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内容摘要 南京尚汤八珍面成立于2011年，是一家主营“尚汤”、“酸汤”系列汤面的连锁面馆，目前在南京已经有16家分店。此份策划旨在根据其存在的品牌形象确立及传播方面的问题，制定针对性的解决方案，达到提升品牌知名度，促进销售的目的。我们首先根据其产品特色，提炼出品牌形象，然后制定全面的阶段性营销推广策略。36850
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本策划围绕南京面馆市场调研展开，从江苏地区中式快餐市场现状过渡到南京中式快餐市场，重点分析南京面馆市场需求和格局，并结合产品自身优劣势，与竞争对手的比较分析，以及消费者的消费习惯、消费心理等分析，得出尚汤八珍面的优劣势及机会、威胁，为确定品牌形象，选用合适的营销传播策略提供依据。
在市场调研分析的基础上，我们结合尚汤八珍面的自身特色，为其确定了“江南风的营养面领导者”的品牌形象，同时分两个阶段宣传，第一阶段面向主要目标消费者宣传它的江南风的产品，通过一些宣传促销方式增加进店消费，使消费者对品牌形象产生初步认知，逐渐培养好感度。第二阶段面向所有受众传播其江南风格、韵、文化，使消费者认可它是江南面的代表，最终达到一提到江南面，就想到尚汤八珍面的目标。当中，结合各阶段的营销战略，确定每个阶段的传播主题，整合线上线下传播，运用不同的媒介组合达到最大化的传播目的。
毕业论文关键词：尚汤八珍面；南京面馆市场；品牌策略；营销策略；传播策略；广告创意表现；媒介策略
Summary Nanjing Shang Tang Bazhen noddles Restaurant was established in 2011, is a main "soup", "sour soup" series of noodles in soup noodle restaurant chain, at present already has 16 branches in Nanjing.This planning aimed at according to its brand image establishment and spread of problems, formulate corresponding solution, to enhance brand awareness, promote the purpose of sales. We first according to its features, refined the brand image, and then develop a comprehensive stage marketing strategy.
This plan revolves around Nanjing noodle market research, from the present situation of Chinese fast food market transition to Nanjing in Jiangsu Chinese fast food market, focus on analysis of Nanjing noodle market demand and pattern, combined with the product itself, the advantages and disadvantages compared with competitor analysis, and consumer spending habits, consumer psychology, such as analysis, it is concluded that it is soup. Jane the advantages and disadvantages, opportunities and threats, in order to determine the brand image, choose appropriate marketing communication strategy provides the basis.
On the basis of analyzing the market research, we combined with the characteristic is still on the surface of the Shang Tang Bazhen , for its identified the "Jiangnan flavor nutrition noodles leader" brand image, at the same time in two stages of publicity, the first stage for its main target consumers propaganda Jiangnan flavor of the product, with some promotion ways to increase into the shop, make consumers to the brand image preliminary cognition, gradually cultivate goodwill degrees. The second stage facing all the audience the Jiangnan style, elegance, the dissemination of culture, make consumers recognized it is representative of the Jiangnan, ultimately achieve the mention of Jiangnan, just think of soup on the surface of the Shang Tang Bazhen .combining every stage of the marketing strategy, make sure each stage the spread of the theme, integrated online communication, using different media combination to maximize the spread of purpose.
Key words: Shang Tang Bazhen noddles Restaurant； Nanjing noodle market ；Brand strategy ；The marketing strategy ；Communication strategy ；Advertising creative performance ；Media strategy