摘  要本次毕业设计的选题是“徐州红军养蜂场品牌形象包装与推广”。徐州红军养蜂场创建于1990年，是一家大型综合型现代化蜂蜜制品销售公司，专营店30余个，在徐州已有20多年历史。由于蜂蜜市场品牌众多，再加上自身宣传推广力度过小，目前还没有在徐州占据龙头地位。69285

徐州地区经济在全国处于中等偏上的水平，消费者收入也处于中端水平，消费能力较强，由此可以看出徐州的市场潜力还是巨大的。红军养蜂场一贯遵循“质量第一、信誉第一、服务第一、效率第一”的生产、经营宗旨，严格考察蜂场采集路线，保证了产品的天然、纯正、无污染。

目前，其销售模式过于单一，铺货渠道狭窄，仅仅依靠门店销售，虽有网上销售渠道但经营不善。本次策划针对徐州地区消费者的需求和特点对产品进行重新包装以及形象设计，扩大品牌知名度，提高市场占有率。

为了更加了解企业，我们于暑假7-8月份在其门面内实习，对市场环境和消费者的购买行为进行了深入的了解，为为我们的毕设做了充分的准备。

项目分为三个阶段进行推广。主要通过报纸、杂志、以及网络进行媒体投放，宣传红军养蜂场的品牌；通过线上线下互动，升华活动主题，提升红军养蜂场品牌形象；通过新媒体的运用对品牌进行宣传以提高销量。

通过策划方案的具体实施，在徐州地区提升消费者对红军养蜂场好感度及品牌忠诚度，促进销售量的提高，成功占领徐州蜂产品中端市场。

毕业论文关键词：红军养蜂场；品牌形象；纯绿；微商 

Xuzhou Red Army apiary packaging and promotion of brand image

Abstract

The graduation design topic is "Xuzhou Reds apiculture Co., Ltd. brand image packaging and promotion of", customers for apiculture Co., Ltd. Xuzhou the Reds. The Reds apiculture Co., Ltd. Xuzhou created in 1990, is a large comprehensive modern honey products sales company, is specialized in more than 30 stores, in Xuzhou has a history of more than 20 years. Due to the large number of honey market brand, coupled with its own propaganda promotion efforts is too small, there is no in Xuzhou to occupy the leading position.

Xuzhou area economy in the country in the middle level, income consumers also in the end level, consumption ability strong, which can be seen Xuzhou market potential or great. The Reds apiculture has consistently adhered to the "quality first, reputation first, service first, efficiency first" production, business purpose, strict inspection bee field acquisition route, to ensure that the products of natural, pure, no pollution.

At present, the sales pattern is too unitary, the narrow channels of distribution, relying solely on store sales, although the online sales channels but poor management. The planning the needs and characteristics of the consumers in Xuzhou area re packaging and image design of products, expand brand awareness, improve market share.

The concept of practice in order to better understand the enterprise, we in the summer in July and August in the facade, and carried out for a period of three months in a planned, targeted and purpose of market survey, nearly distance directly facing the consumer, the consumer demand, consumer buying habits, consumer brand awareness and the in-depth investigation and research, collect a lot of useful data and second-hand data. In order to effectively in Xuzhou army apiary brand promotion and promotion,the "pure green" or "green pure", and formulate the corresponding strategy for The apiary in the Xuzhou area to enhance the brand promotion and do full preparation.

Project is pided into three stages to carry on the promotion. Mainly through newspapers, magazines, and the Internet media delivery, the Red Army Propaganda apiculture brand; through online and offline interaction, sublimation theme activities, enhance the Reds apiculture brand image; through the use of new media to brand declared to increase sales.