海底捞营销分析英语PPT

Haidilaowhatwesellisnothotpot,butservice.CONTENTSBrandintroduction01Brandimage02Marketingstrategy03Futuredirection04BrandlogoFoundedin1994,Haidilaoisalarge-scaleinter-provincialdirectcateringbrandhotpotrestaurant,whichismainlyengagedinSichuan-stylehotpotandintegrateslocalhotpotcharacteristics.itsfullnameisSichuanHaidilaocateringco.,ltd.Haidilaohasmorethan100directchainrestaurantsinChina,SouthKorea,Japan,Singapore,theUnitedStatesandothercountries.1994200020062018成立HaidilaoHotPotCityinjianyangcity,SichuanProvincewasofficiallyopened.分店Xi'anBranchofSichuanjianyangcityHaidilaoCateringCo.,Ltd.Established入会SichuanjianyangcityHaidilaoCateringCo.,Ltd.BecomesaMemberofChinaCuisineAssociation上市HaidilaowaslistedontheHongKongStockExchangeHaidilao'simage-buildinggoal:toformahouseholdname,highvisibilityandstrongidentitybrandtargetimagerecognitionsysteminthespecifiedarea.Brandimage02Visualrecognitionsystem视觉识别系统Servingbehavioridentity服务行为识别系统Hearingrecognitionsystem听觉识别系统Publicityidentificationsystem宣传识别系统Brandimage一.EstablishingtheidentificationfeatureofthepinyinofthefirstwordhaioftheChinesecharacterhaidilaoHai三.Uniformlogo,uniformutensilsandutensils.二.Unifiedbranchdesignstyle,decorationstyle.VisualrecognitionsystemThroughlayersoftraining,thetrademarkreceptionofHaidilaoisestablished..Thatis,therighthandcaressestheheartarea,thewaistisslightlybent,thefacehasanaturalsmile,andthelefthandnaturallystretchesforwardtomaketheapplicationform.Itembodiestheconsiderate,ubiquitous,ever-presentthoughtfulandconsiderateserviceandnaturalandwarmhumanisticcareofHaidilao.HearingrecognitionsystemAnupbeatstoresongthatisdistinctive,characteristicandeasytosing.PublicityidentificationsystemHaidilaonowhasinternalpublicationsandspecialAPP,etc.UserevaluationRelyingonservice,thecompanyhasmetthepersonalizedneedsofcustomerstothegreatestextentandabidedbythebeliefthatcustomersareGod.01Relyonpublicity,customerspontaneouspublicity02WiththecontinuousdevelopmentoftheInternet,newtypesofInternetservicessuchasonlinefoodordering,BZCe-commerceandmicrobloghaveemergedoneafteranother.03Hotpotindustryisaredsea.Otherbrandsaredevelopingstrongly.同质化严重01laborandrawmaterialscostsrise,foodsafetyriskcontrolisdifficult劳动力上升02Inthefuture,Haidilaoshouldsticktoitsownbrandmarketingandatthesametimeadheretochannelsinkingandoffshoreexpansionandopenupnewgrowthpoints.坚持渠道下沉和外海扩张并进打开新的增长点FuturedirectionForchainbrands,supplychainmanagementcanguaranteeproductquality,reducesafetyrisks,improveoperatingefficiencyandreducecostconsumption,whichisoneofthecorecompetitivenessofcateringenterprises.(对连锁品牌来讲，供应链管理能够保障产品品质、降低安全风险、提升运营效率、减少成本消耗，是餐饮企业的核心竞争力之一)HaidilaohaseffectivelyeasedthemarketsaturationandtheslowingdownofrevenuegrowthbroughtaboutbyitsexpansioninthefirstandsecondtiercitiesinChinabywideningthemarketsincitiesbelowthethirdtierandoverseasmarkets.(海底捞通过拓宽三线以下城市以及海外市场，有效地的缓解了其在国内一二线城市扩张带来的市场饱和、营收增速放缓的状态)