火锅店广告策划

摘要本次广告策划是针对如何提高皇城老妈火锅在抚顺市场上的占有率,如何进一步提升其在抚顺市场的知名度和美誉度而进行的广告策划，通过此次策划，将使皇城老妈火锅在店面林立的抚顺火锅市场中占有绝对优势,确立其在抚顺第一火锅品牌的地位。通过前期的市场调查研究，分析得出以下结论：１)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。２)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。３)价格是影响火锅消费的重要因素。４)20-50岁的中产阶级是火锅消费的主要来源。５)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，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ABSTRACTTheaimoftheadvertisementishowtopromottheHuangchenglaoma'schafing-dishintheshareonthemarketinFuShunandhowtoincreaseitspopularityintheFuShunmarket,soitcanoccupytheabsoluteadvantageintheFuShunmarketandestablishthepositionforthefirstchafing-dishbrandinFuShun.Fromtheex-periodmarketsurvey,thefollowingconclusionscanbedrawn:1)Sichuanchafing-dishisfamousinChina;thepeopleinthenortheastareaarefondofitsflavour.ItalsohasvastvistasinFushun’schafing-dishmarket.2)Althoughtherearehundredsofchafing-dishchops,twoofwhicharethemostfamousmarks,HuangchenglaomaandDonglaishun.Huangchenglaomaisveryfamous,butitsmarketshareandpopularityarelower.3)Thepriceisanimportantfactortoaffectchafingdishconsume.4)The20-50yearoldmiddleclassisamainsourcethatchafingdishconsume.5)Themostinfluencingmediatothechafing-dishconsumersaretheTVandtheoutdooradvertisement,whichalsoarethemostfavouritemediatoconsumers.Thisadvertisementlaysemphasisonexpressingthegoodtaste、particularmateriaanditincludingthespecialBaShuculture.Thisadvertisementusetheclaimmethodoftheapplicationsensitivefaculty,designingthecircumstancelikethefamily,thefriendgatheringtogether,businesstalkingetc.BecauseHuangchenglaomashopwasestablishedlatelyandhaslowpopularityainFuShun,,thisplandecidespendinghighexpensesinusedingfortheadvertisementoffensiveinordertoexpectthetarget.Keywords:advertisetoplan,thegoalmarket,strategyofadvertisement1目录前言.........................................................................................................................11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”...................................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...................................................................................821.3.3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广告策略与实施................................................................................................133.1确定目标市场............................................133.2广告诉求策略............................................143.3广告创意策略............................................143.4媒体选择................................................153.4.1需要媒体解决的问题（即媒体所要达到的目标）.................153.4.2媒介选择标准.............................................................................153.4.3所选媒介..........................................................