摘 要：这次策划选题为徐州道医馆所做的品牌整合传播策划方案，旨在帮助徐州道医馆 找准品牌定位，提升品牌形象，扩大道医馆在鼻病治疗领域的影响力，提高道医馆经 营业绩。

第一部分，主要是毕设项目简要分析说明。通过简要分析客户基本情况，确定毕 设目标为塑造并提升徐州道医馆的品牌形象，制定相应的主题框架与业务运作思路、 运作计划等。

第二部分，市场调研部分。通过对市场环境以及自身品牌现状进行分析，发现需 要重点解决消费者信任度低、行业认可度低的问题，发挥品牌独特的道医文化以及专 业优势，借助互联网媒体进行品牌传播。

第三部分，品牌形象设计部分。确定“治愈顽固鼻病的道医治养专家”的品牌定 位，将品牌重新命名为“悟元子道医馆”，打造“悟小道”的 IP 形象，建立一整套品 牌识别系统

第四部分，品牌传播策划及创意设计。围绕品牌定位，确定“愈鼻有道”的传播 主题，分为宣传道医文化与中药文化、传播治养结合的治疗方法以及打造口碑为目标 的三个传播阶段，制定了详细的线下活动与线上传播方案，设计自媒体、社会化媒体 等传播方案，进行自媒体平台设计、品牌 KV、活动海报等创意设计。

关键词：悟元子道医馆；鼻病；品牌形象设计；品牌定位；品牌传播

Xuzhou Taoist medicine Center brand integrated communication plan

Abstract：The graduation project is a brand integrated communication planning scheme for Xuzhou Taoist medicine Center, which aims to help Xuzhou Taoist medicine Center to identify the brand positioning, enhance brand image, expand the influence in the field of nasal disease treatment, and improve business performance.

The first part mainly consists of a brief analysis of the project. Through a brief analysis of the customer's basic situation, it is determined that the target is to create and upgrade the brand image of the Xuzhou Taoist medicine Center , formulate the corresponding thematic framework and business operation ideas and operation plans.

The second part is the market research section. Through the analysis of the market environment and the status of its own brands, we found that it is necessary to focus on solving the problems of low consumer trust and low industry recognition. We should use the brand's unique Taoist culture and professional advantages and use the Internet media for brand communication.

The third part is the brand image design. Determined the brand positioning of “a specialist skilled in curing stubborn nasal diseases by using combination of therapy and nursing health” and renamed the brand “Wu Yuanzi Taoist medicine Center” to create an IP image which is named as “Wu Xiaodao” and establish a complete brand identity system

The fourth part is brand communication planning and creative design. Focusing on brand positioning and defining the theme of “skilled in curing nasal diseases”, it is pided into three stages: the promotion of the combination of the Daoist culture and the traditional Chinese medicine culture, the treatment way of combination of therapy and nursing health ,and the establishment of word-of-mouth. After, A scheme consists of detailed offline activity and online communication program has been formulated. Based on it ,we design communication programs such as media and social media, creative design for self-media platform design, brand KV, event posters, etc.

Key words: Wu yuanzi Taoist medicine Center; Nasal diseases; Brand image design; Brand positioning; Brand communication

目 录

摘要 Ⅰ

Abstract Ⅱ

目录 Ⅲ 第一章 项目简介与毕业设计创作说明 01

一、毕业设计选题简析 01

二、毕业设计思路简述 02

三、毕业设计实时操作过程简介 04