薇诺娜品牌推广探析营销专业

　 题

　目：

　薇诺娜品牌推广探析

　摘要

　 I

　 摘要 在科技日新月异互联网覆盖全球的社会，公众的观念也不更新，关注自己的外在形象不再局限于女性，因而化妆品作为新兴的行业高速发展。国内化妆品品牌化是国内化妆品的必经之路。中国品牌意识逐渐觉醒，无论大型企业或是中小企业都为在激烈角逐的市场占有一席之地而塑造、推广、传播自己的品牌，化妆品品牌的推广也应随这份潮流走向大众的眼中。

　本文搜集相关材料、实地考察、调查问卷等方式的基础上，结合品牌推广行销方面的知识和化妆品行业的发展状况对薇诺娜品牌营销现状进行分析。发现薇诺娜产品定位有差异，推广方式不合理，促销方式落后。薇诺娜作为国内化妆品的品牌面对信息纷杂，数据飞速流通的网络时代必须加快自身品牌的推广，让消费者记住自己的特点与亮点，才能在市场竞争中取得优势。

　关键词：品牌推广；营销策略；薇诺娜

　ABSTRACT

　 II ABSTRACT With the rapid development of science and technology, the Internet covers the global society, and the public"s concept is constantly updated. The attention to their external image is no longer limited to women, so cosmetics as a new industry develops rapidly. The branding of domestic cosmetics is the only way for domestic cosmetics. China"s brand awareness is gradually awakening. No matter large-scale enterprises or small and medium-sized enterprises shape, promote and spread their own brands in order to occupy a place in the fierce competition market. The promotion of cosmetics brand should also go to the eyes of the public with this trend. Based on the collection of relevant materials, on-the-spot investigation, questionnaire and other methods, combined with the knowledge of brand promotion and marketing and the development of cosmetics industry, this paper analyzes the current situation of Winona brand marketing. It is found that there are differences in product positioning, unreasonable promotion methods and backward promotion methods of Winona. As a domestic cosmetics brand, Winona has to speed up the promotion of its own brand and let consumers remember its characteristics and highlights in order to gain an advantage in the market competition.

　Key words: brand promotion;marketing strategy;Winona

　目录

　III

　目 录 本科毕业论文 ........................................................................................ 错误! ! 未定义书签。

　1 绪论 ......................................................................................................................................................... 1 1.1 研究背景 ...................................................................................................................................... 1 1.2 研究目的及意义 ........................................................................................................................ 1 1.3 国内外研究现状 ....................................................................................................................... 1 1.3.1 国内研究现状 ................................................................................................................ 1 1.3.2 国外研究现状 ................................................................................................................ 2 1.4 主要研究内容和研究方法 ..................................................................................................... 2 1.4.1 主要研究内容 ................................................................................................................ 2 1.4.2 主要研究方法 ................................................................................................................ 3 2 理论综述 ................................................................................................................................................ 4 2.1 品牌的概念 ................................................................................................................................ 4 2.2 品牌要素 ...................................................................................................................................... 4 2.3 品牌推广方法 ............................................................................................................................ 4 2.3.1 自媒体推广 ..................................................................................................................... 4 2.3.2 公关推广 .......................................................................................................................... 4 2.3.3 商业广告推广 ................................................................................................................ 4 2.3.4 明星推广 ........................................................................................................................... 5 2.4 薇诺娜品牌概况 ........................................................................................................................ 5 2.4.1 品牌简介 ........................................................................................................................... 5 2.4.2 产品结构 ........................................................................................................................... 5 3 薇诺娜品牌推广现状分析 ................................................................................................................ 7 3.1

　SWOT 分析 .............................................................................................................................. 7 3.1.1 优势分析 ........................................................................................................................... 7 3.1.2 劣势分析 ........................................................................................................................... 7 3.1.3 机会分析 ........................................................................................................................... 8 3.1.4 威胁分析 ........................................................................................................................... 8

　目录

　 IV 3.2 薇诺娜品牌要素现状 ............................................................................................................... 9 3.2.1 包装设计 ........................................................................................................................... 9 3.2.2 品牌口号 ........................................................................................................................... 9 3.3 薇诺娜品牌推广现状 ............................................................................................................. 10 3.3.1 自媒体推广现状 ........................................................................................................... 10 3.3.2 商业广告推广 ................................................................................................................ 11 3.3.3 明星推广模式 ................................................................................................................ 13 3.4 公关推广 ............................................................................................................................ 14 4 薇诺娜品牌推广中存在的问题 ...................................................................................................... 16 4.1 产品结构单一，没有细分 .................................................................................................... 16 4.2 自媒体推广不够新颖 ............................................................................................................. 16 4.3 广告方式单一 ........................................................................................................................... 16 4.4 营销推广不够健全 .................................................................................................................. 17 4.5 公关推广存在缺陷 .................................................................................................................. 17 5 薇诺娜品牌推广途径提升及解决对策 ........................................................................................ 19 5.1 调整产品结构 ........................................................................................................................... 19 5.1.1 产品细分年龄层次 ...................................................................................................... 19 5.1.2 开拓男性市场 ................................................................................................................ 19 5.2 强化自媒体营销 ...................................................................................................................... 19 5.2.1 优化官方网站 ................................................................................................................ 19 5.2.2 增强微博互动营销 ...................................................................................................... 20 5.2.3 善用微信公众号 ........................................................................................................... 21 5.3 引入新的广告推广方式 ........................................................................................................ 22 5.3.1 联动广告推广 ................................................................................................................ 22 5.3.2 增加渠道广告 ................................................................................................................ 22 5.3.3 增加户外移动广告 ...................................................................................................... 23 5.3.4 制作广告曲 .................................................................................................................... 23 5.4 扩大推广范围 ........................................................................................................................... 24 5.5 提高公关推广能力 .................................................................................................................. 24 5.5.1 完善公关团队建设 ...................................................................................................... 24 5.5.2 公关活动借媒体力量 .................................................................................................. 24

　目录

　 V 6 薇诺娜品牌推广的未来发展趋势 .................................................................................