进军重庆餐饮行业策划书

《进军重庆餐饮行业策划书》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、前言随着重庆地区经济的不断发展，重庆餐饮行业也随之火热起来。李氏集团是一个资金雄厚，经验丰富的实力集团，我们智点营销策划公司能够帮助李氏集团进军重庆餐饮业，感到十分荣幸。经过之前的调查问卷报告和市场定位报告，相信我们与李氏集团的合作也更亲近了一步。现在我们已经迎来关于李氏集团进军重庆餐饮市场4p组合的策划，4p组合策划书主要分为四个部分，产品策划、价格策划、分销渠道策划、促销策划。为使整个项目更顺利地得到推广和销售，并使李氏集团与智点营销策划公司之间的合作更为默契和协调，保证各项工作不因双方沟通不足而造成停滞，特根据目前情况制定此4p组合策划书。好的策划离不开前期的

2、调研，只有了解市场才能更好的做好市场。我们只有准确的把握市场，创造出符合市场定位，满足市场需求，才能使我们的菜品在激烈的餐饮行业竞争中站稳脚跟。我们通过市场调查问卷以及对李氏集团进军重庆餐饮行业的市场定位，得出了一些我们对重庆餐饮行业的看法和观点以及对本项目的理解和建议，但这只是彼此之间所有工作的初步尝试，我们将在此基础上与贵公司密切沟通和交流，希望将我们的合作不断深化下去。随着李氏集团进军重庆餐饮行业此项目的各项目顺利进行，同时依托政府政策的利好改变、餐饮行业的不断发展，本项目即将进入紧张的4p组合策划。我们在对此项目保持信心的同时，也应该随时做好迎接市场挑战的准

3、备，下面我们就项目的整合推广与市场营销做出定性定量的安排，而且我们将预留调整和补充的空间，从而保证高效高质地完成此次策划任务。38目录概要提示···························································3正文·······························································4一、环境分析·························································4（一）微观环境··················

4、···································4（二）宏观环境······················································4（三）SWOT分析·····················································5二、市场定位·······················································5（一）市场细分的标准和方法·········································5（二）具体的细分

5、市场················································638（三）目标市场的选择················································6（四）市场定位······················································8三、4P组合策划······················································9（一）产品策划··········································

6、·············9（二）价格策划······················································13（三）分销渠道策划··················································22（四）促销策划·····················································25人员分配··························································34结束语···················

7、·········································3538概要提示重庆的人口分布为城市核心区与都会区全区，庞大外来人口带来的早餐、中餐之快餐业务，正餐之各菜系业务已成为推动中国餐饮的重要力量。从环境分析、市场定位、4P组合三个方面为李氏集团进军重庆餐饮市场提出了有效建议。我们智点营销策划公司对重庆餐饮市场的环境分别从宏观环境、微观环境、SWOT分析三个方面做了分析。采用二元细分法，根据消费者的个人月收入以及消费者所追求的利益这两个标准，将重庆餐饮市场分为了15个细分市场。最后我们选择市场集中化模式，个人月收入2000—4000元的