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摘 要随着国家新能源汽车补贴政策的不断出台， 华东地区作为低速电动汽车国家扶持的重点地区正处于发展阶段，制造技术相对成熟、潜力较大具有一定的研究价值。江苏灿宇车辆科技发展有限公司作为一家原先从事电动自行车的生产和销售的企业，拥有现代化的研发中心以及一批专业性很强的工程师，专注于低速电动汽车的生产与制造。目前江苏灿宇的品牌理念为提倡绿色出行，但由于主要目标消费者是城乡家庭以及低收入群体， 消费者对低速电动汽车的认知还停留在代替两轮交通工具的程度。所以本次毕业设计主要是结合江苏灿宇品牌的广告语“阳光灿烂 宇你同行”，通过市场调查，分析消费者的购买行为和需求，为品牌寻找新的定位，从宣传品牌产品的角度出发，将企业理念从宣传提倡出行转变到为消费者家庭创造一种幸福感，既能满足消费者对品牌品质的追求，更能与消费者产生情感上的共鸣，宣传品牌传播正能量的阳光形象，提升品牌在消费者心目中的形象和认知度，从而达到销售增长的最终目的。51202
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毕业论文关键词：华东地区；江苏灿宇车辆；品牌定位；传播
The plan of the brand marketing promotion in EastChina of Jiangsu Canyu (2016-2017)
Abstract As the country's new energy vehicles subsidy policies introduced gradually, EastChina, one of the country's key support areas in low-speed electric industry, are in thestage of development. Due to the relatively matured manufacturing technology andgreat development potential, it has certain research value.Jiang Su Canyu Vehicle Technology Development Co., Ltd was a enterprisewho engaged in electric bicycle production and sales previously. Now, it equips with amodern research center and a number of professional engineer to focus on theproduction and manufacture of low speed electric car. The company promotes forgreen travel. However, the main target consumers are the urban and rural householdsand low-income groups, their perception of low-speed electric cars are still remainedin the substitution of transportations with two rounds. So this graduation designcombines with the company's brand slogan, "the sun is shining when you drive",through the market investigation, analysis of consumers' purchasing behavior andneeds, to look for a new position for the brand. From the perspective of advocatingbrand products, change the concept of the enterprise from promoting travel to create akind of happiness for consumers. It can not only satisfy the consumers' pursuit ofbrand quality, but more emotional resonance with the consumers. Also it is good forspreading the positive energy of the brand, enhancing the image and awareness in theeyes of consumers, to achieve the ultimate goal of sales growth.
KeyWords: East China; The cars of Jiang Su Canyu; Brand positioning; Spread
目 录
第一部分 项目简介与毕业设计创作分析说明. 2
一、情况基本简介.2
二、项目思路与计划安排.3
三、个人总结.4
第二部分 江苏灿宇电动市场调查研究6
一、宏观环境分析.6
二、华东地区低速电动汽车行业分析.8
三、江苏灿宇企业及产品分析.11
四、竞争者分析.15
五、消费者分析.24
六、SWOT 分析31
第三部分 江苏灿宇品牌营销推广策划. 34
一、目标市场策略.34
二、市场定位战略.36
三、营销战略目标.37
四、营销组合策略.37
第四部分 江苏灿宇品牌传播策略研究. 41
一、品牌传播目标.41
二、品牌传播对象.41
三、广告创意策略.42
四、传播具体内容.44
五、媒介策略.60
参考文献67
附录：调查问卷68