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摘要 本毕业设计策划案是常州市迪诺水镇商业综合体的营销推广方案，本案分为优尔部分，迪诺水镇项目简介与毕业创作分析、项目调研、招商策略、消费者营销传播策略、广告创意与活动和媒介策略。 第一部分主要是迪诺水镇简介和本案创作的分析说明；第二部分主要分析调研了商业综合体现状与发展、常州市商圈现状与发展、竞争者、消费者和 SWOT；第三部分招商策略主要制定了招商定位策略和营销推广策略；第四部分消费者传播策略主要定位了消费者市场和制定了消费者市场营销推广策略；第五部分为招商策略和消费者传播策略中广告创意和活动的具体表现，包括广告文案、平面作品和具体活动策划；第优尔部分主要制定了关于招商和消费者两部分的媒介策略。 本毕业设计策划案——常州市迪诺水镇营销推广方案的目的是在进行一系列策划与创意的基础上首先解决招商问题，其次解决消费者消费问题。 36350
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毕业论文关键词：迪诺水镇；商业综合体；招商；消费者；广告
Abstract This graduation design is a marketing promotion plan of Changzhou Dino Water Town Commercial Street. This case is pided into six parts, Dino Water Town project profile and graduation creation analysis, project research, investment strategy, consumer marketing communication strategy, advertising creative and media strategy and activities. The first part is mainly about the introduction and analysis of Dino Water Town Commercial Street; The second part mainly analyzes the research present situation and the development of Dino Water Town Commercial Street, present situation and the development of Changzhou city business circle, competitors, consumers and the SWOT analysis; The third part of the investment strategy is mainly about merchants positioning strategy and marketing strategy; The fourth part consumer communication strategy is mainly about locating the consumer market and the consumer market marketing strategy; The fifth part is the creative advertisings about investment promotion strategy and consumer communication strategy, including advertising copywriting, graphic works and activities planning; The sixth part is mainly about making the two parts of the media strategy of Dino Water Town Commercial Street investment and consumers. The purpose of this graduation design Changzhou Dino Water Town Marketing Plan is to solve the problem of investment promotion and consumer problems through a series of planning and advertising creative.
Key words: Dino Water Town; Commercial Street; Investment; Consumers; Advertisements
目录
前言
第一部分 项目简介与毕业设计创作分析说明
一、毕业设计选题缘由与过程说明
（一）迪诺水镇简介及选题缘由-8
（二）过程说明9
二、毕业设计项目的基本情况
（一）项目主题--10
（二）项目实施目标-10
（三）项目研究内容-10
（四）项目研究重点与难点-10
三、毕业设计计划安排与实际执行过程简述
(一)计划安排11
（二）实际执行过程-11
四、项目小结分析11
五、小组小结-12
第二部分 项目调研分析
一、迪诺水镇商业综合体分析
（一）迪诺水镇概况-14
（二）迪诺水镇周边情况14
（三）迪诺水镇商业配比15
二、常州市新北商圈分析
（一）常州市商圈概况--16
（二）常州市新北商圈分析-17
三、商业综合体行业分析
（一）商业综合体概述--18
（二）商业综合体发展趋势-19
四、竞争者分析
（一）主要竞争者分析--19