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1、真功夫餐饮管理有限公司营销策略分析目录1、企业现状(Thepresentsituationoftheenterprise)2、目标市场及市场定位(Thetargetmarketandmarketpositioning)3、产品策略(Productstrategy)4、价格策略(Pricingstrategy)5、渠道战略(Channelstrategy)6、促销策略(salespromotionstrategy)Atpresent,kungfurestaurantmanagementco.,LTD.,in369
2、thecountryhadbeenretailchainrestaurant,isthemaximumnumberofstoresinChina,thelargestChinesefastfoodchainenterprisesThepresentsituationoftheenterprisetargetmarket——OrdinaryfamiliesYoungandmiddle-agedwhite-collarworkbusyandpromotingahealthydietmarketpositioning
3、——High-gradeChinesefastfoodofnutrition,deliciousandfastThetargetmarketandmarketpositioningPeoplegrowingdemandforfastfoodWorldfamousbrandproductofnutritionalproblemhasarousedpeople'suniversalquestionThepublicneedgreen,natural,healthynutritionfoodTraditionalCh
4、inesefastfoodcannotbestandardizedproduction,can'tmeetthedemandofworking-classrepastInpeople'sminds,steamingisequaltothenutritionTargetmarketanalysissteamedThesevenbigshortageofthetraditionalwesternfastfoodFoodsafetysystemfromtheAmericanmodelGiveprioritytowit
5、hFriedfoods,highquantityofheat,highfatandhighcholesterolFrenchfriesmaycontaincarcinogenicsubstancesAttheageofthesameproducts,lessdefectinnovationLessproductvariety,littlechoiceVegetablevarietiesco.,LTD.,thetasteisnotpopularwithconsumersEncourageconsumerstoea
6、tmoreOfthesevencharacteristicsofkungfu“evaporate”1.Inheritingtheessenceof"evaporate"cultureinfivethousand2.15strictselectionprocedures,toensurethehighqualityofrawmaterials3.Steamedfoodtemperaturecontrolat101degreesCelsius,isabsolutelysafe4.Accurateproduction
7、flowchartofeachproductinaccordancewiththestandard5.Appropriateretainwater,food,authentic6.Maximumpreservedfoodnutrition7.NationalnutritionistguidancedietarynutritionProductstrategy*15strictselectionprocedures,toensurethehighqualityofrawmaterials*Steamedfoodt
8、emperaturecontrolat101degreesCelsius,isabsolutelysafe*Accurateproductionflowchartofeachproductinaccordancewiththestandard*Nationalnutritionistguidancedietarynutrition*Appropriateretainwater,food
