摘要我们小组本次毕业设计的策划对象是苏州口水娃食品有限公司，苏州口水娃食品有限公司是一家农业科技型企业，集休闲食品研发、制造、加工、营销为一体的新型企业。口水娃公司地处苏州太仓市建业路6号，紧靠着上海，有明显的地理区位优势。 在经营了8年以后，口水娃公司在苏南地区有着非凡的口碑，新的时期，口水娃食品将致力于整个江苏地区知名度提升，让更多的消费者熟悉。75050

我们小组对口水娃公司进行详细的调查，分析现在零食行业的竞争态势，再结合口水娃公司的企业实力；对江苏地区的消费者发放调查问卷，回收并分析数据。来挖掘消费者的消费特征、消费能力、购买途径等等信息，分析得出口水娃的目标消费群体；还有通过对江苏地区各大零食竞争对手的调查，调查出他们的消费目的和消费需求。根据口水娃的SWOT分析，找出口水娃的优势、劣势、威胁以及机遇，提供有效可行的知名度提升方案。

我们希望通过这次江苏地区的品牌推广，在江苏地区口水娃的销售会有一个实质性的提升，其品牌知名度也会得到一个明显的提升。

毕业论文关键词：美食；江苏市场； 零食；知名度；品牌

KouShuiWa Jiangsu region awareness improvement

Abstract Our group of this graduation project is the Suzhou Kashiwa food co。, LTD。 Suzhou Kashiwa food co。, LTD。 Is an agricultural science and technology enterprises, collection of leisure food research and development, manufacturing, processing, marketing as one of the new enterprise。 Kashiwa Company is located in Suzhou, taicang Jianye road no。 6, close to Shanghai, has obvious geographical location advantages。 After the operation for 8 years, Kashiwa Company in south Jiangsu has a special word of mouth, the new period, the Kashiwa food will be committed to improve the whole Jiangsu region awareness, let more consumers are familiar with。 

We carry out a detailed investigation to Suzhou Koushuiwa food co。, LTD。 According to company's enterprise strength, we analyze the competitive situation of snack food industry。 The questionnaire to the consumers in Jiangsu area was issued, and the data were collected and analyzed。 To tap the consumer characteristics, consumption ability, purchase channels, and so on information and analyze the target consumer groups。 Through the Jiangsu area of the major snacks competitors’ survey, to investigate their consumption purposes and consumer demand。 According to the SWOT analysis of Koushuiwa, find out the advantage of Koushuiwa, weaknesses, threats and opportunities, to provide effective and feasible to enhance the visibility of the scheme。

We hope that through this brand promotion in Jiangsu region, KouShuiWa sales in Jiangsu region will have a periodic increase, the brand awareness will also get an obvious improvement。 

Key Words: food；  Jiangsu market；  snacks；  profile；  brand 

目录

摘要 4

前 言 7

第一部分  企业自身概况、实施计划安排 8

一、企业基本情况概述 8

二、实施安排计划与思路呈现 10

三、毕业设计的个人分析总结 11

第二部分  市场调查分析 12

一、资料调查说明 12

二、宏观环境分析 13

三、国内零食市场发展现状及趋势