乐分享餐厅营销策划书课程教师：林红菱小组名称：花样年华小组成员：叶伟强、刘永义、蔡树文、刘银华杨春燕、吕少华、阮玉环、袁永钊2011年6月7日目录第一章项目概述...............................................................31.1餐厅简介.......................................................................................................................................31.2菜式简介.......................................................................................................................................31.3策划目标.......................................................................................................................................31.4研究方法.......................................................................................................................................31.5策划过程.......................................................................................................................................4第二章市场分析...............................................................42.1微观环境分析（波特五力模型）...............................................................................................5第三章STP战略...............................................................63.1市场细分（SEGMENTINGMARKET）表.............................................................................................63.2目标市场（TARGETINGMARKET）...................................................................................................73.3市场定位（POSITIONING）.............................................................................................................8第四章营销策略...............................................................94.1产品差异化策略...........................................................................................................................94.2价格策略.....................................................................................................................................104.3渠道策略.....................................................................................................................................114.4促销策略.....................................................................................................................................12第五章具体活动方案..........................................................135.1详细策划方案项目与活项日程.................................................................................................135.2乐分享节日主题活动推广.........................................................................................................145.3圣诞节主题活动活动(举例).......................................................................................................15第六章附录...........................................................18附录一调查问卷..............................................................................................................................18附录二楼层布局图.........................................................................................................................20第一章项目概述1.1餐厅简介龙洞乐分享餐厅是西餐中国化元素的融合者，大大丰富和提升了中国的西餐水平，其主要的消费对象是龙洞周边高校的学生。龙洞乐分享餐厅致力打造一个让消费者满意的，在聚餐中分享快乐，分享美味的餐厅，通过不断得改...
