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南京尚湯八珍面品牌形象提升策劃方案+SWOT分析

時間:2019-07-07 10:23來源:畢業論文
結合尚湯八珍面的自身特色,為其確定了“江南風味的營養面領導者”的品牌形象,同時分兩個階段宣傳,第一階段面向主要目標消費者宣傳它的江南風味的產品,通過一些宣傳促銷方

內容摘要 南京尚湯八珍面成立于2011年,是一家主營“尚湯”、“酸湯”系列湯面的連鎖面館,目前在南京已經有16家分店。此份策劃旨在根據其存在的品牌形象確立及傳播方面的問題,制定針對性的解決方案,達到提升品牌知名度,促進銷售的目的。我們首先根據其產品特色,提煉出品牌形象,然后制定全面的階段性營銷推廣策略。36850
本策劃圍繞南京面館市場調研展開,從江蘇地區中式快餐市場現狀過渡到南京中式快餐市場,重點分析南京面館市場需求和格局,并結合產品自身優劣勢,與競爭對手的比較分析,以及消費者的消費習慣、消費心理等分析,得出尚湯八珍面的優劣勢及機會、威脅,為確定品牌形象,選用合適的營銷傳播策略提供依據。
在市場調研分析的基礎上,我們結合尚湯八珍面的自身特色,為其確定了“江南風味的營養面領導者”的品牌形象,同時分兩個階段宣傳,第一階段面向主要目標消費者宣傳它的江南風味的產品,通過一些宣傳促銷方式增加進店消費,使消費者對品牌形象產生初步認知,逐漸培養好感度。第二階段面向所有受眾傳播其江南風格、韻味、文化,使消費者認可它是江南面的代表,最終達到一提到江南面,就想到尚湯八珍面的目標。當中,結合各階段的營銷戰略,確定每個階段的傳播主題,整合線上線下傳播,運用不同的媒介組合達到最大化的傳播目的。
畢業論文關鍵詞:尚湯八珍面;南京面館市場;品牌策略;營銷策略;傳播策略;廣告創意表現;媒介策略
Summary     Nanjing Shang Tang Bazhen noddles Restaurant was established in 2011, is a main "soup", "sour soup" series of noodles in soup noodle restaurant chain, at present already has 16 branches in Nanjing.This planning aimed at according to its brand image establishment and spread of problems, formulate corresponding solution, to enhance brand awareness, promote the purpose of sales. We first according to its features, refined the brand image, and then develop a comprehensive stage marketing strategy. 源¥自%六:維;論-文'網=www.aftnzs.live
     This plan revolves around Nanjing noodle market research, from the present situation of Chinese fast food market transition to Nanjing in Jiangsu Chinese fast food market, focus on analysis of Nanjing noodle market demand and pattern, combined with the product itself, the advantages and disadvantages compared with competitor analysis, and consumer spending habits, consumer psychology, such as analysis, it is concluded that it is soup. Jane the advantages and disadvantages, opportunities and threats, in order to determine the brand image, choose appropriate marketing communication strategy provides the basis.
    On the basis of analyzing the market research, we combined with the characteristic is still on the surface of the Shang Tang Bazhen , for its identified the "Jiangnan flavor nutrition noodles leader" brand image, at the same time in two stages of publicity, the first stage for its main target consumers propaganda Jiangnan flavor of the product, with some promotion ways to increase into the shop, make consumers to the brand image preliminary cognition, gradually cultivate goodwill degrees. The second stage facing all the audience the Jiangnan style, elegance, the dissemination of culture, make consumers recognized it is representative of the Jiangnan, ultimately achieve the mention of Jiangnan, just think of soup on the surface of the Shang Tang Bazhen .combining every stage of the marketing strategy, make sure each stage the spread of the theme, integrated online communication, using different media combination to maximize the spread of purpose.
Key words: Shang Tang Bazhen noddles Restaurant; Nanjing noodle market ;Brand strategy ;The marketing strategy ;Communication strategy ;Advertising creative performance ;Media strategy 南京尚湯八珍面品牌形象提升策劃方案+SWOT分析:http://www.aftnzs.live/guanli/20190707/35445.html
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