吉不可失时不再来——2020年王老吉品牌形象传播推广策划案
摘 要
人们的消费水平与品位随着时代的发展逐步上升，顾客对茶类饮料的需求也随之增大。 市面上的饮料种类繁多，在近年饮料行业进入结构调整期的背景下，碳酸饮料的下滑早已是有目共睹， 而作为健康饮品的代表，百年品牌王老吉则再次绽放光彩。这则与王老吉近期推行的发展战略有着紧密关联。 围绕王老吉的“青春正当红”的理念，提出“吉不可失时不再来”这一概念，通过以微博、快闪店为主的线上线下活动，向广大年轻消费者传播王老吉的青春正能量形象。
本策划案将通过对王老吉的市场现状及竞争对手状况的分析，结合品牌特点， 运用当下流行的互动营销等营销方式，围绕王老吉品牌年轻化的新形象，进行推广。以提高该品牌在年轻一代消费者中的知名度和市场份额，获得更加全面广泛的宣传。
关键词：王老吉；茶饮料；品牌形象；年轻化
2020 Wong Lo Kat brand image promotion plan Now or never
ABSTRACT
With the advancement of the times, the consumption level and taste of the people have increased, and tea beverages have shown very strong customer demand. There are many types of beverages on the market. In the context of the beverage industry entering a period of structural adjustment in recent years, the decline of carbonated beverages has been obvious to all. As a representative of health drinks, the century-old brand Wong Lo Kat is once again shining. This is closely related to the development strategy of the “Four Modernizations” of Guangyao Pharmaceutical Group and the “pin” development strategy combining “fashion, technology and culture” that Wong Lo Kat has been pursuing. Focusing on Wong Lo Kat #39;s concept of 'youth is just as popular', he put forward the concept of 'don#39;t come when you can#39;t lose it.' Through online and offline activities mainly on Weibo and pop-up stores, Wong Lo Kat #39;s youth positive energy image will be spread to the masses Young consumers.
This plan will analyze the current situation of Wong Lo Kat #39;s market and competitors#39; conditions, combine brand characteristics, and use the current popular interactive marketing and other marketing methods to promote the new image of Wong Lo Kat #39;s younger brand. As a result, the brand#39;s popularity and market share among the younger generation of consumers have been increased, and it has been widely publicized.
以上是毕业论文文献综述，课题毕业论文、任务书、外文翻译、程序设计、图纸设计等资料可联系客服协助查找。
