摘 要：本次毕业设计我们选择为“追蜂人家”撰写蜂产品新品“闺蜜”系列的设计 及推广方案。

“追蜂人家”由江苏惠生堂食品股份有限公司总经理李耀辉一手创建，目的 是为消费者提供高品质的蜂产品，引导消费者健康生活。通过与李耀辉总经理的 沟通，我们了解到“追蜂人家”成立至今，产品销量不高，品牌得不到推广，口 碑传播是主要途径，产品销量有限。

通过对蜜蜂博物馆、企业员工访谈、问卷调查以及二手资料的收集等手段获 得调研资料，对其深入整理和分析后，我们发现“追蜂人家”的品牌和产品定位 比较模糊，品牌形象不够清晰，不利于消费者认知与记忆。

因此，为明确“追蜂人家”的产品定位，从而带动品牌定位，我们设计出“闺 蜜”系列中高端蜂产品，提出“真材实料，滴滴有效”的品牌口号，并围绕产品 开展一系列线上线下的传播活动，建立起“追蜂人家”和消费者之间的信任桥梁， 加深消费者对“追蜂人家”的消费粘性，最主要是提升“追蜂人家”的品牌知名 度和美誉度。

关键词：“闺蜜”系列；健康生活；新品设计和推广

Xuzhou chasing bee people "Honey " new product plan

Abstract：In this graduation project, we chose to design a bee product family and design a new bee product series.

The “Chasing the Bees” was created by Li Yaohui, the general manager of Jiangsu Huishengtang Food Co., Ltd. The purpose was to provide consumers with high-quality bee products to guide consumers in a healthy life. Through the communication with General Manager Li Yaohui, we learned that since the establishment of the “Chaser Upcome”, the sales volume of the products has not been high, the brand has not been promoted, and word of mouth has been the main way of communication, and the sales volume of the products has been limited.

Through research on bee museums, interviews with enterprise employees, questionnaire surveys, and collection of second-hand data, and after in-depth review and analysis, we found that the brand and product positioning of the “Chaser Hires” is rather vague, and the brand image is not clear enough. Not conducive to consumer cognition and memory.

Therefore, in order to clarify the product positioning of the “beekeepers’ family” and thus to drive brand positioning, we designed a series of high-end bee products for the “girlfriends” series and put forward the brand slogan of “real materials, effective and effective” and launched a product around the product. A series of online and offline communication activities have established a bridge of trust between the “beet chasing people” and consumers, and have deepened consumer stickiness of “chasing the bee hunters”. The main reason is to increase the brand recognition of the chasing bee people. Reputation.

Key Words: "Honey" series; healthy life; new product design and promotion

目 录

摘要 I

Abstract I

目录 II

一 项目简介与毕业设计创作分析

（一） 毕业设计选题简析 1

（二） 毕业设计思路简述 1

（三）毕业设计实际操作过程简述 3

二 市场调查与分析

（一） PEST 分析 3

（二） 蜂产品行业发展现状 5

（三） 蜂产品行业发展趋势分析 5

（四）蜂产品行业发展存在的问题 6

（五）蜂产品行业竞争格局分析 7

（六）蜂产品竞争策略分析 8

（七）主要蜂产品品牌分析总结 8

（八）蜂产品市场消费者分析 9

（九）蜂产品徐州市场调研分析 11

（十）“追蜂人家”产品与品牌分析 12

（十一） SWOT 分析 14

三 新品——“闺蜜”创意设计

（一） 新品定位 16

（二） 新品设计 17

（三） 新品包装设计 20