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摘要：徐州月亮湾生态园位于铜山区汉王镇虎腰村附近，依山傍水，玉带河在山前环绕分流而过，形成月牙形状，故以月亮湾命名。徐州地区最高端的生态景观餐厅，公司自 2008 年成立以来，现已建成千亩葡萄观光采摘基地，千亩红豆杉基地，2 万平方的自动化联动温室大棚分为热带水果区、观赏植物区、热带植物区、红豆杉体验区。徐州月亮湾生态农庄是以绿色、原生态为主题的高端餐饮农庄。此份策划旨在根据其存在的品牌形象确立及传播方面的问题，制定针对性的解决方案，达到提升品牌知名度，促进销售的目的。我们首先根据其产品特色，提炼出品牌形象，然后制定全面的阶段性营销推广策略。本策划围绕徐州生态农庄市场调研展开，从江苏地区休闲农业市场现状过渡到徐州生态农庄市场，重点分析徐州生态农庄市场需求和格局，并结合产品自身优劣势，与竞争对手的比较分析，以及消费者的消费习惯、消费心理等分析，得出月亮湾生态农庄的优劣势及机会、威胁，为确定品牌形象，选用合适的营销传播策略提供依据。在市场调研分析的基础上，我们结合月亮湾生态农庄的自身特色，为其确定了“世外桃花源，醉美月亮湾”的品牌形象，同时分两个阶段宣传，第一阶段面向主要目标消费者宣传它的优美的环境，通过一些宣传促销方式增加庄园消费，使消费者对品牌形象产生初步认知，逐渐培养好感度。第二阶段面向所有受众传播其庄园风格、特点和文化，使消费者认可它是生态农庄的代表，最终达到一提到生态农庄，就想到月亮湾的目标。当中，结合各阶段的营销战略，确定每个阶段的传播主题，整合线上线下传播，运用不同的媒介组合达到最大化的传播目的。37217
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毕业论文关键词：月亮湾；生态农庄；品牌策略；营销策略；传播策略；广告创意表现；媒介策略
Summary Xuzhou its crescent ecology garden area is located in tongshan hanwang town oftiger waist near the village, mountain, river in the piedmont jade belt around the shunt,form a crescent shape, so named after its crescent. Xuzhou region the highestecological landscape restaurant, the company since its inception in 2008, has builtone thousand mu grape sightseeing picking base,We first according to its features,refined the brand image, and then develop a comprehensive stage marketingstrategy. This plan revolves around xuzhou ecological farm market research, from thepresent situation of leisure agriculture market transition to xuzhou in jiangsuecological farm to the market, focus on analysis of xuzhou ecological farm to marketdemand and pattern, combined with the product itself, the advantages anddisadvantages compared with competitors' analysis, and consumer spending habits,consumer psychology, such as analysis, it is concluded that the advantages anddisadvantages of its crescent ecological farm and the opportunities and threats, inorder to determine the brand image, choose appropriate marketing communicationstrategy provides the basis. On the basis of analyzing the market research, wecombined with the characteristics of its crescent ecology village, determine an "realshangri-la, drunken beauty its crescent" brand image, at the same time in two stagesof publicity, the first stage for main target consumers to celebrate its beautifulenvironment, with some promotion ways to increase into the shop, make consumersto the brand image preliminary cognition, gradually cultivate goodwill degrees.Second stage facing all the audience to spread its manor style, characteristics andculture, make consumers recognized it is representative of the ecological farm,achieve finally comes to ecological farm, thought that the goal of its crescent. ,combining every stage of the marketing strategy, make sure each stage the spread ofthe theme, integrated online communication, using different media combination tomaximize the spread of purpose.