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摘 要此次毕业设计的项目是上海地区克莉丝汀烘焙， 克莉丝汀是上海本土一家烘焙连锁品牌，有着强大的产品技术以及优秀的产品理念。近年来随着上海地区烘焙市场趋于饱和，克莉丝汀面临新的抉择。本小组首先对克莉丝汀目前所处的市场环境进行分析， 并结合其内外部资源进行整合，对其主要竞争对手和消费者进行全面细致的分析研究。在前期分析的基础上整理出克莉丝汀目前存在的主要问题，并针对此问题进行全新的品牌策划。根据克莉丝汀的实际情况，我们针对其品牌形象进行全新定位策划，力求改变克莉丝汀在消费者心中固有的品牌形象。 我们将克莉丝汀全新品牌形象定位为“天然健康，活力生机”。在此定位基础上主打”有活力，活出彩“的广告宣传语。通过广告创意表现、公关活动的开展以及周密的媒体排期等品牌传播策划的实施，将克莉丝汀的品牌宣传效果延伸至最大。从而最终提升克莉丝汀的品牌形象。通过此次全新的方案策划，我们力求将克莉丝汀全新的品牌形象推出市场，利用品牌效应带动销售，从而使得克莉丝汀坐稳上海地区烘焙行业第一把交椅。51206
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毕业论文关键词：克莉丝汀烘焙食品；上海地区；品牌形象；品牌推广
Christine baked goods in Shanghai in 2016 topromote the brand image promotion planning caseSummary The graduation project is the project of Shanghai Christina baking, Christina is alocal bakery chain in Shanghai brand, has a strong product technology and excellentproduct concept. In recent years, with the Shanghai area baking market tends tosaturation, Christina faced with a new choice.This team first analyzes the current market environment of Christina, combinedwith its internal and external resources to integrate, its main competitors andconsumers to conduct a comprehensive and detailed analysis of the study. On thebasis of the preliminary analysis of the main problems existing in Christina, and theproblem of this brand new brand planning.According to the actual situation of Christina, we have a new positioning for thebrand image planning, and strive to change the inherent brand image of Christina inthe minds of consumers. We will Christina brand new image as "natural health, vigorand vitality". Based on this orientation main "dynamic," living color advertisinglanguage. Through the advertising creative performance, the development of publicrelations activities and thorough media planning, such as the implementation of brandcommunication planning, the Christina brand promotion effect extends to themaximum. Thus ultimately enhance the brand image of Christina.The scheme of the new planning, we strive to Christine new brand on the market,the brand effect to drive sales, which makes Christine firmly secured in the Shanghaiarea baking industry in the first chair.KeyWords: Christine baked food Shanghai area Brand image Brand promotion
目录
摘要.1
SummaryⅡ
目录Ⅲ
第一部分项目简介、工作计划及实施情况说明
一、选题创作背景.1
（一）选题缘由与过程说明.1
（二）客户基本情况说明.2
二、项目工作思路与分析6
（一）项目主题.6
（二）项目目标.6
（三）主要研究内容及思路.6
第二部分市场调查分析
一、宏观环境分析.7
（一）政策环境.7
（二）经济环境.7
（三）社会文化环境.7
（四）科学技术环境.8
二、上海地区烘焙食品行业概况分析.8
（一）上海地区烘焙行业现状分析.8
（二）上海地区烘焙行业未来市场发展分析13
三、企业与品牌现状分析13
（一）企业分析13
（二）品牌现状分析14