花西子营销推广项目策划书

摘要

随着中国社会经济体系的逐渐完善，我国人民消费水平有显著的提高，由于经济的持续增长，从2000年开始我国的化妆品行业进入了快速成长期，化妆品行业发展呈上升趋势，国产彩妆更是迎来了“黄金时代”，越来越多的消费者更注重选择国产的化妆产品，“花西子”就是最典型的例子。2017年，杭州地区出现了一个从来没听说的国产彩妆品牌“花西子”，花西子的以“东方彩妆，以花养妆”为理念，打造了一款又一款受消费者追捧的产品。花西子品牌主要探索中国千年历史的养颜智慧，针对东方女性的肤质特点，用传统的形式以花卉精华与中草药提取出的成分，研发了一系列的彩妆，给消费者打造更健康、更合适的彩妆产品。

营销方案消费水平以及品牌营销推广是现代商业活动的一种，将策划结合市场的大数据,有针对性的使用在品牌营销活动中，这种形式就是品牌营销策划。营销推广的策划案在现社会的商业活动中的使用已经相当普及，各种种类型的品牌营销推广策划案为商业活来了巨大的效益。品牌营销策划的目的是提供给企业的品牌销售活动一个有针对性地指导方案，使品牌营销活动更具有效率性，达到预期效果的效益目标，成功塑造品牌形象，让传播效果更好，从而达到品牌销售量的提高。本文主要分四个部分内容，第一部分介绍项目背景，包括花西子品牌的市场现状分析和花西子项目可行性的分析；第二部分研究花西子新媒体的运作方式，通过花西子的直播方式和花西子的运营方式进行研究；第三部分谈论花西子策划书的设计，包括营销方案和推广方案；第四部分阐述花西子项目的未来发展和未来趋势。

关键词：国产彩妆；黄金时代；花西子；品牌营销推广；品牌形象

Abstract

With the gradual improvement of China's social and economic system, China's people's consumption level has significantly improved. Due to the sustained economic growth, China's cosmetics industry has entered a period of rapid growth since 2000. The development of the cosmetics industry is on the rise. Domestic cosmetics ushered in a "golden age". More and more consumers pay more attention to choosing domestic cosmetics products, "Huaxi" Zi "is the most typical example. In 2017, huaxizi, a domestic cosmetics brand that has never been heard of, appeared in Hangzhou. Huaxizi, with the concept of "Oriental cosmetics and flower nourishing cosmetics", has created one product after another that is popular with consumers. Hua Xizi brand mainly explores the wisdom of China's millennial history, aiming at the skin characteristics of Oriental women, and developing a series of make-up products with traditional forms of flower essence and Chinese herbal medicine, and creating a healthier and more suitable cosmetics product for consumers.

The consumption level of marketing plan and brand marketing promotion are one kind of modern commercial activities. The planning is combined with the big data of the market and used in the brand marketing activities pertinently. This form is brand marketing planning. Marketing promotion plans have been widely used in the commercial activities of the present society. Various types of brand marketing promotion plans have brought great benefits to the commercial activities. The purpose of brand marketing planning is to provide a targeted guidance scheme for the brand marketing activities of enterprises, to make the brand marketing activities more efficient, to achieve the expected effect of the benefit goal, to successfully shape the brand image, to better the communication effect, so as to achieve the increase of brand sales volume. This paper is divided into four parts. The first part introduces the background of the project, including the analysis of the market situation of huaxizi brand and the feasibility of huaxizi project; the second part studies the operation mode of huaxizi new media, through the direct broadcast mode and the operation mode of huaxizi; the third part discusses the design of huaxizi planning book, including the marketing scheme and promotion The fourth part describes the future development and