浅析俏江南餐饮品牌营销策略

A Brief Analysis on Brand Marketing Strategy of "South Beauty"

企业的发展离不开品牌营销,好的营销策略可以使一个频临倒闭的企业起死回生,发展壮大;但失策的营销不但不能有效推广和传播品牌,反而会导致企业的衰落。本文应用品牌营销理论的独特视角,以中国著名餐饮企业品牌"俏江南"为样本,通过对俏江南初创、成长、壮大到衰落各个发展阶段的调查和分析,得出企业开展市场调查和分析始终是成功营销的基础;全面、完备的策划是品牌营销的关键,根据市场变化及时进行品牌重塑和营销创新,不断创造优秀的产品。

The development of enterprises could not be separated from brand marketing. A good marketing strategy can make a enterprise that fails in frequency back to life, growing and developing. But the failure of marketing not only could low effectively promote and spread the brand, but would lead to the decline of business. This paper applies the unique perspective of brand marketing theory, and uses the famous Chinese food business brand ＂South Beauty＂ as a sample. With doing analysis of the various stages of development, growth and decline, get the conclusion that market research and analysis are the basis of successful marketing;comprehensive and complete planning is the key of brand marketing, timely rebranding and marketing innovation according to market changes, constantly creating excellent products.