摘要：由于康诚一品电子烟在国内上市不久，企业过去在品牌推广中所投入的费用占整体营销运作成本的份额较少。而且对产品的宣传理念过于局限等问题，导致其未能在国内广大消费者心目中产生较大的品牌影响力。本策划将针对以上问题推出四套品牌推广方案，当中以公关活动为主要的推广方式。其中包括主题活动、产品展会、促销活动、公益活动。在每个公关活动中辅以传统广告方式进行深度推广，其中包括电视广告、报纸广告、杂志广告、商场POP。通过全方位的立体式推广，塑造康诚一品电子烟“高技术、高品质、高效用”的品牌形象，提高消费者对产品的认知度、信赖感、美誉度，最终提升康诚一品电子烟在国内市场的品牌知名度。

关键词:电子烟，品牌推广，策划

Abstract：The Kingsong electronic cigarette in the domestic market has lasted shortly, in the past to promote the brand in the cost of inputs to the proportion of operating costs in the marketing is not high, and product promotion concept is too limited and other issues, leading to its failure to the minds of the majority of domestic consumersbrand influence. This planning will be targeted more than the launch of four brand extension programs, as the main way to promote public relations activities, theme activities, including product exhibition, promotional activities, public service activities. Supplemented in each public relations activities in-depth promotion of traditional advertising methods, including TV commercials, newspaper ads, magazine ads, shopping malls, the POP. Through a full range of promotion, shaping the  the brand image of Kingsong electronic cigarette as high-tech, high-quality, high efficiency ,increase consumer product awareness, a sense of trust, reputation, and ultimately enhance the electronic cigarette in the domestic market brand awareness.

Keywords: Electronic cigarette，Brand promotion，Plan

每一阶段的推广活动完成后，需对其结果进行评估，以检验广告、促销活动是否达到预期目标及预算是否合理并为下一期的宣传策划提供市场依据。对于阶段性的评估，一方面可以通过促销推广活动参与人数、广告收看人数、赠品发送情况、销量变动情况等具体数值来衡量消费者对广告以及推广活动的反应程度。另一方面可以通过消费者的品牌态度，包括品牌认知、品牌形象、品牌忠诚等一系列指标的变化来评测一段时间内品牌推广实施的效果。总的来说，可以通过以下的销售额测评方法和知名度测评方法进行效果评估：

1.销售额测评方法：一方面以企业提供的销售回款额为主要根据，另一方面以权威媒体销量统计及收视报告等信息作为辅助依据，对销售状况进行动态测评及策略建议。

2.知名度测评方法：每周六、日对目标对象进行拦截式访问，每周样本200份，每月800份，对访问结果进行综合统计、评议；每月进行适量的消费者电话访谈或者举办消费者座谈会，针对知名度及美誉度状况进行动态测评及策略建议。