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正新鸡排促销策划实施方案

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市场营销策划案



正新鸡排广告推广策划方案

院（系）经济管理与法学学院班级12市场营销四班小组成员江惠惠吕宋婷楚伊
学号12015131、12015134、12015151




目录
前言1企业背景······································································································32广告推广目标································································································3
2.1广告推广目的························································································32.2广告推广对象························································································33市场调查分析································································································4
3.1市场分析······························································································4
3.1.1正新鸡排市场环境分析····································································43.1.2正新鸡排市场前景··········································································53.1.3营销环境分析与总结······································································53.2消费者分析···························································································8
3.2.1现有的消费时尚·············································································83.2.2现有的消费者分析··········································································83.2.3消费者具体观点分析·······································································93.3产品分析·····························································································10
3.3.1部分析························································································113.3.2外部分析·····················································································113.4竞争者分析··························································································11
3.4.1潜在竞争者··················································································113.4.2产业竞争者··················································································11
4广告方案策划·······························································································12
4.1广告目标·····························································································124.2广告区域·····························································································124.3广告主题·····························································································124.4广告形式·····························································································135广告计划实施·······························································································13
5.1部方案································································································135.2外部方案·····························································································136广告预测效果·······························································································147广告预算·····································································································148结束语········································································································169附录1·········································································································16附录2········································································································18





前言

现在人们会利用假日进行旅游、聚会、社交等各种休闲活动，这时小吃往往是人们必会选择的美食之一。如果经营者能充分利用假日的休闲消费策划一个好的广告推广主题，必然会给企业带来好的经济效益。就目前经营中的正新来看，主打品之一的鸡排是以较为单一的美食派系为主题进行经营，经营优势并不明显。而其中，值得关注的是，正新加盟店促销活动深受消费者青睐，经营管理优势明显。因此，应把此容列为本次策划工作当中的竞争点。若在管理优势、促销活动优势、综合性优势等为主要卖点展开广告营销工作，抓住元旦这一时机，必将掀起饮食消费的热潮。为了迅速占据市场，提高正新鸡排在的知名度，赢得广大消费者的信任和认可，实现长久生意兴隆的目的，为达到此目的特拟定此方案。


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