庭型佐餐调品”。调整了原有的形象设计，更新了产品的包装和组合，在小康原有渠道的基础上，巩固了线下渠道，拓宽了线上渠道，坚持小康“质量至上，渠道为王”的一贯策略。论文网
在传播策略方面，我们提出了“幸福永久，恩爱长鲜”的传播主题，并根据主题制作了一系列创意广告和活动。为了让我们的策划案更具有实际操作性，我们制作了对应的媒介排期表和预算表，最后我们会做一个广告效果评估，来对整个策划案的实行做一个总结。
关键词：小康牛肉酱；佐餐调；品牌形象；营销传播
SUMMARY
The graduation project is our well-off this traditional sauce brand once again raise the excavation, we are mainly well-off by means of a new product in the near future - the introduction of a well-off spicy beef sauce, so this accompany people 20 years old brand once again full of fresh vigor into the public view.
In addition to sauces made big industry secondary data collection on the macro, we are well-off the overall brand image and its high-quality products beef sauce series made a comprehensive and detailed investigation and analysis, including the well-off self-analysis beef sauce, competitors analysis and consumer analysis. We distributed 300 copies in the city of Xuzhou questionnaire survey and statistics, it has been effective and reliable first-hand information.
Through rigorous market research, we found that beef sauce market was mixed, a number of competitors, but the lack of a strong national brand, regional intensive apparent. Xuzhou local brands as well-off, this should in Xuzhou market has absolute advantage, but in recent years with the well-off acquired Qiaqia Group, whose sales growth plan has been lower than expected. Therefore, we hope that through the introduction of a well-off spicy beef sauce and 2015 for the 20th anniversary of a well-off well-off brand two points for a new round of branding and promotion.
For our target consumer groups, we will well-off spicy beef sauce as a "family-type fin condiment." Adjust the original image design, product packaging and updated portfolio on the basis of a well-off on the original channel, consolidated line channels, broaden the online channel, adhere to well-off "quality first, the channel is king" strategy has always been .
In the communication strategy, we proposed a "permanent happiness, loving long fresh" theme of the spread, and the subject matter produced a series of creative advertising and activities. In order to make our case more practical operational planning, we produced a corresponding media schedule tables and budget tables, we'll do a final assessment of advertising effectiveness, to make a summary of the implementation of the entire planning of the case.