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草元鍋

來自大草原的民族火鍋品牌

項目背景:品牌對于火鍋產業而言,重要性不言而喻。市場的競爭更后必將是歸結于品牌之間的競爭,誰的品牌力更強,誰就能擁有更廣闊的市場,品牌力成為火鍋企業逐鹿市場的關鍵。品牌力也是吸引消費者更為關鍵的因素,隨著人們對就餐環境、體驗、服務等方面的要求越來越高,很多人都喜歡選擇到一些“名氣大”、“品牌響”的餐廳就餐,既能享受良好就餐體驗,又很有面子,同時也吃的放心。一些火鍋企業之所以能夠獲得成功,除了產品力很強以外,品牌力可謂是其中的關鍵。本次任務為內蒙古餐飲管理有限公司企業及品牌中文詞語戰略,要求行業屬性強,為日后的長遠發展奠定基礎。充分體現行業風格,與競爭對手形成良好的形象區隔;符合目標受眾的接受習慣,得到受眾的認可和接受。

Project background: rand for hot pot industry, the importance is self-evident.Market competition will eventually be attributed to the competition between brands, whose brand is stronger, who can have a broader market, the brand influence has became the key to hot pot enterprises competing in the market. Brand is also the most critical factor in attracting consumers, as people require highly on dining environments, experiences and services, those "famous", " table" restaurants are favored to be chosen. They can enjoy a good meal, by the meantime eat healthy. Some hotpot enterprises are able to be success, except their strong products , brand is also critical.This time is enterprise and brand strategy for Inner Mongolian Catering Management Limited Corporation in Chinese, the strategy was required to have strong  attribution and laying the foundation for long-term development in the future.The strategy also require fully embodies the industry characteres and form a good image segmentation with its competitors;It should also in accordance with target audience's habits, get the audience recognition and acceptance.

 

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面臨挑戰:“小趨勢影響大產業”,這句話說的是趨勢分析對產業未來發展的重要性。火鍋產業作為餐飲業的一個重要類別,未來的發展趨勢一方面是與餐飲業的總體發展趨勢相吻合的,另一方面,它作為一種特色鮮明的業態,未來的發展也有著區別于餐飲業其他業態的獨特性。擁有“肯德基”品牌的美國洋快餐巨頭百勝餐飲集團,更終吞并了中國火鍋股“小肥羊”,優秀品牌不斷被收購將不利我國實施培育民族品牌戰略,在“小肥羊”之后誰將扛起民族火鍋的大旗?先知詞語戰略團隊所面臨的巨大挑戰是將如何重塑民族火鍋的本土化品牌。

Facing challenges:"A little trend influence the whole industry," the words is saying the importance of trend analysis to industry's future development Hot pot industry as an important category in catering industry , its developing trend in the future is in conformity with the general development trend , on the other hand, as a kind of distinctive and unique segmentation, it also differs from other segmentations in the restaurant industry in future's development.Yum Brands Group, the United States foreign fast food giant with "KFC" brand , eventually annexing the first Chinese hot-pot unit "Little Sheep", excellent brand is constantly being acquired which will be negative in developing China's national branding strategy, after "little sheep" who will carry the national flag ? The huge challenge that Wevin strategyd team facing is how to restore its national leading brand of the hot pot in China.

 

解決方案:先知團隊根據對內蒙古草原文化和火鍋起源文化的深入了解和分析,根據其“純天然、綠色”的品牌定位,為其量身打造出“草元鍋”這一草原特色的品牌名稱。“草元鍋”一名具有鮮明的地域特色,向消費者傳達了新品牌的核心信息。通過重新構詞,賦予了更豐富的含義。“草元”音同“草原”,“元”既突出了歷史文化感,又是“”的意思,象征高品質的餐飲經營服務。名稱采用固有詞,更容易記憶與傳播。

Solutions: Based on the deep understanding  and analysis of  Inner Mongolia grassland culture and pot culture origin, according to its "natural, pure, green" brand positioning, we create "grass yuan pan" this extremely grassland characteristics of brand strategys."Grass" yuan pan a with distinct regional characteristics, the core of the new brand message to consumers.Through reconstructing, the strategy endowed with more abundant meaning."Grass yuan" with "the prairie", "yuan" is highlighted the sense of history and culture, but also the meaning of "first", the symbol of high quality food and beverage management services.Inherent word was adopted, the strategy is easy to memory and spread.

 

 

Perspectives

通惠河畔

通惠河畔

    通惠河畔這個名稱本身就很有詩意,仿佛回到了古代的運河文化中,回到了

邦悅

邦悅

   通過對客戶群體的深入分析,先知創意了一批符合網站特色,同時也兼具

長信醫療

長信醫療

  背景: 長信醫療集團是由北京中醫藥大學東直門醫院疼痛中心主任、北京中醫

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