营销策划 -烎锦火锅品牌策划全案.docx

开火I生火I生活），p''开火.即生火.开火做饭，在千Ji年漫长历史中，中IS怀揣着对食物的敬畏之心,对生活的美好向左，将灰遨流传至今破终凝汇与开火二字上.:获T><enIirvisl（）nukea!e'lesocalkxl,fircmuMbemadeinordercolic."Hexpotisanwhxfb<ho<×M.oular<ndimcrcslingVuuristhefoodcusl<xmthinPeopIkad、。C皿t<MIasiebulsifunispeople'spursuitof>ovel（yandintcrcMing浪漫I自由I享受生活成都人天生就搠仃幸福的基囚密码,在他们眼里,所消浪漫,便是生活,温街，吃香喝辣，品味美好心情.得意也果、失意也罢，国h宗小处之泰然，人事物出顺其自便，管它潮起潮落，风吹雨打,只管齿颊流杏,大快朵颐.成I都人W,lkwithmeonthestreetsofChgduDon'tMayuntila!itheIigh(NareOlYYouwillpullmyiccw.lwillpmmyhnnchinmyiousctpuckeuGoiodieend!YulinROiidandmIa!IhedoorofdieusvmINHERITANCEOFYINJIN成都南湖里边，只此一家的公园火锅品牌定位品牌标签Ncmatterifyouareafter70X(PX)JfyouhaveAptN3nfeefxd.Witha<kirrforu<riluulJFMpe*i11hcfu2WIirtwnIifeaEnjoythebeautyofchi，quidu>mCTH.PurNuingthepureUnjofjxr<y*n“矶CQMWMYmMnHmisyourperfectch<>cc.品牌定位消费场景Nc>matterifyouareafter7O,8ttW.1fyouIiuvc>JXHUonfcrRXXJ.Witha<ksefoeaSCrWCGfriluaIJhopeZinIhetaMfdurtnIifeaEnjoythebeau<yofchi，quidInMwnetx1PuruiingthepurrbndofXr<y*nt>ul.Cxne<n,Yir<jir>HotKi$yourPCrtZtchoke.品牌理念BRANDCONCEPT包容对各种味道的包容，使“我的火锅”丰富妥彭,包罗7i象,浪漫炭辎所打造的，是结合美学号浪漫的种新美食文化.岁月可一好,人间皆浪漫.BRANDSTORY这是一个关于坚持的故事1有一种正使M美食叫做“充酒烟火人情的火锅”，第一次尝尽火蜗味，第二次索尽人情味.有种出门在外叫做火锅社交“，通过-围炉共话”这种以传统、自然的社交形式，拉近彼此之间的距离.做了几十年火供的灵锦火锅创始人老尹.始终坚持把具有“烟火气R与“人情味的火悒带给大众，有人问老尹：,是什么让你坚持了这么久?”老尹总是笑着说：“没什么理由，我就是喜欢罢了，。欢，就联持卜去，沸腌着的大火锅.火辣辣里透看香，褥咬啧里透着爽.爽爽的笑声里透着喜，到处都是再.到处都行僧.者尹依然会坚持走下去，去完成他毕生所追求的，传承火锅精神，爪咱邻里文化，较敬美好生活,以诚相恃,融入大吸干自己所喜喔的事业。不忘初心,方为始终.品牌优势兼香美味兼香型火锅开创者，融合各种香型，包容万千Nonaurif>uarvalter7(X,8V(>.lf)ouhaveap4iunIUrt<xx1.Wihudeiin:K*uw5tfofri(uallhopeUialindtvfaM-puecdurbanlife.EnA)加bcau<yofthis,quietm<>mcnt.PurtuinsthepurelandofyourownMXi1.Coineon.YmgjinHotPocby*xrcrtctct>x.品牌优势核心技术NOnucrifyouaafter70外190.Ifyouhasv3passionforfoodWithaJcmtcfor3SCnNCOfritualJh*eetuimhetM-pMcdUftUnhfej：noyIhCbeautyof(hisquidInonxfu.Pu、山贴bepurelandOfyOurOWnsoul.Conon.YigjinHsPwN>xxfperfectchoice.品牌广告语BRANDS1.OGAN品牌愿景BRANDVISIONBRANDP1.ANNINGCultureidesign爽信火蜗秉承着优质服务与匠心匠艺，始终皇持用心做好每一口事.只要你所能想敏到的具有仪式感的活动，以及成都人衷爱的新潮生活方式,在这里都能为你实现.未来，英锦将会成为一种新型生活方式的引导者与第造者In(beCtnKrtfllPolInUfyYbCTCOXnPe4iboisfiervundel¼IobeUJiklirdMaIandr*fcd.WchllMcto11umui<xiorifiiMili114tliVMnmel<pe<with<urIKUrI.hOdbnutdWilhurheurl.l11hcn(h<corevalues>Y11juhhcMiHopeIhUIS"newfuurc,YinXjinH<xK<canbc*x11<hcviyofCbrtijdiiAbusinesscurdwithpeuli<linnuefv.0口碑营销通过-书的形式,在百度知道、今日头条、悟空问答、知乎同答等平台上进行口碑誉，1推广.推广策略推广计划NomauerifjxxcafterTQKy90JfywhavePaSGOnforfaxlWidiadesireforuynscof11U,Ihnpeth*inIhcfUpcedUltKlnIifctEnjoy(hebeautyofthisquietnoment.PursuingtbcpureIundofyourounsoul.ConeOI1.YildinHotPcxisyourperfevichoice.推广策略0日常推广所需的平面设计i、节日活动m计（如情人节、劳动节、春节）2,M大时间早点活动报量计（如周隼庆、大量活动等）3,店内日常促借海提、AXttti-4、大量活动所誉物科ift计推广计划N<)Iiuillerif*ouartafter7U,8G90.lfyouhaveapassionfarfood.Wkhadesireforasenseofritual.!hopethatinthefst-pccdUrtKmlifcEjoythebeautyofthisquiet11xxn1.Pursuing(hePUrClandofyourwnMMikCiwneoYmgmH>hxisyourperfectchoke.推广活动PROMOTIONACTIVITIESE新店开业促销活动立“每月会员日”促销活动修“爽锦传承"火锅节主题活动“君心似我心，爽锦此生唯一”婚纱摄影联动主题活动回“酷热盛夏，来疑锦畅饮”啤酒节主题活动区爽锦周年庆主题活动推广活动主题活动Nomal(erifyouarea!kr7(,8Q,9O.lfyjhaveaPUNiOnfarf<xxi,WihadesireforSCnSCofriiudl.lhopeginIhcl*t-uxdurbanIiaEnjoymChawtyafthisquietn*xcn!.lnuin(hepurexiofy<xrownMXil.Cotot1.YigjiH<HlHisynrPC在Clchoke3月-4JJ底新店开业促销活动回“南湖爽象，繁花似锦”好促销活动区清明节“踏青”促销活动区“每月会员日”促俏活动推广活动月度计划NonaKerifyouarea!kr70,8,9O.lfyoupuhsintort<xxl.Wihadevet<aWZofrilwl.lhopeIhslinhcfst-pccdUrtumthebeautyol'tfiisquietmo11>cn<.PursinglhcPUrelandOfyiXW<wnMMikCnmcOfkYinjjinH<xPbiisyourPerkVlchoice.讨“五一节”促销活动可“家有靓妈”母亲节打卡主题活动回“为你编织G童话世界"J1.M节主题活动“老爸，干杯”父亲节主题活动区“*F节”喻黝区“每月会员日”促销活动推广活动月度计划NonaKerifyouarea!kr70,8,9O.lfyoupuhsintort<xxl.Wihadevet<aWZofrilwl.lhopeIhslinhcfst-pccdUrtumthebeautyol'tfiisquietmo11>cn<.PursinglhcPUrelandOfyiXW<wnMMikCnmcOfkYinjjinH<xPbiisyourPerkVlchoice.回“酷热盛夏，来爽铺畅饮”啤酒节主题活动回”理想照耀中国"建党100周年主题活动%“爽锦合家欢”暑期亲子主题活动“君心似我心，爽锦此生唯一“七夕节婚纱联动主题活动推广活动月度计划Nona11erifyouareafterTtt'8tt'MOJfyouhaveuxsiot<Mfood,Wi(hudesifVtora5scofritual.IhnpcIhatinthefiiNt-pAcedrb*nIifctEnjoythebciulynFthisquietm<xncn(,Plnai11¢Ihepurelaidofyouro½nSoulComeon,ingjinHotRMisyourPCrfCCtchoice.立娜”促销活动回“中秋国庆”双节同庆促销活动立“万圣节”主题活动立“每月会员日”促策活动推广活动月度计划NonaKerifyouarea!kr70,8,9O.lfyoupuhsintort<xxl.Wihadevet<aWZofrilwl.lhopeIhslinhcfst-pccdUrtumthebeautyol'tfiisquietmo11>cn<.PursinglhcPUrelandOfyiXW<wnMMikCnmcOfkYinjjinH<xPbiisyourPerkVlchoice.“双十一”美团大众线上线下联动活动%“感恩节”促销活动讨“情暖冬H,爱意传递”圣诞节打卡主题活动立“每月会员口”促销活动推广活动月度计划Nona!(erifyouarea!kr70,8,9O.lfyoupuhsintort<xxl.Wihadevet<aWZofrilwl.lhopeIhslinhcfst-pccdUrtumthebeautyol'tfiisquietmo11>cn<.PursinglhcPUrelandOfyiXW<wnMMikCnmcOfkYinjjinH<xPbiisyourPerkVlchoice.1月-2月修“元a节”礴活动旧“爽铺传承”火锅节新年三b苗爽锦周年庆活动立“每月会员日”促策活动推广活动月度计划Nona!(erifyouarea!kr70,8,9O.lfyoupuhsintort<xxl.Wihadevet<aWZofrilwl.lhopeIhslinhcfst-pccdUrtumthebeautyol'tfiisquietmo11>cn<.PursinglhcPUrelandOfyiXW<wnMMikCnmcOfkYinjjinH<xPbiisyourPerkVlchoice.