摘 要：无锡阳山水蜜桃品牌形象传播策划案是此次毕业设计的项目。该策划案的最终目 的是重新塑造和提升阳山水蜜桃区域品牌形象。同时，也可以拓宽阳山水蜜桃销售范 围。阳山水蜜桃是一个品牌意识较为薄弱的无锡特产品牌。我们要使其变为一个拥有 较为系统、完整品牌形象的阳山水蜜桃。

本小组首先对阳山水蜜桃及水果行业现状进行了调查和分析。我们为获取大量的 一手资料，前往无锡阳山镇、水果专卖店等地调查。其次，通过二手资料收集，分析 水果行业的现状和未来发展趋势。最后，实地对消费者进行调查。分析消费者的购买 情况、对阳山水蜜桃的满意度及消费者喜好等问题。这样，产品策划设计才得以针对 消费者的具体情况进行。

此次策划书对无锡阳山水蜜桃产业市场发展进行调研分析。我们阐述了此次通过 传播活动塑造阳山水蜜桃什么样的品牌形象。为了可以落地执行活动方案，该品牌策 划项目详细描述了阳山水蜜桃品牌形象传播活动。

中高收入的中青年群体是我们的目标消费者。他们追求品质生活轻奢享受，注重 自我思考、放松以及享受体验。因此，我们将产品定位为水果市场中高端优质的、富 含多种微量元素的品牌水果。本次策划案，以“无锡阳山水蜜桃 水果世界的皇后” 作为主题。 为进一步培养和加深消费者对阳山水蜜桃的好感度和忠诚度，我们采取活 动传播和多种媒介组合运用的方式。

关键词：阳山水蜜桃；中高端水果产业；品牌定位；品牌形象设计

The brand communication of the peach of Yangshan town

Abstract：The graduation project is the promotion and dissemination of the brand image of Wuxi Yangshan peach, so as to expand the sales scope of Yangshan peach.hrough the plan of our group, Yangshan peach will translate from a weak brand of Wuxi special product into a more systematic, complete brand image of Yangshan peach, and having the awareness of brand management and development.

The group first investigated and analyzed the current situation of peach and fruit industry in Yangshan, and went to Yangshan town of Wuxi, fruit monopoly shops and other places to obtain a large number of first-hand information. Secondly, through the collection of second-hand data, we analyzed the status of the fruit industry and the trend of future development. Finally, the field was transferred to the consumer. Check, analyze the consumer's purchase, the satisfaction of the peach peach and the consumer preferences, and so on. It is convenient for us to carry out the product planning and design for the specific situation of the consumer.

The research of the development of Wuxi Yangshan peach industry market is analyzed. We explain the brand image of Yangshan honey peach through communication activities. In order to implement the activity plan on the floor, the brand planning project described in detail the brand image propagation activities of Yangshan honey peach.

Our target consumers are high income middle and young groups. They pursue quality life and light luxury, and pay attention to self reflection, relaxation and enjoyment.The product is a brand fruit with high quality and multiple trace elements  in the fruit market. This plan is based on the theme of "the empress of Wuxi Yangshan peach fruit world". In order to further cultivate and deepen consumers' goodwill and loyalty to Yangshan peach, we adopt the way of combination of activities and various media.

Key Words:The peach  of Yangshan  town Highmiddle-end fruit industry Brand positioning Brand image design

目录

第一章 项目简介与毕业设计创作分析说明 4

一、选题背景说明 4

二、毕业设计思路简述 5

三、课题进程安排 7

第二章 市场分析 8

一、水果行业分析苹果、鸭梨和香蕉等普通水果等销售情况稳定； 8