摘 要：本次毕业设计主要是针对四大菜系中的淮扬菜系进行文化推广的策划。选题 确定之后，我们进行了二手资料搜集和实地考察。通过深入了解淮扬菜，我们从 淮扬菜的历史、人文情怀、匠心精神、视觉审美文化、地方特色五个方面挖掘文 化内涵。根据淮扬菜文化目前的推广现状、市场状况，我们确定了以淮扬菜美食 文化研究会为推广主体。在推广对象调研中，我们发现，大众对淮扬菜文化的了 解程度不深，少有人能做出地道的淮扬菜，根据深入访谈的结果，大众对淮扬菜 的印象是历史悠久的、精致的、高雅的，大众对淮扬地区闲适精致、文人气息浓 厚的生活亦有所向往。

总结淮扬菜文化推广目前存在的问题，淮扬菜美食文化研究会已有的“以味 为核心，以养为目的”的传播口号，缺乏有利的宣传点与记忆点，且目前缺乏对 新媒体渠道的运用。于是我们提出了“舌尖淮扬·风雅颂”的传播策略，整合线 上线下推广平台，联动其他品牌跨界合作，以“风雅颂”为主题，分别开展活动。 “风”，和淮扬菜食材取自民间的特点相结合，“雅”，阐明了淮扬菜的品位和 雅致，“頌”，代表淮扬菜承载的人们美好的精神寄托。

关键词：淮扬菜；淮扬菜文化；风雅颂；推广策划

Elegance of the tongue in Huaiyang-- Cultural promotion of Huaiyang cuisine

Abstract：This graduation project is mainly focus on the promotion of Huaiyang cuisine culture in diet culture.After the selection of the topic, we collected secondary data and conducted field visits.We excavate cultural connotation from five aspects: Huaiyang cuisine's history, humanistic feelings, ingenuity, visual aesthetic culture and local characteristics.According to the current promotion status and market situation of Huaiyang cuisine culture, we have identified the Huaiyang Cuisine Culture Research Council as the main body of promotion.We find that the public knows little about the culture of Huaiyang cuisine, and few people can make authentic Huaiyang cuisine.The public impressions of Huaiyang cuisine are long, delicate and elegant, and the public is also longing for the leisurely and delicate life in Huaiyang.

Summarizing the existing problems of Huaiyang cuisine culture promotion, We found that Huaiyang Cuisine Culture Research Council has a slogan of "taking taste as the core and health care as the purpose",which lack of favorable publicity and memory points.They are currently lacking in the use of new media channels as well.As a result, we put forward the slogan "Huaiyang of the tongue, Feng Ya Song", integrate the promotion platform on line and off line, planning the cooperation of other brands.On the theme of "song of elegance", activities are carried out separately.

Key  Words: Huaiyang   cuisine； Huaiyang  cuisine   culture；Feng  Ya   Song； Promotion planning

目录

第一章 项目概述与毕业设计分析说明 ................ 错误！未定义书签。 一、毕业设计选题背景.............................错误！未定义书签。

二、毕业设计项目概述.............................错误！未定义书签。

三、毕业设计项目工作安排.........................错误！未定义书签。

第二章 项目简介与调查分析 ........................ 错误！未定义书签。 一、市场现状分析 4

二、淮扬菜系分析.................................错误！未定义书签。 三、其他菜系的特点和推广分析.....................错误！未定义书签。 四、推广人群分析.................................错误！未定义书签。

五、淮扬菜美食文化研究会分析 18

六、调研结论 19

第三章 淮扬菜文化推广策略 20

一、战略规划 20

二、策略的制定 21

第四章 创意设计提案 27