摘  要：本组同学将毕设题目选定为“零上八十二2018-2019年品牌提升与推广策划案”， 客户零上八十二是南京木羊坊文化科技有限公司在微商城运营的一个网络店铺，属于该公司的自有品牌，专注于经营精选食品。

本次策划案的核心主题为“吃，不将就”，通过对零上八十二的目标消费人群及潜在消费者进行精确的划分，结合他们的媒介使用习惯，运用微信等社交软件进行大规模的网络宣传，组织相应的线下活动，完成线上线下品牌宣传互通。达到品牌提升与推广的目的。策划案第一阶段为增加粉丝阶段，第二阶段为传播品牌精神阶段，第三阶段为巩固忠诚度阶段。

我们为零上八十二品牌制定了以下阶段计划：通过阶段性的品牌提升与推广，整合并拓展线上宣传渠道，有针对性地策划线下活动，传递品牌理念，通过购买一定的媒介推广，扩大品牌传播力度，实现增粉，再通过一系列的活动诱导消费者进行消费。最终指定的如下方案：

1、开展前期的市场调研，基于一手资料和二手资料的收集与分析，参照精选食品行业发展现状，分析市场发展机会，展开竞争者调查，使品牌形象定位差异化。从市场调查和行情分析，归纳出消费者的行为习惯、消费能力、消费偏好等特点，深度切入零上八十二目标消费者与实现品牌价值观传递，突出产品精选概念，有目的性地提出了适合零上八十二品牌的营销策略。

2、针对品牌提升推广方案，并依据营销目标为整个营销战略作出规划和媒介方面的应用与组合，根据消费者的媒介使用习惯，整合线上线下传播途径，制定三个不同阶段的品牌提升与推广策略，以便零上八十二的品牌形象精神广泛且精准地直达目标消费者，增加粉丝关注，提升产品销量，促使零上八十二在精选食品品牌中占据一席之地。

关键词：零上八十二；精选食品；品牌提升与推广；新媒体；微商城

Lingshang 82  2018-2019 Brand Promotion Plan

Abstract：Our group choose Lingshang 82 2018-2019 brand promotion and promotion planning as our topic. Our customer is nanjing Muyangfang culture technology co., LTD. They operate a network of shops in the mall which belongs to the company's own brand, focusing on the selection of food.

The plot of the core theme of "eat, don't do", based on the Lingshang 82 target consumers and potential consumers accurate classification, combined with their media habits, such as using WeChat social software for large-scale network publicity, organization of the corresponding offline activities, complete the online brand publicity. Achieve the goal of brand promotion and promotion. The first stage of the plan is to increase the fan stage, the second stage is to spread the brand spirit stage, and the third stage is to consolidate the loyalty stage.

Our group members have the following plan: through the stages of brand promotion and promotion plan, develop online communication channels and all kinds of media and targeted combination offline promotion, and brand concept, enhance brand visibility, to expand the brand spread and eventually increase the fans. Detailed programme implementation is as follows:

1, To carry out the preliminary market research, based on the firsthand material and second-hand data collection and analysis, with reference to select the food industry development present situation, analyze market development opportunities, a competitor survey, make the brand image positioning differentiation. From the market research and market analysis, summing up the behavior of consumers and consumption ability and consumption preference, depth of cut Lingshang 82’s target consumers and brand values, highlight the product concept and has a purpose for Lingshang 82 brand marketing strategy is proposed.

2, For brand promotion plan and according to the marketing goals for the whole marketing strategy plan and media and the application of a portfolio, according to consumers' media habits, integration of the online route of transmission, make three different stages of the brand and promotion strategy, in order to Lingshang 82 spirit of the brand image of extensive and accurate direct target consumers, increase the followers, improve product sales, prompting Lingshang 82 a place in the selection of food brands.