【文章內(nèi)容簡介】
:現(xiàn)磨咖啡、花式精致冰啡、香滑奶茶、特式風(fēng)味茶、天然花茶、精美飲品、鮮榨果汁、雪糕新地、滋潤甜品等等。 For example: freshly ground coffee, fancy exquisite ice brown, creamy milk, Typical flavor tea, natural tea, exquisite drinks, freshly squeezed juices, ice cream sundaes, moist desserts and more. 五、市場營銷策略 V. Marketing Strategy 1 . 1. 品牌策略: Brand Strategy: “明月西餐廳”這個(gè)店名易記,易讀,好聽。 Moon Cafe This name easy to remember, easy to read, nice. “明月”一詞可以 Moon could be 營造典雅的個(gè)性氛圍傳播快捷,符合目標(biāo)市場消費(fèi)者的消費(fèi)需求。 To create an elegant atmosphere personality spread quickly, in line with the target market consumer demand. 而且招牌的字體設(shè)計(jì)要美觀大方,要具有獨(dú)特性;易吸引人的注意。 And signs font design to elegant, to be unique。 easy to attract attention. 2. 價(jià)格策略: (2) Pricing Strategy: ( 1 )主要走中低檔價(jià)格策略,在食品“色”,“香”, “美味”,服務(wù)等方面力求盡善盡美,努力給客戶最大限度的享受和心理滿足。 (A) take the middle and low price strategy mainly in the food, color, sweet, tasty, services, and strive to perfect, and strive to give our customers maximize the enjoyment and psychological satisfaction. ( 2 )針對消 費(fèi)者比較價(jià)格的心理,將同類食品有意識地分檔,形成價(jià)格系列,使消費(fèi)者在比較價(jià)格中能迅速找到自己習(xí)慣的檔次,得到選購“滿足”。 (2) pare prices for consumer psychology, the same food conscious subfile, the formation of price series, so that consumers can pare prices quickly find their own habits grades, get buy to meet. 3 . 3. 促銷策略 Promotion Strategy ( 1 )西餐廳的促銷戰(zhàn)略應(yīng)以競爭為導(dǎo)向。 (1) restaurant promotional strategies should be based on petition oriented. 餐廳必須了解競爭對手的情況,比較自己與競爭對手產(chǎn)品和服務(wù)的區(qū)別,在此基礎(chǔ)制定出具體的促銷計(jì)劃和方案,在實(shí)施計(jì)劃的過程中,通過宣揚(yáng)本餐廳的獨(dú)特產(chǎn)品或經(jīng)營風(fēng)格,樹立起鮮明的企業(yè)形象。 Restaurants must understand petitors, paring their products and services with petitors distinction, on this basis, develop specific marketing plans and programs, in the course of the implementation plan, to promote the restaurant through a unique product or management style and establish from distinctive corporate image. ( 2 )為迎合本餐廳 的經(jīng)營宗旨為:“著意求新”,促銷戰(zhàn)略中應(yīng)包含以下 4 方面: (2) In order to meet the restaurant business purpose as: deliberately novelty promotion strategy should include the following four aspects: A . A. 求新:我國的西餐廳不但歷史久遠(yuǎn),而且品種豐富,已初步形成了高、中、低檔的格局,沖、泡、蒸、煮、烤、炸、炒,可謂五花八門,一應(yīng)俱全,但都是多年一層不變的 老面孔,消費(fèi)者對此缺少新鮮感,尤其是文化品味太低,跟不上發(fā)展的潮流,因此,要在傳統(tǒng)基礎(chǔ)上做足做夠“新”字文章,增強(qiáng)其吸引力。 Innovation: our restaurant is not only a long history, and variety, has initially formed a high, medium and lowgrade pattern, red, hot, steamed, boiled, grilled, fried, fried, can be described as varied, ranging, but all layer of the same old faces for years, consumers are lack of freshness, especially cultural tastes too low to keep up with the trend, therefore, to do enough homework on the basis of the traditional word new article, enhance its appeal. B . B. 求變:過去 20 年,人們以能解決溫飽為主,而今天人們則以營養(yǎng)和享受為主,所以,西餐廳也要以變應(yīng)變,在工藝、烹調(diào)、配料上求變來滿足人們的口味,一變天地寬,這樣才能牢牢抓住消費(fèi)者,以拓展西餐廳業(yè)市場空間。