傣妹火锅店营销企划书

傣妹火锅店营销企划书 ,文科类～ 课程名称: 市场营销策划 专业班级: M12市场营销专转本 学生学号: 1221412015 学生姓名: 刘薇薇 所属院部: 龙蟠学院 指导教师: 朱茂奇 20 12 ——20 13 学年 第 2 学期 金陵科技学院教务处制 approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 实践报告书写要求 实践报告原则上要求学生手写～要求书写工整。若因课程特点需打印的～要遵照以下字体、字号、间距等的具体要求。纸张一律采用A4的纸张。 实践报告书写说明 实践报告中一至四项内容为必填项～包括实践目的和要求,实践环境与条件,实践内容,实践报告。各院部可根据学科特点和实践具体要求增加项目。 填写注意事项 ,1,细致观察～及时、准确、如实记录。 ,2,准确说明～层次清晰。 ,3,尽量采用专用术语来说明事物。 ,4,外文、符号、公式要准确～应使用统一规定的名词和符号。 ,5,应独立完成实践报告的书写～严禁抄袭、复印～一经发现～以零分论处。 实践报告批改说明 实践报告的批改要及时、认真、仔细～一律用红色笔批改。实践报告的批改成绩采用百分制～具体评分标准由各院部自行制定。 实践报告装订要求 实践报告批改完毕后～任课老师将每门课程的每个实践项目的实践报告以自然班为单位、按学号升序排列～装订成册～并附上一份该门课程的实践大纲。 approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 实践项目名称:《 ××××市场营销策划书》实践学时: 0.5 同组学生姓名: 陈婷婷 实践成绩: 同组学生姓名: 张梦婷 实践成绩: 同组学生姓名: 叶梦颖 实践成绩: 实践日期: 实践地点: 批改教师: 批改时间: 指导教师评阅: 一、实践目的和要求 通过傣妹火锅市场调研掌握营销环境分析; 通过市场需求分析与市场研究方法，对具体营销问题进行系统分析与思考，撰写傣妹火锅市场营销策划书。 二、实践环境与条件 三、实践内容 四、实践报告(附件) approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 前言: 随着市场经济的不断发展，企业与市场之间的联系也日趋紧密，市场上的任何风吹草动都可能影响甚至冲击到企业的发展，如此快速的连锁反应超过了以往任何一个时代。因此，在当今信息化背景下应运而生的企业，必须居安思危，着眼于企业的长远发展，重视营销策划，积极开拓新市场，力求在瞬息万变的市场上占据一席之地。 现在火锅行业正飞速发展，节假日吃火锅显然成为一种时尚消费，如何捕捉商业信息，发现市场空白，深度挖掘现有的及潜在的消费者进行火锅营销成为了火锅店经营者的首要任务。所谓火锅营销，不仅是指单纯的火锅推销、广告、宣传、公关等，它同时还包含有火锅经营者为使宾客满意并为实现餐饮经营目标而展开的一系列有计划、有组织的广泛的餐饮产品以及服务活动。它不仅仅是一些零碎的餐饮推销活动，而更是一个完整的过程。 火锅店的营销策划一般包括拟订策划计划、市场调研与问题诊断、营销策划的、营销策划方案的实施、效果测评五个步骤。只要把这几个步骤认真地做到位，那么刚入市的火锅店将会很快地打开市场，已经进入消费者心中的火锅店将保有他们原有的市场，争取扩张到其他消费市场。目前，我国的火锅市场越来越红火，火锅市场花色纷呈，百锅千味。著名的如四川的麻辣火锅，麻辣醇香，名扬天下;广东的海鲜火锅，钙骨火锅食而不腻，味美无穷;湘西的狗肉火锅，享有“狗肉滚三滚，神仙站不稳”之美誉;北京的羊肉涮锅风味别致，吊人胃口。此外，杭州的“三鲜火锅”、湖北的“野味火锅”、东北的“白肉火锅”、香港的“牛肉火锅”、上海的“什锦火锅”等，也风味别具，诱人馋涎，堪称为寒冬里的“席上春风”，为食客们所津津乐道。然而 ，本营销策划案是为傣妹火锅店量身定做的。从它目前营业状况、现有资源、企业的弊端、竞争对手的基本情况等多方面进行分析，通过整合营销，预测其未来的发展方向，利润空间，提升傣妹火锅店的品牌知名度，扩大营业销售额，使“傣妹”成为市民的首选火锅店。 之所以选择为傣妹火锅做营销策划书是:因为它以“顾客的满意，我们的追求”作为企业发展的目标，以独特的口味、优质的服务、低廉的价位、优雅的环境，赢得了全国广大消费者的青睐。短短几年间已在上海、武汉、郑州、approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 合肥、南京等数十个城市拥有上百家直营连锁店。在激烈的竞争中它凭借“一 片古老的森林，一个神奇的名族类，一群美女的少女„„”这种独特的火锅饮 食文化脱颖而出。 下面具体介绍了我们为傣妹火锅店制定的营销策划方案。 approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 目 录 一、策划目的„„„„„„„„„„„„„„„„„„„„„„„„„„(1) 二、分析当前的营销环境状况„„„„„„„„„„„„„„„„„„„„() 1.市场状况 2.产品状况 3.竞争状况 4.分销状况 5.宏观环境分析 三、市场机会与问题分析„„„„„„„„„„„„„„„„„„„„„„() 1.优势 2.劣势 3.机会 4.威胁 四、营销目标„„„„„„„„„„„„„„„„„„„„„„„„„„„() 五、营销战略„„„„„„„„„„„„„„„„„„„„„„„„„„„() 1.市场目标 2(定位 3.室内环境改进方案 4.分销 5.人员管理方案 6.促销方案 7.广告方案 六、风险控制与方案调整„„„„„„„„„„„„„„„„„„„„„„() 七、预测效果„„„„„„„„„„„„„„„„„„„„„„„„„„„() 八、附录„„„„„„„„„„„„„„„„„„„„„„„„„„„„„( ) approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 一、策划目的 1、完善公司的，提高工作人员的素质。 2、增加傣妹火锅株洲市场的销售额，扩大更多、更广的消费群体，提升傣妹的品牌效应。 二、分析当前的营销环境状况 1、市场状况: 近年，饮食业飞速发展，火锅行业也相应发展飞速。火锅作为一种适 合多种消费层次的餐饮形式，取材多样、吃法灵活、精细相宜、价位适中， 可适应各类消费者的不同需求，有足够的消费群体。比较有名的火锅店有 小肥羊、澳门豆捞、海底捞、肥牛等等。傣妹这样的传统火锅店要想立于 火锅业之林，就必须不断改进不足之处，努力追求创新。 2、产品状况 火锅的味道根据选择的锅底不同而有差异。火锅原汤的调制，着火 锅的风味，也是制作火锅最关键的一环。火锅锅底配料都是由各品牌火锅 店独家秘制的。火锅锅底分为鸳鸯锅底、全辣锅底、三鲜锅底三种,份量 有大小两类。火锅的菜肴水酒种类很多，一般分为9大类:蔬菜类(价格 从1元到3元不等)、主食类(从1.5元到3元不等)、豆制品类(1元到 3元不等)、干货类(1.5元到6元不等)、海鲜类(从5元到10元不等)、 肉食类(从1.5元到21元不等)、调料类(1元到3元不等)、副食品类(1 元到5元不等)、酒水类(从3元到300元不等)。菜肉新鲜品种多,每一样 菜都是用不同样式的盘子送上桌,视觉效果很好。 3、竞争情况 傣妹火锅店一般坐落于市中心人口集中的地段。除了傣妹火锅店以外， 其他的火锅店分别坐落于中心广场十字路口等人流集中地段。就拿南京江 宁大学城傣妹火锅店举例，其位于义乌小商品城的地铁站里，这里人流量 大，客源不断。但是在这里同样有其他大大小小的火锅店，竞争激烈。 傣妹火锅店的主要竞争对手是同层次的邦贵火锅和重庆火锅了。 4、分销状况 1)主要是门店销售。 approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 2)菜肴品种都是与专门的批发商签订了长期的合作。由批发商直接配送上门，保证是新鲜健康的食品。 3)火锅锅底配料是经过总公司多次试验才制作而成，保证是独家所有。由总公司直接提供，只要一个电话或者传真就可以得到，非常方便。 5、宏观环境分析 1(按照《国务院关于进一步加强食品安全工作的决定》规定，地沟油应该不会如此大规模地流入市场，侵害市民的安全。通过行政和经济手段，促进废弃食用油脂无害化处理和合理利用，打击废弃食用油脂流入餐饮服务环节，保障广大消费者饮食安全。这项章程的出台，进一步规范了火锅市场，促使火锅店使用健康的食用油。 2(据《2009年中国餐饮业分析及投资咨询报告》数据显示，2007年中国餐饮业零售额实现8886.8亿元，同比增长17.7%。2008年1-8月份全国餐饮业零售额累计6537.6亿元，同比净增884.9亿元，增长15.7%，全年增长直逼万亿。业界普遍乐观估计，2009年餐饮业可至1万3千亿。尤其是火锅成为国内消费市场中增长幅度最高，发展速度最快的热点行业，日渐受到广大消费者的青睐. 3(傣妹火锅在食物方面偏向于麻辣，口味比较重，而越来越多的人们喜欢这种麻辣的重口味饮食。随着经济的快速发展，人们的生活水平有了很大的提高，人们追求更时尚的餐饮，同时对餐饮店的环境、服务、口味等方面的要求有了进一步的提高。而且在未来几年里城区人口增长速度非常快，那么对火锅的需求量也是成正比的。 三、市场机会与问题分析 1、优势 1)上海傣妹餐饮有限公司荣获中华餐饮业十大著名连锁品牌企业。知名品牌，具备超强信誉保证、管理水平及多年行业经验 。在管理上推陈出新，管理现代化，规范化，国际化带来强有力的保障。 2)核心主辅料是傣妹的独家配方，每一种材料，每一道工序，每一次制作，都是精益求精。均由总公司全程配送，一个电话，一个传真，省时省心。口味香辣，与当地人的饮食文化相符合，并持续创新，带来全新元素和多元approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 化气息，火锅料品种丰富、齐全，能够满足大众消费者的需求。 3)店铺形象一致，品牌形象佳，服务人员都身穿具有傣族风情特色的服饰，独具特色的服装，给人与众不同的感觉，容易与其他火锅店相区别。 4)火锅菜品价格实惠，物美价廉的消费观念符合大众的消费期望及消费水平。菜肴品种多，健康时尚，上菜速度快，使消费者在吃火锅之前的舒畅心情不会受到影响。 5)总公司全程督导，使其轻松开店经营。后续不断提供免费的技术运营升级服务，不断更新火锅特色、火锅制作工艺科学配方、技术，并且在更新设备的基础上还提供新设备的使用方法。提供合理化建议指导方案，帮助快速盈利。 6)地处于市中心南口妇幼保健院、家乐福、步步高百货、芦松环球、金 帝、金都服 装城交集的地方，人口密集且人流量大。 2、劣势 1)指示性标志视觉效果不强。门面入口小，设在一楼，而用餐的地方是在二楼，需要爬一层楼才能到傣妹用餐。 2)店内座位排列密集，人满的时候会显得有点拥挤，设备陈旧。特别是节假日，临时清洗的碗筷甚至留有残余物，店内服务不到位。 3)无独立包厢或者具有隔离的雅座。集体聚餐时吵闹的气氛会影响其他消费者，引起不满的情绪。这里只适合朋友热闹的聚餐，不适合办正事，且模式易复制。 4)菜肴品种虽然繁多，价格不贵，但有些菜的份量明显不足，破坏了整体效果。 5)室内光线暗淡，容易产生压抑情绪，店内管理也不尽如人意。 3、机会 1)开店以来名气很大，以“价格优惠”在市场上建立了良好的口碑。老顾客很多，人气旺。而良好的服务态度，实惠的价格，在一定程度上也带来了很多新顾客。消费群体以中档，中低档为主，学生消费者占很大一部分比例。 2)比如南京江宁大学城傣妹火锅位于地铁口，交通便利，加快人口流动，approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 给傣妹火锅带来了商业契机。 3)南京江宁大学城学生人口量很大，同学聚餐等都会选择经济实惠的傣妹火锅。 4)火锅店的前景非常好，市场需求迫切，消费群体每年倍增。 4、威胁 1)南京市在近年内增加了很多的火锅店，如:重庆火锅、小肥羊和澳门豆捞等给了消费者很大的选择空间，使火锅市场的竞争加剧，面对各种品牌火锅店的开业，傣妹火锅店的竞争压力增加。 2)傣妹火锅店的竞争对手攻势强烈，规模大，设备新，特色化，差异化，地理位置优越，在南京市区、江宁等周边地区的火锅店等环境优越，商家还运用有效的营销策略，使傣妹的竞争压力更大。 3)物价水平不断上涨，使以“价格实惠”而闻名的傣妹火锅店的利润空间缩小。食物价格的调整，会带来很大的影响。 4)通常吃火锅有三个问题，第一个是空气质量差，吃了之后衣服上有油烟味，第二环境杂，来来往往的人很多，消费者的层次也不尽相同，第三是吃完食物之后，很多人容易上火。 综上所述，如何扬长避短，发挥自己的优势，规避劣势和风险，是傣妹火锅店的当务之急，现在已经进入了寒冬，对于任何一个火锅店来说都是商机无限，随着气温的下降，饮料行业则进入了一个严冬，因此，联合饮料商，共同进行终端促销，拉动消费，将会是一个不错的选择。 四、营销战略目标 傣妹火锅店2014年1月—12月的销售预测 销售收入:200万 市场份额:25% 五、傣妹的经营目标: (1)目标市场:消费群体以中档，中低档为主，增加高档消费，抓住占很大 一部分比例的学生消费者群体。 在校大学生:南京市各大学、卫校、铁路、铁道等高校学生，激情高昂， 喜欢热闹的环境，但是自己没什么经济来源。傣妹火锅店为他们提供了approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 这样一个价格优惠，环境良好，轻松自在的娱乐场所。 25-40年龄阶段的人群:他们处于工作压力大状态，需要寻找一个环境来放松。傣妹优秀的服务，极具特色的室内装饰，使他们体会到了另外的一个具有少数名族风情的生活。 (2)定位:美味实惠，干净卫生 倡导“高贵不贵”的全新消费理念。打破市场一直以“消费高价位”的经营消费格局;打造“消费低价位，经营高利润”新格局。让消费群体成倍增长。得到消费者的广泛认同，成为株洲火锅店的龙头老大，成为广大消费者最佳的选择。 (3)室内环境改进方案: A.更新室内装饰，一律采用欢快鲜明的背景颜色。增强灯光效应。 在火锅店装饰上下功夫，一般的火锅店，辣味，热气，四处飞散，吃 饭的人满头大汗，虽然爽快，但不雅观。解决办法:火锅店以暖红色， 黑色为主要基调，加入明亮的黄色，使店里的色彩简洁又具有现代气 息。大理石与软皮凳刚柔相济的组合，让吃火锅的心境如同去餐吧小 聚。 B.增加婴儿专用椅，方便家庭聚餐带小孩的顾客。 C.增加等待取票区，提供免费零食、饮品和棋牌，方便顾客并能留 住顾客。 (4)分销:特制差异化火锅，可以送外卖，通过上门服务，了解消费者的基本信息，做好顾客备份档案。 (5)人员管理方案: A.在月底对服务人员进行360度考核。来自上级，平级，下级，消 费者的评价，促使服务人员随时保持良好的状态，认真对待自己的工 作。不合格者可以采取淘汰，或者进行一个考核期依然不合格就淘汰。 选出三名优秀者可以得到晋升或者发放奖励(100元)以表示鼓励。 B.服务人员进行定期的培训。微笑服务是服务的精髓。即使是面对 消费者的无理要求也要保持微笑服务，同时在保证服务质量的前提下， 提高服务人员的速度，不让顾客久等，能更快享受到美味的食物。服 approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 务人员一个季度截止进行一次为期三天的培训。 增加员工福利，五险一金等员工保障福利措施。奖惩分明，学习海底捞等服务至上的火锅行业的制度，如:服务人员犯错误可以用一首欢快明朗的音乐表示提醒，既能让顾客毫不察觉，又能让服务人员知道自己的错误尽快改正。 (6)促销方案: A.每周的周二下午全部锅底免费。周二下午两点开始，凡在本店消费者都可享受锅底免费的优惠。此项优惠措施主要是针对在校大学生。也可以使其他的消费群体享受到这项优惠，增强傣妹火锅店的美誉度。 B.会员制:凡在傣妹火锅店一次性消费150元以上，可以拿身份证在服务吧台填制会员信息。本人的电话号码就是会员证的会员号，会员可享受9折优惠，还可以参加积分。每10元可以积一分，积分满50可以获得价值5元的消费券。在会员生日、结婚纪念日时，我们赠送一份小礼品。永久性的会员优惠更利于建立稳定的消费意识，会员待遇也可以提高顾客的忠诚度，同时也利于对顾客的管理，及时改进工作。以全面提升顾客的回头率，提升本店口碑。 C.提高6月到8月的销售额。由于这三个月的气候炎热，吃火锅的人群比较少，所以集中在这三个月发放一定数量的优惠券，在本店一次性消费50元可以吧台领一张优惠券。凭次优惠券在下次消费可享受一定的折扣。 D.在点菜单背面添加“本店特别推荐”，在特别推荐栏目内注明推荐菜品的营养价值(例如:菠菜含有丰富的铁)。 E.点餐时有意识的提醒顾客本店特色菜及点餐量，使顾客有种宾至如归的感觉。 F.用餐结束后送上薄荷糖、口香糖之类清新口气的小东西，并在重装后一个月内收集让顾客填写问卷并收集整理，查漏补缺。 G.提倡光盘行动，光盘者附送优惠券等。 (7)装修完毕后广告宣传: A.在店面附近拉横幅，庆祝本店装修后的重新开业。 approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as B.雇佣学校学生派发宣传单，拉近与学生之间的距离。 六、风险控制与方案调整 在目前的市场上，越来越多的企业瞄准了火锅行业，市场竞争势必愈演愈烈，新开张火锅店的设备更加现代化，室内的设计增加了很多的艺术元素。宽敞舒适的环境使人心情舒畅、放松。 1)现在火锅行业虽已成为热门行业，可是它依旧存在着几大潜在问题: 1、火锅的口味一般偏重，偏咸，不利于身体健康，那么如何引领健康营 养的消费， 将成为行业内新的话题。、 2、火锅中各种菜品下肚后，容易造成不良反应，给消费者及门店造成负 面的影响。3、锅底中含有的各种配料，并不是那么让人放心，一旦任何 一家餐饮店被煤体爆料 食用油不合格，或者使用地沟油，那么整个餐饮行业都将受到牵联。如果处理不当，各大饭店及火锅店将会面临诸多问题，如销售额急速下降。营养健康绿色的消费将成为餐饮行的机遇和挑战。 2)店内装修阶段导致顾客不能来傣妹消费，将会出现极大潜在问题: 1、门面装修时，不知情的顾客依旧来此消费，会对门店没通知到位的做法很 不满意。因而产生反感情绪。 2、在此段时间内，有消费动机的顾客只能选择去中心广场的其他几家火锅店 消费，等门店装修完毕后，仍旧选择其他火锅店，忠诚度降低。 3、傣妹停业装修时期，使其他火锅店的消费者增加。给人生意红火的感觉， 因而将吸引跟多的人群去消费。 对此，傣妹火锅店因做到，在装修前至少提前一周贴出有关装修通知 停业的具体时间及开业时间。对长期消费且有入了信息库的消费者给予电 话或者短信的通知。这样才不至于因装修而流失了大量的顾客。开业前一 天，挂横幅吸引消费者的目光。开业当天，酒水类全部8.8折。 3)此年进行的4个促销方案，将会引起消费者的疑问，认为是不是傣 妹火锅店经营不善所以才会采取发放优惠券，周二下午火锅锅底免费。面approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 对这样的心里疑问，本店做好公关活动。 七、预测效果 门店室内环境焕然一新，一定会给顾客带来一个崭新的面貌，使得老 顾客继续光临的同时吸引更多的新顾客。在淡季赠送一定量的优惠券，增 加傣妹火锅店的销售额。在各大高校派发传单，带动学生群体的消费。通 过我们营销方案正确的落实与具体实施，使企业的规章制度更加完善，更 具凝聚力，保证销售额的提高。 八、附录 傣妹火锅店营销策划调研问卷 您好～我是金陵科技学院一名大三学生。因营销策划书的需要开展此次问卷调 查，希望您能给予支持，提供真实的信息。非常感谢您的热忱帮助～ 1、您是否去过傣妹火锅店就餐, A、是 B否(若选择此项，此次调查到此结束) 2、您去过的傣妹火锅店哪些方面给你的印象深刻?(可多选) A、价格 B、场地布置 C、餐饮服务 D、菜肴种类 E、饮料及酒水 F、 其他------ 3、您是通过什么渠道得知傣妹火锅店,(可多选) A、广告、电视、网络等媒体得知 B、朋友亲戚推荐 C、宣传单 D、路 过看到的 E、其他------ 4、您更喜欢以哪种方式进行餐前预定, A、团购 B、电话预定 C、网上预定 D、比较随意 5、您去傣妹火锅店消费时感觉菜品品怎么样, A、品种丰富 B、品种一般 C、品种很少 6、您到傣妹选择就餐的因素(按从大到小排列) : A、价格 B、口味 C、环境 D、服务 E、便利性 F、品牌 7、请问傣妹火锅店吸引你的地方: A、服务热情偏热闹 B、服务细致偏安静 C、有主题特色 D、不太注重， 不影响就餐即可 8、您认为傣妹火锅的菜价是否合理 A、很合理 B、合理 C、不合理 D、合不合理 9、您经常和谁一起吃火锅: A、同事 B、商务伙伴 C、朋友 D、情侣 E、家人亲戚 10、您更倾向于选择人均消费多少的火锅店就餐, A、80元以下 B、80 – 150元 C、150 – 300元 D、价格不重要 approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 11、您更喜欢哪种优惠方式, A、 VIP卡 B、积分制 C、优惠券 D、代金券 E、不在意 12、您认为傣妹火锅店的硬件设备怎么样, A、非常好 B、一般 C、不好 13、吃火锅下列哪种情况您最不能容忍,(按先后顺序可多选) A、材料不新鲜 B、卫生条件差 C、价格不合理 D、服务不到位 E、上菜速度慢 14、您喜欢哪种火锅锅底, A、清汤锅 B、麻辣锅 C、鱼头锅 D、老鸭汤锅 E、菌类锅 F、其他,,,,,, 15、您的年龄,, A、25岁以下 B、25岁—35岁 C、35岁—50岁 D、50岁以上 您的工作类型是 A、政府机关 B、个体经营 C、企业公司 D、学生 E、其它 您的月收入水平 A、4000元以下 B、4000 --- 8000元 C、8000元以上 您每月外出就餐的消费约 A、500元以下 B、500 – 1500元 C、1500– 3000元 D、3000元 以上 谢谢合作 问卷调查分析 根据此次问卷调查结果可以看出，此次参与调查的人数总共有52人，其中男生有36人，女生有15人，男女比例为12:5。调查对象男女比例不平衡，可能会产生性格偏见。由于数量不大，但是也基本达到了预期要求。此次调查的年龄分布集中，被调查者中有48人的年龄集中在21岁至30岁之间，比例为92.31%。由于大多数中老年人和小孩不经常吃火锅，他们对火锅业也不是太了解，所以虽然年龄分布集中在21岁至30岁的年轻人，这样的年龄分布还是存在一定的合理性的。由被调查者职业来看，其中学生占有很大一部会比重，人数为29人，占到了55.77%，另外上班族有15人，比例为28.85%。由于学生和上班族喜欢去聚餐，傣妹火锅店的场合和气氛又适合聚餐，所以傣妹火锅店的消费者是以学生和上班族为主，他们是构成火锅业消费的主力军。 从问卷中可以看出，被调查的52人中有47个人去过傣妹，占到总比例的90.39%，这表明了傣妹火锅店的品牌知名度较高，平均消费低，能够被广大消费者所接受。问卷中还可以看出经常去傣妹的人数仅为9人，比例为17.31%。有38人只是偶尔去，比例为73.08%。这表明傣妹火锅在培养顾客忠诚方面存在一定的问题，它没有使顾客获得较高的满意度，可能是由于傣妹的环境、服务等一些问题没有能给顾客留下好的映象，从而没有形成顾客忠诚。从问卷结果能够看出消费者在傣妹火锅店消费时最看重的首先是价格实惠，其次是火锅approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 店的环境状况和傣妹火锅的味道，然后是傣妹火锅店服务水平，从排序来看，尽管服务位列关注排行榜的第三名，但从问卷其他的调查结果来看，服务水平的好坏却是牵一发而动全身的关键。 根据问卷结果分析出，有40.38%的消费者认为在傣妹火锅店消费时感觉菜品品种丰富，有46.15%的消费者认为菜品品种丰富度一般。针对这种现象我们可以得出傣妹火锅店的菜品品种丰富度在火锅行业中居于中间的位置，这样的做法既不会因为菜品品种过少而导致顾客的流失，也不是因为菜品过多而造成原材料的浪费。问卷显示有五成以上的消费者认为傣妹火锅店的菜品品质一般，比例为51.92%。由于火锅业的竞争激烈，各大火锅企业大打价格战，造成了恶性竞争的存在，傣妹火锅店为了能够进一步降低成本，而火锅的原材料是火锅业的重点，所以他们就会采取批量购买的方式、购买速冻食品等，这样都会导致菜品品质的下降。从问卷结果可以看出，在被调查者中有21人认为傣妹火锅店的饭菜口味一般，比例为40.38%;也有18人认为饭菜口味好，比例为34.62%。这是由于菜品品质的原因，导致了傣妹火锅的口味一般。 根据问卷结果分析，在对傣妹的菜品价格方面，认为合理的有40.38%，其中认为很合理的为5.77%。这说明傣妹在价格方面还是比较符合大众的消费水平菜品的定价不高使得消费者能够接受，从而获得了较高的满意度。问卷显示，有42.31%的消费者认为傣妹在诚信方面的做法一般，有17.31%的消费者认为是差或者是非常差。在当前餐饮消费过程中，消费者遇到的不愉快经历千差万别，这既与消费者个人的心理感受差异有关，也受消费时段、消费环境以及消费心理预期等主客观方面因素的影响。这些问题主要涉及到餐饮消费的收费是否合理、是否物有所值、是否诚实守信经营，不仅与整个消费服务市场大环境紧密相关，也关系到整个餐饮业行业规范和行业服务秩序的建立。 硬件设备是火锅店的最重要的设施，经过调查，根据问卷结果发现，有32.69%的消费者觉得傣妹的硬件设施一般，而觉得傣妹硬件设施非常好的消费者只占9.62%，这说明傣妹的硬件设施不尽如意，所以，傣妹在这方面要加大改进措施。环境的好坏决定着顾客满意度的高低，好的就餐环境可以给顾客带来愉悦的心情，傣妹在这方面做得相当的好，顾客对傣妹的整体环境很不满意只占了7.69%，所以傣妹要再接再厉，最大限度的降低顾客的不满意程度。对于火锅业来说，卫生是消费者最关注的问题，根据问卷显示，傣妹的卫生状况53.85%的消费者保持中立，非常好的只占7.69%，所以卫生状况的改进是傣妹迫在眉睫要完成的关键任务。打折制度是成功吸引更多的消费者的一个非常有成效的措施，是火锅餐饮业普遍采用的方法。从调查问卷结果可以看出，51.92%的消费者觉得傣妹在促销打折这方面做得一般，这结果不利于傣妹吸引更多的消费者来傣妹进行消费。 对傣妹的菜品质量、品种、口味和价格，服务员的服务态度，硬件设备，整体环境的综合评价，消费者对傣妹的总体满意度保持在中上等，所以，这部分的消费者愿意再次来傣妹进行消费也愿意将傣妹介绍给亲朋好友，为傣妹带approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as 来了更多的消费者也形成了顾客忠诚。但是其中不满意和很不满意的消费者各 占5.77%，对于这部分消费者，傣妹要加大各方面的改进，争取获得更高的顾 客满意度。 approval, approval of the supervisor, according to design drawings and a model, before extensive construction. (6) the external finishing locally with special materials, according to the drawing requirements. Interior decoration of 12.9 (1) the scope and use of interior decoration materials according to map. Strict construction the contractor, to rework parts of the material, work, all responsible. (2) Interior finish: cement stone floors, self-levelling floor cement stone chip kicks; flying white walls; flying pink roof. (3) decorating approaches strictly in accordance with design drawings and construction. Decor decoration see repair parts. (4) Interior lamps, specifications must be approved by the design people agree, supervisor approval can be installed. 12.10 balustrades (...Construction organization and allocation of resources of the 13th chapter 13.1 setting principle 1 principle, respond to requirements of the tender documents; 2, adapting to the construction characteristics and the principles of the standard construction site conditions; 3, efficient, capable, flexible and professional to configure the principle; 4, in favor of principles of construction, scheduling and contract management; 5, in favor of contract duration, the project quality and safety principles. 13.2 organizational structure our company is engaged in water conservancy and hydropower engineering construction engineering company. For many years through the construction of water conservancy and hydropower project, has accumulated some experience in construction technology, cultivate a group of construction personnel are capable of doing. As well as