论文总字数：18931字

摘 要

品牌是开拓新产品、新市场的核心要素，也是提高核心竞争力的有利要素。随着科技的进步，化妆品同质性越来越严重，通过功能差异化竞争来获得市场份额日益艰难，所以要在未来的竞争中占有一席之地，唯有通过品牌策划来提升竞争力。

本策划书从建立一个新的品牌出发，首先分析了集团内部的一些情况，客观评价推出新品牌的优劣势，然后对市场做了分析，在充分了解香水行业的市场现状以及竞争对手的状况后，结合自身情况做出了目标消费者的定位。了解企业概况以及市场状况后，本次策划书从品牌命名设计、品牌定位设计、品牌认同设计、品牌广告传播设计、品牌公关及品牌体验设计这几个方面进行了详细的阐述。

通过本次品牌策划，笔者有以下几点感受：

第一，民族的就是世界的。品牌策划要立足于传统文化，结合现代文化以及现在社会的大背景大趋势，才有可能在众多的品牌中脱颖而出，并且在消费者心目中留下深刻的印象。

第二，品牌策划的核心在于传播，如何把企业品牌形象传播出去，打造优良的品牌形象，是品牌策划最关键的地方。

第三，品牌策划要有实际意义，要有可执行性，需要结合各方面来进行策划，否则一切都只是纸上谈兵 ，没有任何意义。

当然，由于缺乏品牌管理经验，对实际情况不够了解，策划书还存在着很多问题和不足，我将虚心听取各位老师能够给我提出意见，以便完善我的策划书。

关键词：品牌 品牌策划 品牌名称 品牌认同 品牌定位 品牌传播

The brand planning of Cosmetic industry

Abstract

Brand is the core element to develop the new products and new markets, and it also improves the favorable factors of core competitiveness. With the progress of science and technology, cosmetics homogeneity is more and more serious, through the poor dissimilation to compete to gain market share has become increasingly difficult, and if we want to occupy a favorable position in the future competition, the planning of brand is the only way to enhance their competitiveness.

The planning starts from the perspective of the establishment of a new brand. Firstly, I analyzed the internal situation of group and evaluated the advantages and disadvantages of the new brand objectively, then analyzed the whole market, in the full understanding of the situation of perfume industry market and the situation of competitors. Finally, according to our own situation, I designed the target consumer positioning. After learning about the situation of the group and the market situation, I elaborated from the brand design, brand positioning, brand recognition design, brand communication, brand marketing and brand experience design in detail.

Through my research, the following feelings are drawn:

Firstly, national is global. Brand planning should be based on the traditional culture, combined with the modern culture and the background, the trend of society, only in this way, our brand may come to the fore in many brands, and left a deep impression in the minds of consumers.

Secondly, the core of brand planning is spread, it’s the key to disseminate brand image of enterprises, to create excellent brand image.

Thirdly, brand planning should have practical significance and it’s enforceable, requires a combination of various aspects of planning, otherwise everything is just empty talk, and it doesn’t have any significance.
Of course, I’m lack of the experience in brand management, and do not have enough understanding of the actual situation, so the plan still exists many problems

and shortcomings, some of the views are not mature enough with the relatively one-sided perspective I hope teachers can give me some advice, I will listen with an open mind so that I can improve the brand planning.

Keywords: Brand；Brand planning；Brand Name；Brand Positioning；Brand Recognition；Brand Communication

目 录

摘要 I

ABSTRACT Ⅱ

第一章 前言 1

1.1 公司基本概况 1

1.2 品牌策划目的及意义 1

第二章 市场分析 3

2.1 香水行业市场分析 3

2.2 主要竞争对手分析 3

第三章 品牌命名设计 6

3.1 品牌命名的基本要求 6

3.2 竞争对手的命名 7

3.3 命名结果及其说明 7

3.4 品牌文化因子设计 8

第四章 品牌定位设计 10

4.1竞争对手品牌定位分析 10

4.2品牌定位结果及其说明 10

第五章 品牌认同设计 12

5.1基本认同 12

5.2延伸认同 12

5.3 关于基本认同以及延伸认同的说明 13

第六章 品牌广告传播设计 14

6.1品牌广告主题 14

6.2 品牌广告媒体选择 14

6.3 品牌广告发布策略 15

6.4 品牌广告预算 16

第七章 品牌公关及品牌体验设计 18

7.1 公关体验活动主题的确定 18

7.2 活动说明 18

结语 20

参考文献 21

致谢 22

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