摘要关键词：文文产品；大学生消费群体；营养食品；品牌推广
Summary This graduation design is mainly aimed at VV deputy brand image shaping and Xuzhou college promotion do marketing communications planning the whole case. Through the extensive market research and analysis through marketing diagnosis, design brand image, marketing strategy, then develop brand communication strategy in university campus, finally put forward the creative performance plan, determine the media strategy.40211
In the process of the project completed, we carried out in the early stage of the targeted, purposeful and planned market research. From the present situation and development trend of food industry, analyzes college students' market scale and potential, and predict their development trend, combined with the quality products, the characteristics of the competitors, and consumers firsthand material of research results, for VV in college campus provides the basis for accurate positioning and deputy brand image promotion. To the food market sales channels and marketing at the same time to conduct a comprehensive and detailed analysis, for the product into the market after the development to provide feasible strategies and methods.
From market research conclusion college students consumer behavior, market situation, preferences, and to further appeal point positioning products and image; And according to the development of the food market of Xuzhou and even the whole country, present situation and trend analysis, decided to give priority to dozen of market in Xuzhou college, gradually spread to colleges and universities across the country, and set the stage marketing development strategy.
On the basis of market survey analysis, in view of the brand strategy and marketing part, we combined with the characteristics of college students themselves and the product superiority, puts forward differentiation positioning, brand image, build a personality on the basis of the deputy brand communication strategy. At the same time, put forward "VV knight, live out is not the same as" the core of the brand concept, integrated online communication, using the combination of different medium to achieve the maximization of information dissemination, to continue making the VV knight brand influential representatives of campus health leisure food!
Key words: VV products; Undergraduates; Nutritious foods; Brand promotion
文文食品大学校园市场推广整合营销传播策划案
目录
第一部分 项目简介与毕业设计创作分析说明
一、毕业设计选题简析6
二、毕业设计思路 7
三、毕业设计实施操作过程简述8
四、毕设总结9
五、个人小结10
第二部分 前期市场调查分析
一、我国食品行业发展现状及趋势14
二、我国营养食品行业发展状况及趋势14
三、大学生营养食品的市场分析15
四、文文自身分析18
五、竞争者分析 24
优尔、大学生食品消费分析28
七、SWOT37
第三部分 文文大学校园品牌推广策略
一、品牌定位 39
二、品牌营销策略44
第四部分 徐州大学校园市场拓展计划
一、徐州校园市场计划实施说明 52
二、传播对象 52
三、传播主题及目标52
四、活动推广52
五、广告创意设计59
第五部分 媒介策略与计划
一、媒介目标73
二、媒介选择73
三、媒介组合与排期73
第优尔部分 附录75
第一部分 项目简介与毕业设计创作分析说明
一、毕业设计选题简析
（一）选题来源
文文集团，中国最大的豆奶企业，产业涉足饮料、资源、商业贸易、房地产等。但是随着文文集团的营销策略的多元化，却使得其原来的强势品牌产品——文文系列产品的知名度下降，且市场占有率也在逐年降低。在和文文集团市场部门经理洽谈的过程中，发现文文有进军高校市场的打算，而我们作为江苏师范大学的学生，很熟悉高校环境，于是在和其相关负责人沟通后确定将文文进军高校作为此次的毕设选题，为其抢占大学生市场提供可行有效的运行方案。论文网 维维食品大学校园市场推广整合营销传播策划+SWOT分析:http://www.youerw.com/xinwen/lunwen_38464.html