“小食客”快餐餐馆综合策划书-smile策划小组

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1、报告对象：小李编号：010密级：机密总页数：15“小食客”快餐餐馆综合策划书策划人：smile小组成员：马瑞（组长）张俐马佳丽张红陈微微殷毅策划完成日期：2011年12月20日策划实施日期：2012年3月--4月前言随着社会的高速发展，人们生活水平提高了，工作任务繁忙，少有自己做饭的时间，餐饮业进入了蓬勃发展的时代。现在消费者对于食品的要求越来越高，食品不仅要味道好，更要新颖、美味、健康、快捷。如何抓住消费者的胃、留住消费者的心更是获得消费者支持的关键。快餐要赢得消费者的认可和信赖，就需要有自身的特色

2、、与众不同之处。“小食客”快餐店是一个集快捷、新颖、美味、健康与一体的快餐店，能够很好地满足消费者的需要，它以高校学生，上班族职工和小商业从业人员为服务对象。向他们提供快速、便捷、营养健康的速食快餐的优质服务是“小食客”努力的方向。经过市场调查分析我们得知，现学校附近营业的餐馆少有特色产品，且大多没有外送服务，无法更好地满足消费者想吃但不想出门的想法。而“小食客”以一种新的形式推出，齐全的种类、美味的饭食、实惠的价格以及快捷的外送会使顾客爱上“小食客”，周到的服务更会使顾客宾至如归。“民以食为天”，和

3、人们生活息息有关的“食”自然是重中之重。而生活环境的变化，为快餐业的发展带来了契机。摘要“小食客”秉承全心全意为顾客服务的宗旨，尽最大的可能满足消费者的需求。“小食客”通过对消费者的收入水平和购买习惯的分析，以及对我们的产品的价格、渠道、环境等多方面的考虑，将我们的价格敲定在学生、与普通工作人员的支付能力范围之内。我们还推出了众多的特色食品、套餐，并策划一系列的促销活动，使“小食客”迅速融入市场，得到消费者的认可。目录一、策划目标····································

4、················11.策划目标·························································12.产品目标·························································13.活动目标·························································14.渠道目标······································

5、···················15.销售目标·························································16.调查分析·························································1一、营销环境分析················································21.微观环境··········································

6、···············22.宏观环境·························································33.SWOT分析························································34.其他影响因素·················································4二、市场策划············································

7、·········51.市场细分························································51.目标市场························································52.市场定位························································5一、营销组合策划··············································

8、·51.产品策划························································52.价格策划························································63.渠道策划························································64.促销策划································