摘  要长期以来“浦楼”凭借其口味以及本土发源生产所带来的口碑和消费经验的优势，在过去相当长一段时间里在行业市场里处于一个绝对优势的地位。但随着时代的发展，在长期以来被掩盖的推广宣传方面缺乏有效措施的劣势逐渐显露，产品份额开始持续小幅走低，品牌发展显得后劲不足。同时在面对全国性品牌的竞争产品以及新时代网络信息发展所带来威胁时，“浦楼”的产品和品牌都在面临严峻的考验。69884

我们通过和广告主的深入交流和沟通，结合了广告主的想法和要求以及广告对象的实际状况，在对淮安市的酱油类调味品市场情况，消费者行为，以及目标人群进行了详细的分析之后，我们制作出了相关的营销策划方案。我们计划通过改善产品的外在形象特征，再综合合理适度的传播推广渠道，在赋予品牌以地域文化特色和美食文化的同时，扩大品牌的知名度，发掘自身的内在价值，吸引潜在消费对象。另外，在当今的时代背景下，顺应潮流，利用新媒体进行互动传播，让这个有着悠久历史的品牌焕发新的活力，从而在多个层面上达到促进市场销售的营销推广目的。

毕业论文关键词：浦楼； 传统文化； 新媒体传播； 品牌形象

Pu lou soy sauce advertisements plan of Huaian district

Abstract

For a long time "Pu lou" by virtue of the advantages of taste and local source of production brought about by the reputation and consumer experience, in the past for quite a long period of time in the industry market in the status of an absolute advantage. But with the development of the times, in a long period of time to cover up the lack of effective measures to promote the disadvantage of effective measures to show, the product share began to continue to decline slightly, the brand development appears to be less stamina. At the same time in the face of the national brand of competitive products and the development of the new era of network information when the threat, "Pu building" products and brands are facing a severe test.

We through and advertising the main in-depth exchanges and communication, combined with the advertising the main ideas and requirements and targeting the actual situation, in Huaian to soy sauce condiment market situation, consumer behavior, as well as the target population were detailed analysis, we created the marketing plan. We plan to the external characteristics of products to improve the image and then combined with reasonable and appropriate dissemination channels, to give the brand with characteristics of regional culture and food culture, and at the same time, expand the brand's visibility, to explore its intrinsic value to attract potential consumer object. Also under the background of modern times, conform to the trend, use the new media interactive communication, let the brand has a long history of coruscate new vitality, resulting from multiple levels to promote the sales market for the purpose of marketing.

Key Words: pulou;traditional culture；new media communication；brand

目录

第一部分   项目简介与毕业设计创作分析说明 1

一、毕业设计选题缘由与过程 1

二、广告主和项目基本情况 1

（一）广告主基本情况 1

（二）项目主题及目标 2

（三）项目思路 3

（四）项目研究的重点与难点 3

三、项目计划安排与执行过程简述 4

（一）日程安排