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1、促销活动增加酒店受欢迎程度及营业额Increasing the Popularity and Turnover of a Jixiang Wonton Restaurant through Promotion论文摘要 吉祥馄饨是上海乃至全国具有较高知名度的中式快餐品牌，通过现代化的管理方式及经营理念，先后在全国各大城市建立了500余家特许连锁经营网络。公司本着“利益共享、风险共担、铸造品牌、持续支援”的理念，进行科学而系统的标准化管理。因此，为每一个加盟吉祥的客户开拓市场空间是我们应尽的义务。我，本论文的作者，是公司客户服务部的职员，主要帮助客户打开他们所在城市的消费市场。本论文的内容是针对一
2、个刚刚加盟吉祥的客户设计制定的。该客户的餐厅是其所在城市中第一个加盟吉祥的快餐厅，吉祥馄饨对于那里的人们来说完全是一件新鲜事物，因此，很少有人光顾这家毫不熟悉的快餐厅。再加上该餐厅所处的地理位置虽是在较为繁华的地带，但是几家早已入驻此处的餐厅也拥有各自的特色，吸引了许多消费者到他们的餐厅就餐，这样就更加影响了吉祥快餐厅的销量。所以在如此激烈的竞争中如不尽快打开自己的市场，让这里的人们了解和喜爱吉祥馄饨，该餐厅就很难在此立足，更谈不上盈利了。为了吸引更多的消费人群到这一刚刚加盟吉祥的快餐厅就餐，从而帮助该餐厅提高销售额，我与总公司商讨了一份关于产品推广的促销计划。该计划从2008年4月21日开始
3、实施，为期六周。本论文通过设计一个推广产品的促销计划，充分利用该餐厅现有的环境优势和产品特色，试图在短期内打开消费市场，从而在该城市站稳脚跟并提高销售额。前期通过客户问卷调查、SWOT分析、以及餐厅内部员工定期例会的反馈等调研方法确定了本项目的目标方向。在中期的计划执行过程中通过采用项目结构表，项目活动时间表以及项目进度跟踪表等调查评估形式确保计划得到有效执行。在后期计划评估部分，主要采取前后销售额和顾客满意度的对比进行评估。经过前期周密的调查分析和切实可行的项目设计，以及中期的严格执行与后期的分析评估，此次促销计划得以顺利完成并取得了效果。不但推广介绍了吉祥馄饨的特色，而且客户数量有所增长，
4、市场占有率与销售额也有所提高。通过此次产品推广促销计划的实施，我们意识到，在目前市场竞争日益激烈和消费人群不断流动的形势下，要想推出自己的产品特色，在商潮中站稳脚跟，必须从消费者的切身利益着想，针对不同层次的消费人群制定不同的销售方案，做到想客户之所想，做顾客之所需。关键词：推广、促销计划、客户数量、销售利润Abstract Jixiang Wonton is a well-known brand of Chinese-style fast food in Shanghai and even across China, which boasts of more than 500 chains
5、all over the country. The restaurant mentioned in this paper is the first one to join Jixiang in that city, so Jixiang wonton is an entirely new thing for the people there. Few people came to the restaurant and the turnover was very low at the beginning. This paper presents a detailed report of a pr
6、omotion project implemented to make people know and like the product of a new restaurant so as to attract more customers to the restaurant and increase sales volume. It is hypothesized that if the product promotion is succeeded, then people will know the features of Jixiang wonton will like eating i
7、t and often come to the restaurant, and the sales volume will be increasing soon.This project began on 21st Aprils, 2008. It took six weeks and we used scientific research methods of customer survey, such as face-to-face interview, questionnaires, SWOT analysis and brainstorming in identification an
8、d analysis of problems. In order to successfully implement the project, Project Framework, Activity Flow Chart with Time Scale and progressive Checklist were used to ensure that the whole project has been efficiently and effectively monitored and controlled.With our efforts, the project has finally
9、achieved its goal. More and more people know the restaurant, and the sales volume has increased greatly as we expected. Through the implementation of the product promotion, we are aware of the importance that if we want to increase the sales volume we should start from the customers personal interes
10、ts and make different sales programs for different levels of consumption.Key words: promotion project, more customers, profit increaseTable of ContentsPages1. Introduction .11.12. Summary of the Preliminary Research.22.1. Problem.2.2. Problem Analysis.2.2.1 Current situation analysis of the restaura
11、nt.2.2.2 Customer needs and wants analysis2.2.3 SWOT analysis.233453. Project Objective and Hypothesis.3.1. Project Objective.3.2. Project Hypothesis.7774. Project Rationale.85. Project Design. 5.1. Planning Activities. 5.1.1 Activities planned to take place 5.1.2 A critical path analysis of activit
12、ies. 5.1.3 People involved and their responsibilities. 5.1.4 Time scale of activities 5.2. Cost Analysis.5.3. Plan for the monitoring and evaluation of the project.5.3.1 Monitoring the plan.5.3.2 Evaluating the plan5.4. Project framework 5.5. Risk Analysis. 5.5.1 The potential risk analysis. 5.5.2 P
13、rotective measures to be taken.99910111113141415161616166. Project Implementation and Evaluation . 6.1. General introduction of time, place of project implementation. 6.2. The working steps of implementation. 6.3. Monitoring of the project171717197. Project Findings and Discussion 7.1. Results 7.2.
14、Discussion.2020228. Conclusion23Bibliography.25Appendix I Customer Survey Questionnaire.26Appendix II Flow Chart of Activities.27Appendix Flow Chart of Time Scale.28Appendix Project Framework.29Appendix Project Leaders Diary.30Appendix Project Progressive Checklist31Increasing the Popularity and Tur
15、nover of a Jixiang Wonton Restaurant through Promotion1. IntroductionJixiang Wonton has a well-know brands of Chinese-style fast food in Shanghai and even in China. The company was established in 1999, and through modern management methods and business philosophy, the business of the company has gro
16、wn rapidly these years. It has set up more than 500 chain stores in many bigger cities of China. The company follows the spirit of “shared interests, shared risk, casting brand and continued support” with a scientific and standardized management system to help the franchisers. So help every franchis
17、er open up the sale space is the duty of the company. As a member of customer service department in the company, my mission was to make a promotion project design to help a new franchiser open up the sale space. This new franchisers restaurant is the first one to join Jixiang in that city, so Jixian
18、g wonton is an entirely new thing for the people there. And there are many other restaurants nearby, they have been operating for several years and they have their own features, many customers like eating their food very much. So few people came to Jixiang wonton restaurant and the sales volume was
19、very low in the first month. The total sale of the first month was only 800 bowls; it should be about two weeks sale. In order to make people know and like the product of this new restaurant so as to attract more customers to the restaurant and increase product sale, a detail project design is very
20、necessary. It is hypothesis that if the product promotion is succeeded, then people will know the features of Jixiang wonton will like eating it and often come to the restaurant, and the sales volume will be increasing soon.To ensure the successful implementation of the project, I have read some ref
21、erence books. I find out many specific methods related to product promotion for analysis are helpful for setting up my project, such as face to face interviews, questionnaires, brainstorming and SWOT analysis, which are introduced in Practical Business Project and Proposal Design (John Hilton, 2002)
22、 and Practical Project Design (Gu Yueguo, 2002). My project design was based on the needs and wants analysis of the customer and the current situation of the restaurantthe financial resource, human resource, and physical resource. And Module 4 and Module 8 on the book World Class English for Busines
23、s is really practical, especially some rationale on product promotion. This project was scheduled to be implemented from 21st Aprils, 2008 to 1st June, 2008. The successful completion of the project would help the restaurant achieve the goal of attracting more customers to the restaurant and increas
24、ing the sales volume. In order to successfully implement the project, we should start from the customers personal interests and make different sale program for different levels of consumption. Project Framework, Activity Flow Chart with Time Scale and progressive Checklist were used to ensure that t
25、he whole project has been efficiently and effectively monitored and controlled.It was highly expected that with the mentioned special methods for the project, serious consideration and careful preparation, scientific management on the implement process, and hard working of all involved person in thi
26、s project, the project would be successful in promoting a delicious new food and attracting more customers to the restaurant and the product sale should be increased.2. Summary of the Preliminary Research2.1. ProblemThis is a new restaurant which is the first one to join Jixiang in that city, so Jix
27、iang wonton is an entirely new thing for the people there. People dont know the feature of this kind of food. So few people came to Jixiang wonton restaurant and the sales volume was very low in the first month. The problem we are facing is that how to make people know and like the product of this n
28、ew restaurant and how to attract more customers to the restaurant so as to increase sales volume.2.2. Problem Analysis2.2.1 Current situation analysis of the restaurantThe main business of this new restaurant now is selling kinds of wonton, pastries, cold dishes and some beer, wine and soft drink. T
29、he wonton is very special; it is bigger than the others and nearly has thirty types of stuffing like pure meat, vegetables with meat and seafood with meat. All the kinds are delicious. The installations are fitted up by the requirements of the parent company, white walls and floors, yellow desks and
30、 red chairs. The whole environment is very clean and comfortable for having a meal.l Financial statusThis new restaurant is made up of two shareholders. They invested ￥500,000 for starting the business, including￥200,000 debt. In order to promote this new restaurants food successfully, they want to
31、take ￥20,000 to do this promotion project. And the parent company gives us￥5,000 to support the project. It will be the total cost of all promotion activities.l Human resourcesAt present, this restaurant has ten members. Two main cooks are trained by the parent company and another cook help the two
32、main cooks do some chores in the kitchen. Two part-time service staffs are only running the operation for lunch and supper, because it is the busiest time of the whole day. And there are two staffs respectively work in upstairs and downstairs for the whole working hours. The other two persons work i
33、n the counter, one gets the money from the customers and one gives the wonton to the cook. The last member is responsible for delivering food. In order to do this promotion project successfully, the manager arrange 5 experienced staffs to do the promotion with me.l Physical resourcesThis new restaur
34、ant is located in a business street. There are two hospitals and three schools near here. The restaurant occupies an area of 200 square meters and there are two floors in the house. The installations are fitted up by the requirements of the parent company, white walls and floors, 50 yellow dining ta
35、bles with 200 red chairs. The equipment in the dining area includes one food counter, one drinks display cabinet and two refrigerators. The cashiers use the computer to do the financial affairs. It makes them feel easy to see the whole finance and helps them do the count quickly when there are a lot
36、 of customers.l Social and political environment With the improvement of Peoples living standard, more and more Chinese pay attention to the life quality. This new kind of wonton in the restaurant which is healthy and delicious will satisfy their needs. On the other hand, thanks to Chinese special p
37、olicies for small business, like reduce the tax revenue. And with the Olympic Games coming in August, 2008, the price of diet will be raising soon. All of these are benefit for us to do the promotion project.2.2.2 Customer needs and wants analysisBefore do the promotion, we should gain a better unde
38、rstanding of the customers near here. At present, the customers nearby are from 4 groups as below:1) The students in three schools near here who usually have lunch out of school.2) The patients in two hospitals near the street.3) The residents and businessmen on the street.4) The different people go
39、 shopping in this business street every day.In order to get a clear understanding of views of the customers, I organized face to face interviews with different customers on 24 Aprils, 2008. The customers presented in the interview were as follows:Five students are in the school.Five patients are in
40、the hospital.Three businessmen are on the street.Ten different people go shopping in this business street.We made a customer survey questionnaire (Please see Appendix ) with us during the interviews. And we asked the customers to give their answers to the following questions:1) Do you know Jixiang W
41、onton Restaurant?2) How do you feel about this restaurant? Does it attract you?3) If you have been eaten our food, how do you feel about it?4) What is your target price for the wonton in this restaurant?5) Can you accept the activity of free taste?6) Do you have any opinion about Jixiang Wonton Rest
42、aurant comparing to other restaurant?7) Do you have any suggestions for us to improve our service?The questionnaires demonstrated that the customers didnt know much about Jixiang Wonton Restaurant, most of the people feel the price of wonton is a little dear. The customers gave the suggestions in th
43、e interview were as follows:1) We should do some advertisement in order to make more people know the restaurant.2) The dining environment of the restaurant and quality of the wonton is better than the other restaurants.3) The price for per bowl of wonton should be between 5-10 RMB.4) Some cheaper ty
44、pes should be imported for the students.5) Most of the customers welcome the free taste activity.6) The patients and businessmen welcome to deliver food for free.2.2.3 SWOT analysisBased on the analysis of the current situation of the restaurant as well as the needs and wants analysis of the custome
45、rs, we carried out a SWOT analysis to focus the projects activities.Strengthsl The restaurant is the first one sells this kind of wonton in this city and there is no restaurant nearby sells the same food.l The wonton is very special. It is bigger than the others and nearly has thirty types of stuffi
46、ng like pure meat, vegetables with meat and seafood with meat. All the kinds are delicious.l The installations are fitted up by the requirements of the parent company, white walls and floors, yellow desks and red chairs. The whole environment is very clean and comfortable for having a meal. And it is muc
