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滿堂紅餐飲品牌形象提升策劃方案

時間:2019-06-16 11:05來源:畢業論文
我們為滿堂紅的產品提出了獨特的訴求點,力圖將滿堂紅品牌打造成餐飲業“粗糧細做”的標桿。我們為滿堂紅制定了一整個年度的營銷策劃

內容摘要我們此次策劃案的對象是大連滿堂紅餐飲管理連鎖有限公司, 主要進行了滿堂紅品牌形象提升策劃和營銷策劃。我們在仔細研究了滿堂紅餐飲的企業實力和相關情況后, 決定此次營銷傳播的區域為遼寧地區。首先,我們有針對性地對滿堂紅餐飲營銷大環境進行了分析。在明確了可能的目標消費群體以及滿堂紅品牌現狀后,我們進一步確定了品牌定位,抓住營養、健康、美味的本質需求,對品牌再定位——百姓健康的“精制”加工坊。基于品牌發展和產品價值提升的需要,我們設計了全新的品牌標志和統一的企業識別系統;我們為滿堂紅的產品提出了獨特的訴求點,力圖將滿堂紅品牌打造成餐飲業“粗糧細做”的標桿。我們為滿堂紅制定了一整個年度的營銷策劃。產品上,為改變原先產品形式較為單一的缺點,我們提出了組合套餐,豐富消費者對產品種類的選擇;定價上,我們采取適中的定價策略,并且會有較大的折扣力度;渠道上,著力完善加盟管理和推廣的相關細節;促銷上,利用新媒介促進銷售。為提升滿堂紅品牌形象,我們策劃了美食節活動,通過美食的盛宴,將文化融入美食,傳達一種食粗糧更健康的理念,使滿堂紅品牌深入消費者內心。通過以上的品牌提升策劃和營銷策劃,大力提高滿堂紅品牌的認知度和知名度,提升滿堂紅品牌形象,讓消費者明確品牌形象和價值;同時提升產品的銷售量,增加市場份額。最后,通過一年的發展,滿堂紅餐飲朝著以大連地區為中心,逐漸向遼寧省輻射的戰略目標邁進。36348 源¥自%六:維;論-文'網=www.aftnzs.live
畢業論文關鍵詞:品牌提升;營銷策略策劃;粗糧細做;粗糧文化;
SummaryThe object of the case what we planned is Dalian Mantanghong Chain Restaurant Management,mainly for Mantanghong brand image promotion planning andmarketing planning.We carefully studied the strength of Mantanghong Chain Restaurant ManagementEnterprise ,and then decided marketing communications would be carried on inLiaoning. First, we have analyzed the marketing environment of Mantanghong ChainRestaurant Management. After figuring out the potential target consumer groupsand Mantanghong brand status,we further identified the brand positioning, to seize thedemand for nutrition, health, delicacy in nature, we repositioned brand - Processingworkshop which.refines the health of the people.Considering the need of branddevelopment and product upgrading , we designed a new logo and a unified corporateidentity system; we present a unique selling point of the product for the MantanghongChain Restaurant Management. We try to make Mantanghong the symbol of "coarsegrains doing fine"in the catering industry.We developed a marketing plan for Mantanghong lasting a whole year.Aboutproducts, in order to change the disadvantage that the form of original product isrelatively single,we put forward the product portfolio to abundant consumer’s choiceof products;On the pricing, we take the moderate pricing strategy, and there will be agreater discount; On the point of promotion channels, we focus on perfecting relevantdetails of franchise management and promotion; In terms of promotion,we would takeadvantage of new media to promote sales promotion.In order to enhance the brand image,we planed the Food Festival, throughgourmet feast, by uniting the culture into the food, to convey an idea of eating morehealthy with more whole grains, so Mantanghong brand would win support among thepeople.Through the above brand planning and marketing planning,the awareness andreputation of Mantanghong would be vigorously improved.By improvingMantanghong image,let the consumer clearly know its brand image andvalue;Meanwhile, product sales and market share would be increased.Finally, throughthe development for a year, Mantanghong gradually expaned to liaoning province inthe centre of dalian. 滿堂紅餐飲品牌形象提升策劃方案:http://www.aftnzs.live/guanli/20190616/34752.html
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