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摘要本策划围绕“上海无硅洗发市场”展开调研，分析出现状极其问题所在，为其制定具有针对性的方案，以解决问题。
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通过调查了解，虽然人们对于健康洗护产品需求量增长迅速，但是在我国健康洗护产品并没有形成大的气候，消费者对于这类产品了解甚少。“丝蕴无硅洗护系列”作为无硅油添加的健康洗护产品，既具有一般清洁头发的特点，又拥有不含硅的健康配方及独特的修复角蛋白技术，对于头发更健康，开启了无硅添加，健康洗发新时代。我国这一市场还处于萌芽阶段。存在品牌众多，价格参差，行业无规范，人们对产品认知度低等问题。通过消费者分析。竞争者分析。我们对“丝蕴无硅水润系列”产品进行自身分析和竞争对手的对比分析。以方便后期策略的制定。32570
通过分析研讨，将“丝蕴无硅—健康洗发领导者”定为品牌形象。据此制定出目标及策略。后根据4P理论制定对应的策略。确定上海地区为我们的目标市场。提出了“0”硅油，”0“损伤”作为卖点。在传播策略方面，我们坚持“无硅革命”为传播主题，营销推广分三个阶段开展。在次基础上进行设计创意。最后制定媒介策略。
毕业论文关键词： 丝蕴；无硅洗发产品；品牌形象；消费者教育；
Abstract This design is under the research which is connected to silicone-free shampoo market in Shanghai, analyses the current condition and some exact problems and gives sorts of targeted proposals in order to solve those problems.
Through the investigation, the common demand for health-care cleaning product is booming, however still not huge enough in China. Moreover, this product is not so familiar to domestic consumers. As a silicone-free wash protect product, this series has the equivalent hair-cleaning function as other similar products, also has a healthy formula and unique keratin-repairing technology, which can help hair much healthier. In this way, it opens a brand new era of the silicone-free shampoo market, yet is still at an embryonic stage and has several severe problems including the extremely fierce competition, no official rules, different prices and even low awareness. Through the analysis on customers and competitors separately, we will conduct a series of analysis to provide the convenience for strategy decisions for next few days.
Through the debate, we will set the leader of healthy shampoo as the image of the brand, then make the target and solutions. At the next stage, we will make a full use of 4-P theory to impose some actions, set Shanghai as our targeted market, which is supported by the sales idea of 0 silicone & 0 damage. In the term of advertising, we will choose the revolution of silicone-free as the most important advertising theme, separate the whole market promoting progress as 3 stages and finally design both innovative ideas and media strategies.
Keywords: Syoss；silicone-free wash protect；Brand image；Consumer education
丝蕴无硅水润系列上海地区品牌营销推广方案
目录
前言
第一部分：毕业设计项目介绍
一、选题介绍 6
二、思路解析 7
三、流程安排 7
四、自我评价 7
五、总结 8
751、个人小结 9
第二部分上海无硅洗发产品市场调研与分析
一、社会环境分析 ． 9
二、无硅洗发产品行业现状及前景 ． 10
三、丝蕴无硅水润洗护系列自身分析 14
1、丝蕴品牌分析 14
2、丝蕴无硅水润系列产品分析 15
四、竞争对手分析 ． 17
五、消费者分析 23