追蜂人家蜜蜂文化主题馆场馆改进及徐州地区品牌营销推广方案摘要本次毕业设计是针对追蜂人家旗下的蜜蜂文化主题馆，对其进行场馆改进，及徐州地区的品牌营销推广工作所做的策划方案。追蜂人家蜜蜂文化主题馆是徐州第一家蜜蜂文化主题馆，本小组在对文化主题馆市场、行业环境、目标消费者和竞争者调研分析的基础上，明确了以心态年轻化，乐于尝试新事物，文化程度较高，追求时尚健康生活理念的人群为主要目标受众。并总结出了目前该场馆存在的，包括场馆布局设计和运营模式在内的诸多问题。在与馆主李耀辉多次见面沟通后，我们对场馆所面临的问题，提出了如下方案：首先，针对目标受众特征对场馆进行重新布局设计。其次，修改并完善其品牌定位，使品牌形象更加清晰。另外，对其现有经营模式进行整改，使其更加吸引消费者。根据以上分析，我们提出了“蜜集百种花样”的核心概念，并通过一系列线上线下的活动推广，打响场馆在徐州地区的品牌知名度，带动盈利。关键词：追蜂人家；蜜蜂文化主题馆；场馆CIS设计；品牌定位；品牌传播“Zhuifengrenjia”BeeCultureThemePavilionofImprovementandXuzhouRegionalBrandMarketingPromotionProgramAbstractThisgraduationprojectisdesignedfor“Zhuifengrenjia”BeeCultureThemePavilion.ThemaintaskistheimprovementofthevenuesandthepromotionofbrandmarketinginXuzhou.“Zhuifengrenjia”BeeCultureThemePavilionisthefirstthememuseumofbeecultureinXuzhou.Basedontheresearchandanalysisoftheculturalthemepavilionmarket,industryenvironment,targetconsumersandcompetitors,itisclearthatthepeoplewhosementalityareyoung，willingtotrynewthings,high-educatedandpursuingafashionableandhealthylifestylearethemaintargetaudience.Finally，wesummarizedtheproblemsofthestadium,includingvenuelayoutdesignandoperationmode.AftermeetingwiththehostLiYaohuiformanytimes,weputforwardthefollowingsolutionstotheproblemsfacedbythevenues:First,redesignthevenuesaccordingtothecharacteristicsoftargetaudience.Secondly,itrevisedandimproveditsbrandpositioningtomakethebrandimagemoreclear.Inaddition,itrectifiesitsexistingbusinessmodeltomakeitmoreattractivetoconsumers.Basedontheaboveanalysis,weputforwardthecoreconceptof“Honeycollectionof100kindsoftricks”,andthroughaseriesofonlineandofflineactivitiestopromote,hitthestadium'sbrandawarenessinXuzhouareasothattheycandriveprofitability.KeyWords:Zhuifengrenjia;BeeCultureThemePavilion;CorporateIdentitySystem;BrandPositioning;Marketing;Promotion目录摘要------------------------------------------------------------------------------------------------------ⅠAbstract-------------------------------------------------------------------------------------------------Ⅱ目录------------------------------------------------------------------------------------------------------Ⅲ第一部分企业调研.......................................................1一、企业情况介绍.........................................................1二、项目执行方案.........................................................6第二部分市场调研分析...................................................7一、市场环境调研与分析...................................................7二、蜜蜂文化主题馆徐州市场调研与分析....................................16三、文化主题馆消费群体调研与分析........................................18四、SWOT分析...........................................................27五、总结分析............................................................27第三部分蜜蜂文化主题馆的整体形象设计..................................27一、品牌定位...............................................
