摘 要:本次毕业设计是针对《申江服务导报》旗下的生活方式概念店——喜马拉雅 艺术中心申活馆旗舰店，为其策划品牌营销，以此促进消费者对其品牌理念的认 可与喜爱，明确品牌形象，提升品牌知名度。

通过市场调研，我们分析了消费者的基本状况，相比竞争对手，申活馆有以 下缺点：品牌形象模糊；品牌知名度弱；产品力不够，缺乏主打的特色产品等。 但申活馆最大的优势在于它的旗舰店聚集了 11 个生活体验馆，定期推出的申活 沙龙活动，为渴望艺术生活的群体提供了很好的平台。所以，整个策划案也将围 绕着申活馆喜马拉雅艺术中心的旗舰店展开。

我们首先修改并明确了申活馆的品牌定位，致力于在上海打造出一个大型的 创新型的独特的塑造 “艺术生活的体验空间”这一品牌形象，践行“让每一位 消费者成为生活的艺术家”的品牌理念，树立极具艺术感的生活概念店的意识， 将“用艺术唤醒生活”作为年度营销活动的传播主题。主推申活馆旗舰店所拥有 的 11 个生活体验馆，为其打造明星产品“申·体验者”，制定特色课程表，与竞 争对手形成差异化。在传播手段上，采用了线上线下的方式，同时开展了长达半 年的、极具针对性的营销活动，旨在促进消费者对品牌的认知与接受，培养申活 馆的忠实顾客群体，扩大其在上海地区的影响力。

关键词：申活馆旗舰店；生活方式概念店；申活沙龙；品牌形象

"Shen Huo Shop" flagship store brand marketing plan in Shanghai in 2018

Abstract:This graduation design is aimed at the concept store of life style under the subordinate of <<Shen Jiang service guide>>, the flagship shop of Himalaya Art Center Shen Huo Shop designed brand marketing plan for it, in order to enhance the consumer's contact and cognition to its brand image and enhance its brand awareness in Shanghai.

Through the market research, we analyzed, compared with the competitors, Shen Huo Shop has the following shortcomings: the brand image is blurred; it has the reputation, but very weak; the product strength is insufficient, the variety is complex, the brand is short of the characteristic products. But the main advantage of the Shen Huo Ship is that its flagship store has gathered eleven life experience pavilions, providing a good platform for the people who want to live in art. Therefore, the whole plan will also revolve around the flagship store of Himalaya Art Center.

Firstly ,we amend and clarify the brand positioning of the Shen Huo Shop , and strive to create a large, innovative and unique brand image of "the experience space of art life" in Shanghai, and establish a very artistic sense of life concept store. The 11 living experience pavilions in the flagship shop of the main push Shen Huo Shop, to create a star product "Shen experience", make a special curriculum schedule , form a difference with the competitors. In terms of means of transmission, we have adopted the online and offline approach, to enhance brand awareness rapidly. At the same time, a half year, highly targeted marketing campaign was carried out to promote consumers' recognition and acceptance of the brand, to cultivate the loyal customer group of the Shen Huo Shop and to expand its influence in the Shanghai region.

Key words: Shen Huo Shop flagship     store; lifestyle  concept store; Shen huo haron; brand image

目录

第一部分 广告主与项目基本情况介绍 1

一、 广告主确定及初步沟通 1

二、 项目执行方案 3

三、思维导图 3

第二部分 市场调研分析 4

一、 宏观环境分析（PEST 分析） 4

二、上海地区的生活方式概念店行业分析 6

三、品牌分析 7

四、消费者分析 11

五、竞争者分析 18

六、SWOT 分析 22