内容摘要本次毕业设计的标题是“天柱茗茶宿迁地区营销传播策划案”，客户为宿迁市天柱茗茶有限公司，现和多家茶园、茶社合作，主要销售茶叶、茶果以及茶具等与茶相关的产品。目前，天柱茗茶在宿迁市场上为一家新兴公司，正式营业不足一年，又因为竞争者众多，所以在宿迁市市场中的产品销售遇到一系列的挑战，同时天柱茗茶没有对自身有一个很好的品牌定位，导致其品牌知名度和美誉度不够高。我们准备通过一系列营销传播策划方案，并线上线下活动相结合起来，有针对性的解决天柱茗茶所存在的问题。为天柱茗茶塑造具备特性的品牌形象，抬高其在宿迁地区的认知度和美誉度，抬高产品销售额。72363

我们这次毕业设计，主要是从外部调研开始入手。因为刚开始我们对茶叶销售这个行业不是很了解，所以先通过走访宿迁的茶叶协会和茶社，对宿迁地区茶叶市场的发展状况有一个大概的了解。接着开始分析调研宿迁地区的茶叶市场整体销售状况，以及天柱茗茶的同类竞争对手的优势、劣势，促销宣传手段等。从中找到本企业品牌形象定位的突破点。另外，通过走访和问卷调查，对宿迁地区茶叶市场上的消费者购买习惯、购买需求以及对天柱茗茶的认知度等进行研究分析。最后，对天柱茗茶的品牌形象进行重新定位，以“绿色纯正，新鲜好茶”为品牌诉求点，突出产品的绿色健康，纯正有保障的特点。

为了使天柱茗茶在宿迁地区茶叶市场上的知名度以及消费者对其认知度有着显著地提升，我们针对企业的品牌力、营销力和商品力三个方面进行诊断调查，并根据项目目标，制定出合理的营销传播策略。在最后的传播策略方面，我们为天柱茗茶制定符合其品牌形象的广告主题，并通过线上线下活动相结合，将不同的媒介组合起来，照顾到每一个核心消费群体和潜在消费群体。

最后，我们希望通过具体的营销策划方案实施，为天柱茗茶塑造良好且具有特色的品牌形象。大力开拓宿迁地区茶叶销售市场份额，提高企业在宿迁地区的知名度。

毕业论文关键词：天柱茗茶；品牌形象；茶叶；营销推广

Marketing communication of Tianzhu tea in Suqian

Summary The title of this graduation design is "Tianzhu tea in Suqian area marketing communication plan", the customer for the Suqian City Tianzhu Tea Co。, Ltd。, and many tea plantations, teahouse cooperation, mainly sales of tea, tea, fruit and tea and tea related products。 At present, Tianzhu tea in Suqian market as a new company, officially opened less than a year, and because of the many competitors, so product sales in Suqian City market encounter a series of challenges, also Tianzhu tea no on their own have a good brand positioning, the brand awareness and reputation is not high enough。 We're going through a series of marketing communications plan doubling on-line activities combined, to solve the Tianzhu tea。 For Tianzhu tea shape with the characteristics of brand image, raising the in Suqian area recognition and reputation, raising product sales。

We graduated from the design, mainly from the external research to start。 Since the beginning of our of tea sales in the industry is not very understanding, so the visited Suqian Tea Association and the teahouse, tea market in Suqian area of the development of a general understanding。 Then began to analyze the research of Suqian tea market overall sales, and Tianzhu tea of similar competitors the advantage, disadvantage, promotion means of propaganda。 Find the breakthrough point of the enterprise brand image positioning。 Also through interview and questionnaire, the tea market in Suqian area of consumer buying habits, purchase demand and awareness of Tianzhu tea were studied。 Finally, in Tianzhu tea brand image were re positioning, to "green pure and fresh tea" brand aspirations point, prominent products of green and healthy, pure security features。