- 上一篇：天目湖啤酒常州地区品牌形象升级营销策划案+SWOT分析
- 下一篇：怡味莲江苏地区品牌推广营销策划案
摘 要我们本次毕业设计的标题是“九阳家用智能无油空气炸锅江苏地区品牌营销策划案”，服务的对象为九阳无油空气炸锅。九阳无油空气炸锅是近年来突然兴起的一款新形式烹饪家电，以健康为理念，利用空气循环加热技术烹饪食品，保持食物的原始味道。由于这个产品本身是一个新兴事物，目前为止，在认知度这方面还没有完全推广起来，产品知名度并没有很高，并且它的定位特点模糊，缺少了核心卖点。我们深入市场，切实根据毕设要求制作完善。69282
前期，我们分别去了很多家电卖场进行品牌了解，收集资料，并且整理了其竞争对手的背景资料，划分消费群体，分析消费者的购买心理。通过市场调查，我们发现，九阳无油空气炸锅体积虽小，但是能量特别大，耗电低，能节约不少成本。我们通过全面剖析产品本身，根据优势，劣势，威胁以及机遇制定它明确的定位和营销策略，树立产品形象，使消费者对九阳无油空气炸锅产生好奇，想要去全方面了解。通过线上线下活动相结合，在江苏市场内进一步开拓市场。最终目的就是让九阳无油空气炸锅被大多数受众接受并喜爱，在空气炸锅市场中有立足之地，产品销售量提高，品牌形象更加优秀，提高用户忠诚度。
毕业论文关键词：无油；健康；品牌形象；大能量
The Brand Marketing Plan About The Joyoung Household Intelligent Oil-free Air Fryer In Jiangsu Province
Abstract In this graduation project,our title is “ The Brand Marketing Plan About The Joyoung Household Intelligent Oil-free Air Fryer In Jiangsu Province”.The object we serve is the Joyoung oil-free air fryer.It is a booming new form of appliance of cooking in recent years. It is based on concept of health,which cooks food by the technology of air circulation heating and helps to keep original flavor of food. Its brand recognition hasn’t been promoted yet so far because this product is a relatively new thing.And the brand itself isn’t famous enough for people to know.Besides,it lacks a core selling point because of its vague fixed position. Considering to these issues, We got into this market and tried our best to make our research perfectly according to the requirement of graduation projects.
We knew about the brand of Joyoung in lots of household appliances stores at the beginning. Then we collected the information of Joyoung and the background data of its opponents. Based on these information,we pided consumers and analyzed their purchasing psychology. According to the market research, we found the the size of product is small,but it has large energy and low power consumption,which contributes to low cost. We formulated the clear position, marketing strategies and set up the image of product by making comprehensive analysis of its advantages, disadvantages, threats and opportunities, which enables consumers to be curious about this product and be eager to know about it in all aspects.Its market can be explored further in Jiangsu Province through the bond of online and offline activities. It is our ultimate goal to create higher sale and more excellent image of this product and to make it accepted by most consumers, which enhances the loyalty of consumers and allows it to have a place in the market of oil-free air fryer.
Key Words: Oil-free Health The image of product Low power
前言
现在的人们对吃的方面顾虑太多，近几年不断被曝有食品安全存在隐患一系列问题。最常见的就是地沟油与食物添加剂。九阳空气炸锅作为一个新兴的产品，目前还没有广泛地被推广开来，产品利用高速空气循环技术进行烹饪，烹饪起食物来十分方便快捷。它的外观不仅时尚，而且烹饪出来的食物十分健康。可惜总是少了点发挥的平台。所以，团队借助这次毕业设计，给九阳无油空气炸锅做一次完整的推广策划。