论文总字数：16315字

摘 要

品牌是企业的无形资产，树立优秀的品牌可以让企业在激烈的市场竞争中获得优势地位。中国饮料行业市场十分巨大，外资品牌占据绝大部分份额。一个饮料行业的新品牌，如何在与其他品牌的竞争中，尤其是与外资品牌的竞争中占据一席之地，唯有制定品牌策划书来制定品牌早期发展之路。品牌策划对于企业发展一个新品牌时尤为重要的。

本策划书围绕古月集团推出的一项新品牌，进行策划。首先从集团优劣势分析。然后对公司即将进入的新市场进行了分析，对行业的主要竞争对手进行分析，得出了公司的定位。结合自身对消费者展开了合理分析。本策划书书从市场分析，品牌命名设计，品牌定位设计，品牌认同设计，品牌传播设计和品牌公关活动设计这几点来进行品牌策划。

通过本次论文策划，笔者有以下几点感受：

第一，企业在进入一个新的市场时，必须对这个市场进行全面的分析并对这个市场中的领先企业进行综合的分析。

第二，企业在推出一个新品牌时，必须根据其产品来进行命名，并且结合目标消费者来进行命名。一个品牌是无形的财产，我们给予品牌内涵和性格，品牌的命名和定位直接影响到品牌以后的命运。

第三，品牌传播是品牌进入市场是重要的一环，如何把新品牌宣传出，树立优秀的品牌形象，并吸引消费者购买，这些东西都需要品牌传播来完成。

最后，由于本人第一次进行品牌策划书的写作，在写作过程中也遇到了不理解的情况。由于缺乏实际品牌策划经验，对市场实际情况不够了解，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 市场竞争

Beverage brand planning book

Abstract

The brand is the intangible assets of the enterprise, establish the excellent brand can let the enterprise in the intense market competition obtains the superiority position. Chinese beverage industry is very huge market, foreign brands occupy most of the share. A beverage industry in the new brand, how to in and other brand competition, especially and the competition of foreign brands to occupy a place, only to develop brand planning to make a brand of early development. Brand planning is especially important for the development of a new brand of enterprise.

The planning is around GuYue company launched a new brand "drunk wine of the sky" to carry out of, first of all, to simulate the a company, explains the company's strengths and weaknesses, and describes the purpose and significance of the planning and the market do a analysis, after an analysis on the current situation of market and competitors, to determine the target consumers, and then the planning from the brand name design, design of brand positioning, brand identity design, brand design, brand marketing and brand experience design, elaborating on the brand.

Through this paper planning, I have the following feelings:

First, when the enterprise enters a new market, it must carry on the comprehensive analysis to this market and the leading enterprise in this market.

Second, when a new brand is launched, a new brand must be named according to its product, and the target consumer is named. A brand is the intangible property, we give the brand connotation and the character, the brand name and the positioning directly affect the brand after the destiny.

Third, brand communication is brand to enter the market is important one annulus, how the new brand publicity, establish a good brand image and attract consumers to buy, these things need brand communication to complete.

Finally, because I first carried on the writing of the brand plan, in the writing process also met the situation which did not understand. Due to the lack of actual brand planning experience, not enough understanding of the actual situation in the market, planning books still exist many problems and shortcomings, I will humbly listen to teachers will be able to give me advice, in order to improve the planning book.

Keywords: brand; brand planning ; market competition

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

2.2 消费群体分析 4

第三章 品牌命名 5

3.1竞争对手的命名以及文化因子分析 5

3.2命名过程及说明 5

3.2.1命名基本要求 6

3.2.2 品牌命名过程 6

第四章 品牌定位设计 8

4.1竞争对手品牌定位分析 8

4.2品牌定位过程、结果以及分析 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 品牌广告传播设计 13

6.1品牌广告主题 13

6.2 品牌广告发布策略 13

6.3 品牌广告媒体选择 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 18

7.2 活动说明 18

结语 20

参考文献 21

致谢 22

饮料业品牌策划书

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