策划与设计、渠道（Planning and design, channel）.docVIP

策划与设计、渠道（Planning and design, channel） IKEA brand planning scheme Leader: Han Wenjing Crew: Sun Daliang Wang Na Huang Yan Li Ling Xu Jing abstract A project overview The background of the implementation of two projects Three, project planning scheme Four, the objectives of the project Preface The first part is the analysis of the overall market environment An analysis of market environment, Home Furnishing (1) Wuxi Home Furnishing market analysis (two) consumer analysis (three) competitive analysis (four) SWOT brand analysis Two, brand strategy (a) brand positioning (two) the core value of the brand (three) brand culture (four) the brand image (five) the brand appeal Plan three, brand integrated communication (a) advertising (two) interactive marketing (three) public relations (four) experiential marketing (five) emotional marketing Four, brand maintenance and monitoring (a) brand maintenance (two) the effect of monitoring Five, the effect of cost budget and forecast (a) the project cost budget (two) the project is expected to effect forecast A project overview Wuxi Jieyi creative company is IKEA Home Furnishing June 2012 one in a creative subsidiary company in Wuxi, IKEA Home Furnishing using existing resources, preliminary will easily create a creative company for the family to provide convenient, space saving, beautiful home supplies company. The background of the implementation of two projects There are a lot of domestic creative companies is fierce, and the competition between the creative Home Furnishing. Creative Home Furnishing many companies, for example, Nanjing good home to enjoy the creative design, Home Furnishing park is located in Wuxi Chongan District, Haier intelligent Home Furnishing, and initially entered the Chinese market Honeywell. In order to help the development of small and medium-sized enterprises, with the competition spirit, we will be in June 2012 with IKEA Home Furnishing company in Wuxi in the domestic famous regional characteristics o