中文题名: | “SOLID品牌香薰蜡烛推广方案” 作品说明 |
姓名: | |
学科名称: | 文学 - 新闻传播学类 - 传播学 |
学生类型: | 学士 |
学位名称: | 文学学士 |
学校: | 中国人民大学 |
院系: | |
专业: | |
第一导师姓名: | |
完成日期: | 2020-06-22 |
提交日期: | 2020-06-30 |
中文关键词: | |
外文关键词: | |
中文摘要: |
目前国际香薰市场发展较为成熟,但国内香薰市场仍有待开拓且潜力较大,国产品牌较少,产品普遍容量大。在分析野兽派、祖玛珑等竞品品牌后,针对目前市场特点,我们使用电通公司提出的品牌蜂窝模型,创建SOLID品牌整体框架,以“Understand backwards, Live forwards”为核心价值,塑造“做温情的记忆守护者”的品牌形象。本品牌选择一线城市和新一线城市的中产阶级女性作为主要消费人群,品牌以小容量、定制和手作体验为主要特点。 |
外文摘要: |
At present, the development of the international aromatherapy market is relatively mature, but the domestic aromatherapy market still needs to be developed and has great potential. There are few domestic brands and the products generally have a large capacity. After analyzing the competing brands such as THEBEAST and JoMaloneLondon, in view of the current market characteristics, we use the brand cellular model proposed by Dentsu to create the overall framework of the SOLID brand, and take " Understand backwards, Live forwards" as the core value and shape the brand image of "being a warm memory guardian". The brand selects middle-class women in first-tier cities and new first-tier cities as the main consumer groups. The brand's main characteristics are small capacity, customization and hand-made experience. |
总页码: | 20 |
参考文献: |
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开放日期: | 2020-07-01 |