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1、某餐饮品牌新店开业推广方案一、 市场及环境分析1( 品牌现状分析M品牌是国内首家以“鱼”为概念的主题休闲餐厅，在这个日益倡导健康的时代，以鱼为代表的水产品正被越来越多的健康尚人士所追捧。虽然市场整体消费意识上升、消费环境趋好，但M品牌作为新生品牌，在推广初期消费者的认知度几乎为零。并且，在休闲餐饮领域，竞争也日趋激烈，如何在市场现状的基础上做好市场， M品牌首要解决的传播关键就在于品牌的认知度。当然，M品牌品牌自身有也众多利于传播的方面，比如市场定位清晰、品牌个性鲜明、LOGO生动友好、广告语一针见血等。故此，我们只有充分利用现有资源结合市场现状，方能在休闲餐饮行业占据一方市场。2( 新店环境
2、分析M品牌首店开业地处江南新地商业街，是一处集购物、美食、娱乐、休闲为一体的地下商业街，紧临地铁江南西站出口，于2009 年 4 月 29 日正式开业。虽然开业时间不长，但人气较旺，在餐饮品牌中已有大家乐、棒约翰、水果捞等入驻，是典型的地铁经济商圈，拥有极具成长性的商业发展空间。Conference is by Council party research decided held of once important Conference, main task is in-depth learning implement XI General Secretary series importan
3、t speech especially on two learn a do learning education of important indicates spirit, according to Central, and provincial and municipal on in all members in the carried out learn Constitution Party rules, and Speech series, be qualified party members learn the deployment requirements of education
4、, for me two educationwork arrangements, education and guidance directly under the works of party members and further strengthening the conviction in ideal, keeping faithful to the party and set up breeze upright, play, dare, to speed up water conservancy reform and development efforts to provide a
5、strong organizational guarantee. Just now, the XX gay announced municipal water systems two is Fertilization system, units of the party organizationin accordance with the implementation plan, paying careful attention to implementation. The following, according to the spirit of the Central, provincia
6、l and municipal party Committee, and conducted my municipal water system two study and education, I wish to make three points. A, and deep awareness carried out two learn a do learning education of important meaning party of 18 big yilai, to XI comrade for General Secretary of Central, around full s
7、trictly rule party made has series major deployment, played has a strictly rule party of combination fist, has carried out has party of mass line education practice activities, three strict three real topic education, for solution members cadres especially County at level above leaders exists of hig
8、hlight problem, advance full strictly rule party up to has very important of role, tube party rule party lost of Yu wide, and Lost in the loose, soft-lost problem has been greatly improved, ranks the overall quality has been greatly improved. But also toM品牌店处地铁转入口50 米处二楼，有着离主出入口较近的优势，亦由于店处二楼，且不具有大家乐
9、有一楼明显引示空间，故初期也存在不易被消费者注意的问题，因此在引导标识运用上须多加考虑。二、 推广目标鉴于市场环境及M品牌品牌现状，本次首店开业推广活动主要目标包括:1( 通过科学合理的整合传播方案，提高目标受众对M品牌品牌的认知度 ;2( 结合目标受众消费心理，制定兼具互动性与参与度的活动，增强受众对M品牌的友好度 ;3( 为消费者制定具有吸引力的优惠方案，为首店销售业绩提供有力支持。三、 推广策略1( 线上线下，立体宣传 ;Conference is by Council party research decided held of once important Conference, m
10、ain task is in-depth learning implement XI General Secretary series important speech especially on two learn a do learning education of important indicates spirit, according to Central, and provincial and municipal on in all members in the carried out learn Constitution Party rules, and Speech serie
11、s, be qualified party members learn the deployment requirements of education, for me two education work arrangements, education and guidance directly under the works of party members and further strengthening the conviction in ideal, keeping faithful to the party and set up breeze upright, play, dar
12、e, to speed up water conservancy reform and development efforts to provide a strong organizational guarantee. Just now, the XX gay announced municipal water systems two is Fertilization system, units of the party organizationin accordance with the implementation plan, paying careful attention to imp
13、lementation. The following, according to the spirit of the Central, provincial and municipal party Committee, and conducted my municipalwater system two study and education, I wish to make three points. A, and deep awareness carried out two learn a do learning education of important meaning party of
14、 18 big yilai, to XI comrade for General Secretary of Central, around full strictly rule party made has series major deployment, played has a strictly rule party of combination fist, has carried out has party of mass line education practice activities, three strict three real topic education, for so
15、lution members cadres especially County at level above leaders exists of highlight problem, advance full strictly rule party up to has very important of role, tube party rule party lost of Yu wide, and Lost in the loose, soft-lost problem has been greatly improved, ranks the overall quality has been greatly improved. But also to在这个信息爆炸的时代，只有科学的整合传播策略才能令受众记忆犹新; 新店开业前后，我们将结合网络营销传播方案，打造一次有的放矢、全面渗透的品牌传播活动。2( 互动沟通，人气为先 ;有参与才能互动，故此，在活动设置上针对受众心理，便其既感有趣又有收获;站在我方立场，则要达到即有口碑又能让鳗鱼品牌形象深入心的目的。3( 媒体组合，软硬兼施 ;硬
