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（一）尚汤八珍面阶段性营销目标36
（二）尚汤八珍面产品策略36
（三）尚汤八珍面促销策略37
第四部分 尚汤八珍面南京区域品牌传播策略及创意设计
一、尚汤八珍面传播策略概述39
（一）传播主题39
（二）传播对象39
（三）传播目标39
二、尚汤八珍面阶段性传播策略及创意表现
（一）第一阶段传播推广策略40
1.第一阶段传播目标40
2.第一阶段传播对象40
3.第一阶段传播主题40
4.传播口号40
5.传播方式40
6.传播时间41
7.创意表现41
8.活动创意45
（二）第二阶段传播推广策略53
1.第一阶段传播目标53
2.第一阶段传播对象53
3.第一阶段传播主题53
4.传播口号53
5.传播方式53
6.传播时间53
7.创意表现53
8.活动创意56
三、媒介策略
（一）媒介选择依据58
（二）媒介投放计划与排期59
参考文献62
附录63
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
前言
中国历来有“名以食为天”的传统，餐饮业作为第三产业中的一个支柱产业，一直在社会发展与人民生活中发挥着重要作用。江苏省餐饮行业协会曾发布数据，去年江苏餐饮业收入全国排名第三，仅次于广东和山东。南京新型中式快餐目前面临着本土特色快餐企业竞争和来自西式快餐的竞争。本土特色的快餐企业凭借其历史优势，在当地人心中的认可度较高，在同质化严重的快餐市场中特色企业占有很大优势。而以肯德基、麦当劳为代表的西式快餐以其时尚、快捷的独特优势赢得大部分的受众群体。因为一系列的因素促使了目前南京市场上越来越多的面馆兴起，规模大小不一，口风格各异，除了一些固有的知名品牌连锁面馆外，私人的小规模面馆层出不穷，更多人愿意尝试快餐面馆这一领域，所以南京快餐面馆行业的竞争很激烈，形成了连锁面馆领头、小型面馆纷杂、外来品牌与本土品牌竞争的格局。目前，连锁快餐企业已经成为南京餐饮业最具活力的部分，如何将自己的连锁品牌做大做强也是各餐饮业主思考的问题。