摘要本次毕业设计选题是“康尔馨家纺品牌营销传播策划案”，客户为淮安康尔 馨织造有限公司，公司现址淮安市楚州区，江苏康尔馨织造有限公司自成立以来， 一直致力于研发和制造高级纺织产品。凭借优质的产品和为客户创造价值的服务 理念，康尔馨已实现平稳较快增长。70396

但是近些年，由于市场的发展，原有的市场发展模式已不能满足现在的家纺 市场需求，康尔馨要想获得更好的市场发展必须变化原有的营销方式。

我们小组开展家纺市场调查，对于家纺市场状况、发展趋势、客户购买行为 以及竞争产品情况进行了详细的研究与分析，收集了大量的一手和二手资料，得 出一些研究结论。

根据市场调查分析的结论，我们对康尔馨家纺品牌的推广做出了具体策划方 案，其中包括目标市场、公关渠道和品牌形象及定位的确定。配合“将五星级酒 店布草带回家”的品牌理念，制定相应宣传策略，为康尔馨家纺更好宣传推广做 好准备。

在传播策略和创意设计方面，我们把渠道策略和公关策略作为重点、以广告 策略为辅助，围绕渠道和公关策略开展针对性的宣传活动，考虑到康尔馨家纺的 品牌形象及家纺产品的特性，我们决定以公关活动为主要宣传手段，配合网络广 告，通过策划方案的具体实施，提高康尔馨家纺的品牌知名度和美誉度，促进产 品销量的提高，促进康尔馨家纺在二线品牌的领军地位，并向一线品牌迈进。

毕业论文关键词：康尔馨家纺；市场调研；品牌营销；品牌推广；品牌传播；策略

Abstract The graduation design topic is "canasin textile brand marketing communication plan", the customer canasin Huaian Weaving Co., Ltd., company is located in Huaian City Chuzhou District, Jiangsu canasin Weaving Co., Ltd. since its inception, has been committed to the development and manufacture of advanced textile products.

With high quality products and create value for the customer service concept, canasin has achieved steady and rapid growth.

But in recent years, due to the development of the market, the original pattern of market development has been unable to meet the current textile market demand, canasin to want to get better market development must change the original mode of marketing.

Our team to carry out textile market survey, for textile market situation, development trend and customer purchase behavior and competitive products were detailed research and analysis, collected a large number of first-hand and second-hand data, draw some conclusions.

According to the conclusion of the investigation and analysis of the market, we on the canasin home textile brand promotion made specific planning programs, including the determination of target market, public relations channel and brand image and positioning. With "the five-star hotel linen home" brand philosophy, formulate corresponding publicity strategy, ready for the canasin textile better promotion.

In terms of communication strategy and creative design, we put the channel strategy and public relations strategy as a priority, to advertising strategy as auxiliary, around the channels and PR strategies to carry out for the promotional activities, considering the characteristics of the canasin home textile brand image and textile products to, we decided to public relations activities as the main means of publicity, with the network advertising, through concrete implementation plan, improve the brand awareness and reputation of the canasin textile, improve product sales, promote health Erxin textile in the leading position in the second tier brands, and to the

first-line brands step into.

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第一部分