正新鸡排促销策划方案.doc

(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张楚伊学号12015131、12015134、120151510页第正新鸡排广告推广策划方案目录前言1企业背景·············································42广告推广目标····································································································53市场调查分析······················································································································································································································································································································································································131页第正新鸡排广告推广策划方案4广告方案策划······················································································································································································155广告计划实施··············································································································156广告预测效果······································167广告预算············································168结束语···············································189附录1················································19附录2···············································20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2页第正新鸡排广告推广策划方案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,应把此内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。为了迅速占据巢湖市场,提高正新鸡排在巢湖的知名度,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。