贵州毕业设计（论文）课题：“Forever Love'”IDo钻戒广告策划系(院)艺术设计系专业：广告设计与制作班级：学号：姓名：指导老师：2021年05月1摘要品牌文化塑造具有着重要的地位在现代企业文化发展建设过程中，在竞争日益激烈的现代珠宝市场发展中，IDo钻戒以情感为依托，提出“时光约“内容作为品牌的主要输出力量。作为在全球中首个明确提出要把钻戒重新定位成婚戒的高端钻石品牌，这又无疑是一次极为大胆创新的时代跨越探索和成功尝试。关于IDo品牌的营销及策划能以予给我们带来很大方面的启示，具有研究应用价值和意义。本系列研究的课题目的主要为了了解IDo钻戒品牌行情，通过对整个珠宝行业及其在国内行业宏观环境变化的实证分析，明确阐述了目前IDo钻戒品牌所处于怎样的宏观市场环境，运用SW0T分析法进一步了解各品牌产品的优劣势，再分别结合企业、消费者、竞争对手进行分析后提出ID0品牌的品牌营销发展策略，明确具体的战略目标并给出建议。最后，关于一个品牌的品牌定位及品牌营销传播策略以及如何在产品、渠道、价格和促销中合理的进行并对可能引发的问题提出良好的解决办法和建议。让品牌的品牌营销的策划工作在这个当下显得更能够的顺应整个市场变化的发展趋势，焕发品牌活力。关键词：钻戒品牌，SW0T分析，4p营销策略，品牌定位AbstractBrand culture shaping plays an important role in the development and construction ofmodern enterprise culture,in the increasingly fierce competition in the development of modernjewelry market,I Do diamond ring based on emotion,put forward the "time about"content as themain output power of the brand.As the first high-end diamond brand in the world to clearly putforward to reposition the diamond ring as a wedding ring,this is undoubtedly a very bold andinnovative era across exploration and successful attempt.I Do brand marketing and planning cangive us a lot of enlightenment,with research and application value and significance.The mainpurpose of this series of research is to understand the market of I Do diamond ring brand.Through empirical analysis of the macro environment changes of the whole jewelry industry andthe domestic industry,it clearly expounds the current I Do diamond ring brand in what kind ofmacro market environment,the use of SWOT analysis to further understand the advantages anddisadvantages of each brand products,and then combined with enterprises,consumers,competitors to analyze the proposed I Do brand marketing development strategy,clear specificstrategic objectives and give suggestions.Finally,about the brand positioning and brandmarketing communication strategy of a brand and how to carry out reasonable products,channels,prices and promotion,and put forward good solutions and suggestions to the problemsthat may arise.Let the brand marketing planning work in this moment seems to be more able toadapt to the development trend of the whole market changes,coruscate brand vitality.Keywords:diamond ring brand,SWOT analysis,4P marketing strategy,brand positioning2