广告策划毕业论文--火锅店策划书

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1、广告策划毕业论文一火锅店策划书摘要木次广告策划是针对如何提高XXX火锅在XXX市场上的占有率如何进一步提升其在XXX市场的知名度和美誉度而进行的广告策划通过此次策划将使XXX火锅在店面林立的XXX火锅由场屮占有绝对优势确立其在XXX第一火锅品牌的地位通过前期的市场调查研究分析得出以下结论1四川火锅热遍大江南北其特殊口味也深受东北人的喜爱在XXX地区同样有着广阔的市场前景2XXX火锅市场上有店铺上13■家但只有XXX和东來顺两大名牌XXX作为名牌火锅虽然有着很高的美誉度但其市场占有率和知名度却很低3价格是影响火

2、锅消费的重要因素420-50岁的屮产阶级是火锅消费的主要来源5电视和户外广告是对餐饮消费者最具影响力的媒介也是消费者最为习惯的媒介本次广告侧重宣传XXX火锅的口味正宗原料地道以及其承载的独特巴蜀文化底蕴运用感性的诉求方式设计家庭亲朋和聚商务会谈等场景加以表现针对皇城XXX店成立时间较晚知名度低的特点此次策划决定投入大笔费用用于广告攻势以达到预期目标关键词广告策划目标市场广告策略ABSTRACTTheaimoftheadvertisementishowtopromottheHuangchenglaomascha

3、fing-dishintheshareonthemarketinFuShunandhowtoincreaseitspopularityintheFuShunmarketsoitcanoccupytheabsoluteadvantageintheFuShunmarkctandestablishthepositionforthefirstchafing-dishbrandinFuShunFromtheex-periodmarketsurveythefollowingconclusionscanbedrawn1Si

4、chuanchafing-dishisfamousinChinathepeopleinthenorthcastareaarefondofitsflavourltalsohasvastvistasinFushunschafing-dishmarket2Althoughtherearehundredsofchafing-dishchopstwoofwhicharethemostfamousmarksHuangchenglaomaandDonglaishunHuangchenglaomaisveryfamousbu

5、titsmarketshareandpopularityarelower3Thepriceisanimportantfactortoaffectchafingdishconsume4The20-50yearoldmiddleclassisamainsourcethatchafingdishconsume5Themostinfluencingmediatothechafing-dishconsumersaretheTVandtheoutdooradvertisementwhichalsoarethemostfa

6、vouritemediatoconsumersThisadvertisementlaysemphasisonexpressingthegoodtastcparticularmateriaanditincludingthespecialBaShucultureThisadvertisementusetheclaimmethodoftheapplicationsensitivefacultydesigningthecircumstancelikethefamilythefriendgatheringtogethe

7、rbusinesstalkingetcBecauseHuangchenglaomashopwasestablishedlatelyandhaslowpopularityainFuShunthisplandecidespendinghighexpensesinusedingfortheadvertisementoffensiveinordertoexpectthetargetKeywordsadvertisetoplanthegoalmarketstrategyofadvertisement刖S11背景分析21

8、1企业介绍2com营历史2com模2com营理念岁岁年年滋味如一2com营风格川人川味樹地蜀风3com务品质自然朴实真诚负责3com理务实精进追求卓越3com誉4com营文化412产品分析5com材料特点5com用途5com质量5com价格6com文化附加值6com时尚关系6com场占有率713目标消费者分析7com规模7com特征8com惯9com理9com媒体习惯9com对产品和时尚的态度101