摘 要:本次毕业设计是针对海天餐饮管理有限公司旗下的餐饮店品牌三民街，为其在徐 州地区进行品牌提升和推广工作，所提出的营销推广策划方案。

三民街，是老街名字在新品牌身上的新生，同时也是作为早餐市场的新入者。我 们首先对三民街进行了市场调研分析，搜集分析了整体市场发展趋势和竞争对手的具 体资料，并总结出了三民街目前存在的一些问题。我们分析目标消费者的需求，发现 他们最注重口味、环境与地理位置这些要素，因此要针对性的打响三民街徐州名小吃 的口碑，做好店内的环境布局，分析好选址的具体要求。

由于三民街本身的品牌标识整体没有统一，我们和三民街的总监沟通后，决定对 其进行品牌提升。为了打响三民街的名号，表现历史传承，我们将其产品定位为徐州 名小吃。围绕核心消费群体的特征，联系三民街民国起源的历史，我们决定摆脱一昧 复古的元素，转而追求“在历史的传承中寻找新的开始与出发”这样的概念，因此， 我们提出了“从今早”的核心概念，同时也是切合其本身重点在做早餐的这样一个定 位上。

关键词：早餐店；三民街；徐州名小吃；品牌提升；标识设计；品牌传播

"Sanmin street" Brand image design and promotion

Abstract:This graduation design is aimed at Haitian catering management co., LTD., a subsidiar y of catering store brand street, three people for its brand and promotion in xuzhou area, have put forward marketing promotion planning scheme.

Sanmin street is a new brand of old street name and a new entrant to the breakfast market. We first to market research analysis, three people street collection analysis of the overall market trends and competitor specific data, and summarizes three people street there are some problems.Environment and geographic location of these elements, so be targeted fired three people street xuzhou famous snacks of word of mouth,  completes  the environment of the store layout.

Due to the three people's brand identity street itself without characteristic, store logo no unified whole, we in the street after the director of the communication, and three people decided to brand, from brand to brand of the core concepts of the planning and design. In order to make the name of sanmin street, the historical inheritance, we positioned its products as xuzhou famous snacks. Centered around the characteristics of core consumer groups, contact street three people had the history of the origin of the republic of China, we decided to get rid of the elements of geared to restore ancient ways, to the  pursuit  of "looking for a new start in the history of inheriting and start" this concept, as a result, we put forward the core concept of "from this morning", is also relevant to its focus on making breakfast on such a position. Finally, through a series of activities to raise the brand awareness of sanmin street, increase the consumer viscosity and expand the target market.

Key Words:Breakfast Shop Sam Man Street snacks in Xuzhou brand upgrading

目 录

摘 要 I

Abstract II

目 录 III

第一部分 项目基本情况介绍 1

一、选题原因 1

二、选题目的 1

三、广告主基本情况介绍 1

第二部分 市场调研分析 2

一、项目分析 2

（一）企业简介 2

（二）企业分析 2

二、消费者分析 3

（一）目标消费者分析 3

（二）消费者总结分析 6

（三）消费者深入访谈 6

三、竞争对手分析 7

（一）行业竞争分析 7

（二）主要竞争对手分析 9

（三）次要竞争对手分析 11

（四）潜在竞争对手分析 12

（五）整体比对 13

四、SWOT 分析 13

（一）优势 Strengths： 13

（二）缺陷 Weakness： 13