论文总字数：15270字

摘 要

市场竞争激烈的今天，仅仅依靠产品的质量优势，已经不能占领市场了。生活水平不断在提高，产品品牌渐渐的变成了消费者选择产品的第一要素。因此，品牌策划成为了企业成败的重要环节。

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，在充分了解电饭煲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，我认识了以下几点：

第一，品牌策划能够让企业还没有投入市场前对市场情况做出正确的分析判别，有力的阻止了企业不正确的决策投入，避免了庞大的经济损失，是品牌能够成功投入市场提供的基础保障。

第二，如果品牌针对某一目标市场进行专门的产品规划、价格制订、流通计划和广告策划，那么该品牌就能最大限度地满足消费者的需求，从而很轻松在他们的意识中确立起特别的品牌形象，易于培养消费者的品牌喜好和忠诚度。

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：品牌策划 品牌认同 品牌定位

The brand planning of Appliance industry

Abstract

Fierce competition in the market today, relying solely on product quality advantages, has been unable to capture the market of. Living standards continue to improve, and gradually became a brand product of the first element of consumer choice. Therefore, brand planning has become an important part of business success.

This book from planning to establish a new brand, firstly analyze some cases within the Group, objective assessment of the introduction of new brand strengths and weaknesses, and then do the analysis of the market, in full knowledge of the market situation and the situation of the rice cooker industry competitors after , combined with their own situation to make a target consumer positioning. Understand the business before and after the market situation, this planning book design from the brand name, brand positioning design, brand identity design, brand advertising communication design, brand public relations and brand experience design these aspects in detail.

Through this brand planning, I know the followings:

First, brand planning enables companies have not invested before the market to make a correct analysis of the market situation discrimination, effectively prevented the companies do not put the right decisions and avoid huge economic losses, the brand can successfully put into the market to provide a basis protection.

Second, if the target market for a particular brand specialized product planning, price formulation, distribution plans and advertising planning, then the brand will be able to satisfy consumer demand, thereby easily setting up the consciousness of their special brand image, easy to cultivate brand preference and customer loyalty.

Of course, the lack of brand management experience, not enough to understand the actual situation, the planning book, there are still many problems and shortcomings, I will humbly listen to you and the teacher can give me advice, in order to improve my plan.

Key Words:Brand planning; Brand identity; Brand positioning

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竞争对手分析 3

2.1.1美的电饭煲 3

2.1.2苏珀尔电饭煲 3

2.1.3竞争对手分析总结 4

2.2消费者分析 4

第三章品牌命名设计 6

3.1竞争对手的命名 6

3.2命名过程及说明 6

3.2.1命名基本要求 6

3.2.2品牌命名 7

第四章品牌定位设计 9

4.1竞争对手品牌定位分析 9

4.2品牌定位结果及其说明 9

第五章品牌认同设计 11

5.1基本认同 11

5.2延伸认同 11

5.3关于基本认同以及延伸认同的说明 11

第六章品牌广告传播 13

6.1品牌广告主题 13

6.2品牌广告媒体选择 13

6.3品牌广告发布策略 14

6.3.1明确广告对象 14

6.3.2具体广告计划 14

6.4品牌广告预算分配 15

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

7.2.1征文内容及具体要求 18

7.2.2征文评奖 18

结 语 20

参考文献 21

致谢 22

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