火锅店广告文案Word格式文档下载.docx

1、通过前期的市场调查研究，分析得出以下结论：）四川火锅热遍大江南北，其特殊口味也深受东北人的喜爱，在抚顺地区同样有着广阔的市场前景。）抚顺火锅市场上有店铺上百家，但只有皇城老妈和东来顺两大名牌，皇城老妈作为名牌火锅，虽然有着很高的美誉度，但其市场占有率和知名度却很低。）价格是影响火锅消费的重要因素。）20-50岁的中产阶级是火锅消费的主要。）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。本次广告侧重宣传皇城老妈火锅的口味正宗，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、亲朋相聚、商务会谈等场景加以表现。针对皇城抚顺店成立时间较晚、知名度低的特点，

2、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 ABSTRACT The aim of the advertisement is how to promot the Huangchenglaomas chafing-dish in the share on the market in FuShun and how to increase its popularity in the FuShun market,so it can occupy the absolute advantage in the FuShun market and establ

3、ish the position for the first chafing-dish brand in FuShun. From the ex- period market survey ,the following conclusions can be drawn: 1）Sichuan chafing-dish is famous in China;the people in the northeast area are fond of its flavour.It also has vast vistas in Fushuns chafing-dish market.2）Although

4、 there are hundreds of chafing-dish chops,two of which are the most famous marks, Huangchenglaoma and Donglaishun.Huangchenglaoma is very famous ,but its market share and popularity are lower.3） The price is an important factor to affect chafing dish consume. 4） The 20-50 year old middle class is a

5、main source that chafing dish consume. 5）The most influencing media to the chafing-dish consumers are the TV and the outdoor advertisement,which also are the most favourite media to consumers.This advertisement lays emphasis on expressing the good taste、particular materia and it including the specia

6、l BaShu culture. This advertisement use the claim method of the application sensitive faculty, designing the circumstance like the family, the friend gathering together, business talking etc.Because Huangchenglaoma shop was established lately and has low popularitya inFuShun, ,this plan decide spend

7、ing high expenses in useding for the advertisement offensive in order to expect the target. Keywords: advertise to plan,the goal market, strategy of advertisement 目 录 前言 . 1 1背景分析 . 21.1企业介绍 . 21.1.1企业经营历史 . 21.1.2企业规模 . 21.1.3企业经营理念：“岁岁年年 滋味如一” . 21.1.4企业经营风格：“川人川味 蜀地蜀风” . 31.1.5企业服务品质：“自然朴实 真诚负责”

8、. 31.1.6企业管理：“务实精进 追求卓越” . 31.1.7企业信誉 . 41.1.8企业经营文化 . 41.2产品分析 . 51.2.1产品原材料特点 . 51.2.2产品的用途 . 51.2.3产品的质量 . 51.2.4产品的价格 . 61.2.5产品的文化附加值 . 61.2.6产品与时尚关系 . 61.2.7产品市场占有率 . 71.3目标消费者分析 . 71.3.1消费者规模 . 71.3.2消费者特征 . 81.3.3消费习惯 . 91.3.4消费心理 . 91.3.5消费者媒体习惯 . 91.3.6消费者对产品和时尚的态度 . 101.4竞争状况分析 . 101.4.1企业竞争对手比较 . 101.4.2企业竞争对手广告比较 . 112广告目标及主题 . 122.1广告目标 . 122.2广告主题：“走进老四川” . 133广