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摘要本次毕业设计是针对路途乐儿童安全座椅形象塑造及线上推广做的营销传播策划全案，我们从市场分析开始，通过营销诊断设计品牌形象、制定营销推广策略，继而制定品牌传播策略，最后设计创意表现，并得出媒介策略。35172
- 上一篇：电商时代大型零售企业人力资源管理面临挑战与对策研究
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通过一系列市场调查，我们发现，消费者对儿童安全座椅的需求持续扩大。但是，目前儿童安全座椅市场不够完善，远不能满足消费者需求。路途乐作为国内儿童安全座椅行业领先品牌，拥有较高的生产水准，高性价比和丰富的产品线等卖点，能够们组消费者对安全座椅的最大诉求点：安全、省心和尽情享受路途的美好。通过消费者分析，我们充分了解了包括消费者心理和行为特征以及媒介接触习惯等丰富的信息。通过对同级别其他厂商的分析，我们深入了解到了主要竞争对手的经营状况和营销策略。除此之外，对路途乐自身的分析以及与其他厂商的对比，总结出了SWOT分析，为后续策略点制定奠定了坚实的基础。
根据业务目标，我们将产品定位为“宝宝的袋鼠爸妈”。同时在此基础上定位路途乐品牌形象，并且确定品牌发展目标和营销策略。根据目前企业自身状况，我们确定了“线上新媒体为主，传统媒体和线下为辅”的渠道策略。价格层面，对于不同的包装组合，确定定价策略。
从传播方面来说，我们提出“奶爸751妈 乐享路途”的传播主题，深度挖掘品牌传播主题，分阶段进行传播。在创意设计层面，进行了软文、视频、平面的设计以及各种线上互动方案。最后在营销策略的指导下，完成相应的广告媒介策略。
毕业论文关键词：路途乐儿童安全座椅；乐享路途；领先品牌；品牌形象；营销传播
Summary The graduation project is mainly for the Lutule child safety seat image design and online promotion for the the marketing communication plan. We start from the analysis of market research, brand image through marketing diagnostic design, develop marketing strategies, leading to the development of brand communication strategy, and finally proposes creative expression program to work out with the media strategy.
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.