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36524品牌提升策划案



小组成员:王耀祥 胡晓雪 屈艳红 游柳玉

目录
一、企业简介··················································1 二、宏观营销环境分析··································1 (一)政治环境分析··········································1 (二)经济环境分析··········································2 (三)社会环境分析··········································3 (四)技术环境分析··········································3 三、微观营销环境分析··································4 (一)供应商分析············································4 (二)消费者行为分析········································4 (三)竞争者分析············································5 (四)公众分析··············································7 四、SWOT分析················································7 (一)优势··················································7 (二)劣势··················································8 (三)机会··················································9 (四)威胁··················································10 五、品牌创建···················································12 (一)品牌LOGO··············································12 (二)品牌核心文化理念·······································13 (三)品牌定位···············································13 (四)品牌格言···············································14 (五)品牌视觉识别系统·······································14 (六)差异化的品牌服务·······································20
六、品牌营销策略·········································20 (一)线上与线下商务相结合——O2O···························20 (二)建立品牌社区···········································20 (三)内部品牌化·············································20 (四)建立顾客数据库·········································21 (五)完善已有传播渠道·······································22 七、品牌整合推广策略··································23 (一)广告···················································23 (二)公共关系广告···········································23 (三)事件营销···············································24

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