第1页共93页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共93页春熙新馆银座酒楼项目定位、营销、营运策划案一、项目定位..................................................................................................................................5（一）项目地理位置及场地(物业)性质................................................................................5（二）项目所在商圈基本情况分析及营商环境调查...........................................................5（三）市场环境分析：竞争对手分析及消费群体定位.......................................................7（四）市场切入点分析：经营理念、阶段目标及竞争分析...............................................81、经营理念：................................................................................................................82、阶段目标：................................................................................................................83、竞争分析....................................................................................................................9(五)项目SWOT分析...............................................................................................................91.优势strength：.....................................................................................................................92.劣势weakness：..................................................................................................................93.机会Opportunity：............................................................................................................104.威胁Threat：.....................................................................................................................10(六)产品定位..........................................................................................................................101.菜品定位.....................................................................................................................102.环境定位.....................................................................................................................10(1)视觉感受....................................................................................................................10(2)主题明确....................................................................................................................113.服务定位......................................................................................................................11(1)员工培训....................................................................................................................11(2)签订合同....................................................................................................................11(3)聘请在校大学生........................................................................................................124.价格定位.....................................................................................................................12二、营销策划................................................................................................................................12（一）目标客户群体及品牌战略.........................................................................................13（二）推广策略.............................................
