摘  要:随着收入水平的提高，居民的消费观念发生了转变，对护肤的投入越来越大。近年来毒化妆品事件的频繁发生，使得消费者对天然护肤的需求日渐旺盛，且植物护肤品牌市场竞争异常激烈。千纤草始终致力于东方古典植物美容护肤的研发，依托红楼美容护肤文化遗产，是纯天然植物护肤的典范。08年以前，化妆品以实体流通为主，国际品牌底线城市下沉谨慎，成本收益控制严格，国内品牌难以进入主流流通渠道，发展空间受限。之后电商的高度信息化，改变了传统国际化妆品品牌主导消费决策的局面。

目前，我国已经发展成为了世界第二大化妆品消费大国，生产企业主要分布在东部沿海地区的江苏、浙江、广东、上海等省、市。其中江苏省经济发展迅速，消费指数高，同时千纤草总部设在江苏扬州，并拥有一座庞大的品牌原料生产基地——美肌园，所以我们选择将江苏作为推广千纤草品牌的据点。

我们小组对中国化妆品市场环境进行了详细分析，明确了千纤草在国内化妆品市场的优势、劣势、机会和威胁。我们针对千纤草护肤品牌认知度低、知名度不高、电商销售为主等情况，选定了目标消费群制订一系列的营销推广方案，通过媒体整合传播，期望达到更好的宣传效果，提高品牌的知名度，培养客户的忠诚度。

关键词：千纤草；天然护肤品；电商；品牌传播

Qian Xian Cao’s 2017-2018 Plans For Brand Dissemination And Promotion In Jiangsu Province

Abstract:With the improvement of income level, the people's consumption concept has changed, and the investment in skincare is increasing.The frequent occurrence of toxic cosmetics in recent years has led to a growing demand for natural skin care and fierce competition in the market for plant care products.Dedicated to the development of beauty and skin care of Oriental classical plants, and relying on the heritage of beauty and skin care in the red building, it is a model of natural plant skin care.2008 years ago, cosmetics is given priority to with entities circulation, international brand bottom line city sinking cautious, cost-benefit control strictly, domestic brands are difficult to enter the mainstream circulation channels, limited development space.

At present, our country has become the world's second largest cosmetics consumption power, manufacturing enterprises are mainly distributed in the eastern coastal areas of jiangsu, zhejiang, guangdong, Shanghai and other provinces and cities.Headquartered in yangzhou, jiangsu province, and has a large brand base of raw materials，so we chose jiangsu as a popular stronghold.

We have chosen the target consumer group to develop a series of marketing promotion plans for the skin brand recognition, low awareness, and the sales of e-commerce.Through media integration, we hope to achieve better publicity, enhance brand awareness and cultivate customer loyalty.

Key Words: Qianxiancao; Natural skin care products; Electricity; Brand communication

目 录

摘  要 I

Abstract II

目 录 III

第一部分 毕设选题项目与创作简析 1

一 毕设选题项目简析 1

（一）毕设选题缘由简介 1

（二）客户简介 1

（三）策划与创意设计的主要目标 3

二 毕业设计思路简述 3

（一）毕业设计主题 3

（二）具体目标 3

（三）调查分析 4

（四） 广告及活动创意设计 4

（五） 选题项目进行情况简析 4

三 毕设实际进行过程简述 4

第二部分 市场分析 5

一 宏观环境分析 5

（一）经济环境 5

（二）文化环境 5

（三）技术环境 6

二 行业环境分析 6

（一）天然植物护肤品在江苏地区发展现状 6

（二）天然植物护肤品未来的发展趋势 8