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      首頁 » 策劃方案 » 肯德基促銷(肯德基的促銷策略)

      肯德基促銷(肯德基的促銷策略)

      分類：策劃方案 日期：2022-08-27 12:22 瀏覽：14 次

      1.肯德基的促銷策略

      肯德基促銷策略一、市場定位

      a. 肯德基的市場優(yōu)勢在于清潔（clean）、快速（fast）、品質(zhì)（quality）、服務(wù)（service）、價值感（value）。

      b.肯德基的市場優(yōu)勢為商品的獨特口味。

      c.比薩的市場優(yōu)勢是，它是全家的快餐伙伴，以家庭成員為主要服務(wù)對象。

      d.wa的市場優(yōu)勢為中式傳統(tǒng)口味，并加上清潔的就餐環(huán)境。

      e.cd以顏色管理為市場優(yōu)勢，并搭配小菜與牛肉為主的商品定位。

      肯德基促銷策略二、行銷定位策略

      行銷定位策略是行銷成功與否的重要關(guān)鍵。由于所有的行銷活動，包括銷售、廣告、促銷、訂價、商品生命周期、包裝、配銷及公共關(guān)系均以市場定位為依據(jù)。由麥當勞引進國際連鎖企業(yè)的經(jīng)營，呈現(xiàn)競爭白熱化的市場態(tài)勢，在這多變的市場與競爭激烈的環(huán)境中，惟有建立強而有力的行銷定位策略，才能找出一條生存與發(fā)展的市場空間。

      2.肯德基的促銷策略

      肯德基促銷策略一、市場定位

      a. 肯德基的市場優(yōu)勢在于清潔（clean）、快速（fast）、品質(zhì)（quality）、服務(wù)（service）、價值感（value）。

      b.肯德基的市場優(yōu)勢為商品的獨特口味。

      c.比薩的市場優(yōu)勢是，它是全家的快餐伙伴，以家庭成員為主要服務(wù)對象。

      d.wa的市場優(yōu)勢為中式傳統(tǒng)口味，并加上清潔的就餐環(huán)境。

      e.cd以顏色管理為市場優(yōu)勢，并搭配小菜與牛肉為主的商品定位。

      肯德基促銷策略二、行銷定位策略

      行銷定位策略是行銷成功與否的重要關(guān)鍵。由于所有的行銷活動，包括銷售、廣告、促銷、訂價、商品生命周期、包裝、配銷及公共關(guān)系均以市場定位為依據(jù)。由麥當勞引進國際連鎖企業(yè)的經(jīng)營，呈現(xiàn)競爭白熱化的市場態(tài)勢，在這多變的市場與競爭激烈的環(huán)境中，惟有建立強而有力的行銷定位策略，才能找出一條生存與發(fā)展的市場空間。

      3.肯德基促銷策劃書怎么寫啊

      以下是策劃書的基本格式

      一、策劃書名稱

      盡可能具體的寫出策劃名稱，如“*年*月**大學**活動策劃書”，置于頁面中央，當然可以寫出正標題后將此作為副標題寫在下面。

      二、活動背景 ：

      這部分內(nèi)容應(yīng)根據(jù)策劃書的特點在以下項目中選取內(nèi)容重點闡述；具體項目有：基本情況簡介、主要執(zhí)行對象、近期狀況、組織部門、活動開展原因、社會影響、以及相關(guān)目的動機。其次應(yīng)說明問題的環(huán)境特征，主要考慮環(huán)境的內(nèi)在優(yōu)勢、弱點、機會及威脅等因素，對其作好全面的分析（SWOT分析），將內(nèi)容重點放在環(huán)境分析的各項因素上，對過去現(xiàn)在的情況進行詳細的描述，并通過對情況的預測制定計劃。如環(huán)境不明，則應(yīng)該通過調(diào)查研究等方式進行分析加以補充。

      三、活動目的、意義和目標：

      活動的目的、意義應(yīng)用簡潔明了的語言將目的要點表述清楚；在陳述目的要點時，該活動的核心構(gòu)成或策劃的獨到之處及由此產(chǎn)生的意義（經(jīng)濟效益、社會利益、媒體效應(yīng)等）都應(yīng)該明確寫出。活動目標要具體化，并需要滿足重要性、可行性、時效性

      四、資源需要：

      列出所需人力資源，物力資源，包括使用的地方，如教室或使用活動中心都詳細列出。可以列為已有資源和需要資源兩部分。

      五、活動開展：

      作為策劃的正文部分，表現(xiàn)方式要簡潔明了，使人容易理解，但表述方面要力求詳盡，寫出每一點能設(shè)想到的東西，沒有遺漏。在此部分中，不僅僅局限于用文字表述，也可適當加入統(tǒng)計圖表等；對策劃的各工作項目，應(yīng)按照時間的先后順序排列，繪制實施時間表有助于方案核查。人員的組織配置、活動對象、相應(yīng)權(quán)責及時間地點也應(yīng)在這部分加以說明，執(zhí)行的應(yīng)變程序也應(yīng)該在這部分加以考慮。

      這里可以提供一些參考方面：會場布置、接待室、嘉賓座次、贊助方式、合同協(xié)議、媒體支持、校園宣傳、廣告制作、主持、領(lǐng)導講話、司儀、會場服務(wù)、電子背景、燈光、音響、攝像、信息聯(lián)絡(luò)、技術(shù)支持、秩序維持、衣著、指揮中心、現(xiàn)場氣氛調(diào)節(jié)、接送車輛、活動后清理人員、合影、餐飲招待、后續(xù)聯(lián)絡(luò)等。請根據(jù)實情自行調(diào)節(jié)。

      六、經(jīng)費預算：

      活動的各項費用在根據(jù)實際情況進行具體、周密的計算后，用清晰明了的形式列出。

      七、活動中應(yīng)注意的問題及細節(jié)：

      內(nèi)外環(huán)境的變化，不可避免的會給方案的執(zhí)行帶來一些不確定

      性因素，因此，當環(huán)境變化時是否有應(yīng)變措施，損失的概率是多少，造成的損失多大，應(yīng)急措施等也應(yīng)在策劃中加以說明。

      八、活動負責人及主要參與者：

      注明組織者、參與者姓名、嘉賓、單位（如果是小組策劃應(yīng)注明小組名稱、負責人）。

      注意：

      1、本策劃書提供基本參考方面，小型策劃書可以直接填充；大型策劃書可以不拘泥于表格，自行設(shè)計，力求內(nèi)容詳盡、頁面美觀；

      2、可以專門給策劃書制作封頁，力求簡單，凝重；策劃書可以進行包裝，如用設(shè)計的徽標做頁眉，圖文并茂等；

      3、如有附件可以附于策劃書后面，也可單獨裝訂；

      4、策劃書需從紙張的長邊裝訂；

      5、一個大策劃書，可以有若干子策劃書。

      注：1、該策劃書格式由我和我的學生助手張志永共同完成，感謝他的辛勤勞動；

      2、本格式主要參閱書目類別為：營銷策劃、項目管理和創(chuàng)業(yè)計劃指導書；

      3、SWOT分析是現(xiàn)代管理一種分析技術(shù)，我們認為它的應(yīng)用領(lǐng)域廣泛，特將其引入大學活動策劃；

      4、項目尚不夠齊全，歡迎網(wǎng)友指出其中不足并做以補充，讓它的實用性和易用性更強一些

      4.為肯德基策劃促銷活動

      基本上肯德基的促銷都是靠新上市的商品來吸引人們的注意力，但是在這種感覺上往往還是那些喜歡吃這個的人才去，效果的明顯不長久而且也不算很大，肯德基目前的消費群體，大部分是青年人，情侶占居多，所以我覺得想用一個活動來得到更大的效應(yīng)，那么必然就是針對其他人群開展，比如4個人是一起的同時在一起消費，給予七五折，這樣看似打折了，實際上每打一次折都照以前多進入了2個人。

      在這樣的前期下，就要看前期進入店面的人是否居多于1-3個人，如果是1-4，那么這個活動就改成5，這樣既可以讓肯德基在現(xiàn)在的人瞬間暴漲，又可以有足夠的利潤，然而打折的比例和人數(shù)，還得您自己定奪，我只是臨時看見了給予的答復，但愿有用。

      5.關(guān)于肯德基的銷售策略

      1.產(chǎn)品里面材料有不少是應(yīng)季食品，受限制于材料的原因不可能成為長期的食品。例如：雪頂芒果沁飲。紫薯蛋撻等等。

      2.公司有專門負責新產(chǎn)品設(shè)計的部門。出這樣短期上市的產(chǎn)品一是為了吸引顧客，培養(yǎng)新顧客，另一方面是為了改善KFC的食品搭配，并了解顧客的大眾口味。

      3.有些食品會成為長期的食品，是因為材料和千次（每1000次點餐中此食品的售賣數(shù)量）的因數(shù)，沒有材料的限制，并且符合大多數(shù)人的口味得到顧客的認同，才有可能成為長期的產(chǎn)品。例如：深海鱈魚堡。

      6.肯德基、麥當勞的營銷策略

      一、肯德基迎合當?shù)厥袌龅目谖恫粩嗤瞥鲂缕娈a(chǎn)品，在視覺上和感官上給人想去體驗的感覺，但是并不一定新產(chǎn)品都好吃。

      肯德基在廣告投入上比較符合中國人的口味，尤其是溫情片段，相反麥當勞的廣告明顯帶有西方幽默的口味，中國人看起來不來電，麥當勞的產(chǎn)品品質(zhì)比較高，口感和原料都很講究，但是麥當勞產(chǎn)品更新上沒怎么下功夫，但是我認為KFC雖然更新產(chǎn)品快，但產(chǎn)生相應(yīng)的費用也不會少，培訓、新促銷、廣告……羊毛出在羊身上。 二、kfc是迎合當?shù)叵M市場，推出產(chǎn)品。

      麥當勞則是用全球相同品質(zhì)的產(chǎn)品來改變中國人的飲食習慣。我覺得這個愛國不愛國沒有什么關(guān)系，我覺得飲食文化的入侵沒有什么不好！多元化的產(chǎn)品只能滿足我們不同口味的需要，我們的胃是幸福的。

      三、中國人有個毛病隨大流，肯德基廣告多，自然在小朋友當中知名度就高了，有幾個小孩知道麥當勞？小孩子知道的途徑無非也就是電視。成年人就更不用說了大家心里都明白…… 四、營業(yè)利潤和營業(yè)額和消費人數(shù)等等不是一回事，不能說明什么問題，給你據(jù)個例子，我市的美國領(lǐng)事館高活動，市內(nèi)老外基本都去了，人家只要麥當勞的東西。

      什么肯德基？，人家只要麥當勞的巨無霸。

      7.麥當勞與肯德基的營銷策略

      以下是我個人看法

      一、肯德基迎合當?shù)厥袌龅目谖恫粩嗤瞥鲂缕娈a(chǎn)品，在視覺上和感官上給人想去體驗的感覺，但是并不一定新產(chǎn)品都好吃。肯德基在廣告投入上比較符合中國人的口味，尤其是溫情片段，相反麥當勞的廣告明顯帶有西方幽默的口味，中國人看起來不來電，麥當勞的產(chǎn)品品質(zhì)比較高，口感和原料都很講究，但是麥當勞產(chǎn)品更新上沒怎么下功夫，但是我認為KFC雖然更新產(chǎn)品快，但產(chǎn)生相應(yīng)的費用也不會少，培訓、新促銷、廣告……羊毛出在羊身上。

      二、kfc是迎合當?shù)叵M市場，推出產(chǎn)品。麥當勞則是用全球相同品質(zhì)的產(chǎn)品來改變中國人的飲食習慣。我覺得這個愛國不愛國沒有什么關(guān)系，我覺得飲食文化的入侵沒有什么不好！多元化的產(chǎn)品只能滿足我們不同口味的需要，我們的胃是幸福的。

      三、中國人有個毛病隨大流，肯德基廣告多，自然在小朋友當中知名度就高了，有幾個小孩知道麥當勞？小孩子知道的途徑無非也就是電視。成年人就更不用說了大家心里都明白……

      四、營業(yè)利潤和營業(yè)額和消費人數(shù)等等不是一回事，不能說明什么問題，給你據(jù)個例子，我市的美國領(lǐng)事館高活動，市內(nèi)老外基本都去了，人家只要麥當勞的東西。什么肯德基？，人家只要麥當勞的巨無霸。

      聲明:本網(wǎng)站尊重并保護知識產(chǎn)權(quán)，根據(jù)《信息網(wǎng)絡(luò)傳播權(quán)保護條例》，如果我們轉(zhuǎn)載的作品侵犯了您的權(quán)利,請在一個月內(nèi)通知我們，我們會及時刪除。
       蜀ICP備2020033479號-4  Copyright ? 2016  學習鳥. 頁面生成時間：2.530秒

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