摘要本次毕业设计的标题是“小天才儿童电话手表江苏省品牌营销策划案”，客 户为小天才儿童电话手表这款产品，该产品的公司是广东小天才科技有限公司， 我们主要针对这款产品在江苏市场做品牌推广。儿童电话手表市场上有很多选 择，小天才儿童定位手表作为一款新产品，品牌定位较模糊，没有良好的认知与 好感。为了解决该问题，我们计划通过执行品牌营销方案，结合线上线下的销售 渠道和媒体传播策略，在江苏推广和提高小天才儿童电话手表的销售量。70376

先从前期的市场调查入手，围绕着江苏儿童电话手表行业现状，调查分析竞 争对手的优劣势，从而做到我们产品与其他产品区分开来。通过一手资料和二手 资料的整理，总结出消费者的购买需求，购买者年龄、收入，以及使用者的态度。 从而将品牌定位成“天天陪伴，安全守护”的陪伴形象，在定位安全功能的基础 上，重点突出小天才另一定位“体感接听”的特有体感功能。并依据目标市场细 分和营销目标为整个营销策略作出规划和具体的 4P 策略，通过具体实施整合营 销传播策划方案，清晰的传播品牌定位和重点的突出产品的核心卖点，进而提升 小天才电话手表在江苏的销量。

毕业论文关键词：小天才儿童电话手表；营销战略；整合营销；品牌推广；新媒体

XIAO TIAN CAI Children’s Watch Phone Brand Marketing Planning Case in Jiangsu Province

Abstract The title of this graduation design is ‘XIAO TIAN CAI children’s watch phone brand marketing planning case in Jiangsu Province’, the customer is XIAO TIAN CAI children’s watch phone. The product belongs to Guangdong XIAO TIAN CAI Science and technology Co., LTD. Company.We mainly aimed at the product brand promotion in jiangsu market. Children’s watch phones on the market have many choices. XIAO TIAN CAI children’s watch phone as a new product, brand positioning is fuzzy. There’s no good cognition and affection in the product. In order to solve the problem, we plan to use brand marketing programs including online and offline sales channels and media communication strategy to popularize the brand and increase its sales in Jiangsu.

Firstly, we start to do the early market research. In order to make the distinction between our products and other products, we watch around Jiangsu children’s watch phone industry current situation and investigate the advantages and disadvantages of the competition.In the consolidation of the primary data and secondary data, we summarizes the consumer purchase demand, buyers age, income, and the attitude of the user.And then to brand positioning into the company of "happy to accompany every day, " image, product positioning into "answering body feeling, the hands free" characteristic function of body feeling.On the basis of marketing goals, we develop a marketing strategy planning and specific 4 p strategy to develop children's phone watches in jiangsu market share.

Key words: XIAO TIAN CAI watch; Marketing strategy; Integrated marketing; Brand promotion; The new media

前言大多数父母不能随时随刻陪伴在孩子身边，孩子上学，出门玩耍.....父母 总是想关注自己孩子的每个举动。另外随着智能穿戴产品的流行，很多公司看中 了儿童智能穿戴产品的细分市场，开发了一系列儿童定位电话等其他功能的手 表，从而减轻父母的担忧。

小天才一直致力于儿童市场，因此 2015 年 6 月小天正式推出了儿童电话手 表。这是一款新颖产品，刚上市就已经能引起很多父母的关注，我们希望让更多 的父母了解这款产品的功能特点，能与竞争对手的相似产品区别开来，换个思路 去推广，注重品牌营销，从而提高它的整体销量。