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内容摘要我的选题是以目前市场上出现的一个新兴品牌在成长过程中所面临的问题为背景，进而对宿迁酒文化展开的创新推介——以洋河微分子酒的品牌视觉形象推广的设计方案。
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在前期严谨周全的市场调研分析中我们发现，国内白酒企业众多，商品高度同质化，广告投入大，渠道控制难，新兴白酒品牌面临复杂市场环境，怎样能在众多的竞争对手中脱颖而出是获利的关键。消费者喝酒的嗜好选择已经转变，对健康的诉求逐渐变成现代消费者最核心的痛点，而洋河微分子更绵柔、更健康、酒醒酒快的特点迎合了这种痛点。洋河推出的微分子酒是技术还是概念将接受市场的检验。32693
我们的品牌和产品是依照设定的业务目标进行定位，而且由此制定出了应对策略，将宿迁地区定为我们的目标市场，继而设立了“低醉酒度”为核心品牌理念。根据企业目前的资源情况，我们还提出了相应的经营策略——“面向全国招商经营和直供分销相结合”。
在传播规划方面，我们的传播主题确定为“低醉酒度”，并就此品牌传播主题深入挖掘，分阶段性举办传播活动。
毕业论文关键词：白酒；传播主题；传播策略；市场调查；创意设计
Abstract
My topic, the problem is a new brand appeared on the market in the growth process of facing the background, and then expand the Suqian innovation to promote wine culture - with Yanghe wine micro-elements to promote the visual brand image design program.
In the early days of rigorous and comprehensive analysis of market research, we found that many domestic liquor companies, commodity high degree of homogeneity, advertising investment, channel control is difficult, new liquor brands face complex market environment, how to stand out in a number of competitors are eligible The key benefit. Select the drinking habits of consumers have changed, the demands on the health gradually become the core of the modern consumer pain points, while Yang micro molecules are more soft and more healthy, sober wine and quickness to meet this sore point. Yanghe wine introduced micro molecular technology or concept?
Our brands and products are in accordance with the operational objectives set for positioning, and thereby develop a coping strategy, Suqian as our target market, and then set up a "low degree of intoxication" as the core brand idea. According to current business resources, we also put forward the corresponding business strategy - "for the investment management and direct supply distributors combined."
In communication planning, our spread theme of "low degree drunk," and this brand communication theme dig, pide the stage organized dissemination activities.
Keywords: Liquor; Dissemination theme; Communication strategies; Market research; Creative design
目 录
内容摘要1
前言3
第一部分 课题介绍与毕业设计创作说明
一、毕业设计选题缘由与过程说明4
二、客户基本情况描述说明4
三、毕业设计项目简要介绍分析5
（一）背景介绍5
（二）策划目标5
（三）工作的重点、难点，需要解决的关键问题5
四、毕业设计计划安排与实际执行过程简述6
（一）毕业设计计划安排6
（二）实际执行过程简述7
五、对毕业设计的总体分析评述与个人分析小结8
（一）创作分析评述8
（二）个人分析与小结9
第二部分 市场调查分析
一、中国白酒市场状况分析11
二、中国白酒行业面临的问题11
三、洋河白酒品牌竞争者分析12
（一）竞争者总体分析12
（二）主要竞争者具体分析13
四、消费者行为分析14