I. Introduction

China's industrious people have gradually formed four major cuisines, namely Cantonese cuisine, Shandong cuisine, Hunan cuisine and Sichuan cuisine, as well as delicious food with local characteristics during the exploration and development of food culture for thousands of years. Beijing roast duck is a famous food in Beijing, which is famous at home and abroad for its bright color, tender meat, mellow taste and fat but not greasy. Duck king Roast Duck is a new type of roast duck developed by modern roast duck masters adhering to the traditional roast duck technology. The roast duck is golden and shiny on the surface, crisp outside and fragrant inside, and tender inside. It tastes particularly delicious and is the best in roast duck.

Nowadays, the development trend of Xuanhua catering industry can be summarized as: rapid development, expanding scale and booming market. However, prosperity also means fierce competition. There are always restaurants that fall down and new ones stand up again, but there are always a few who stand firm in the big waves and continue to grow and develop. As the representative of Beijing New Roast Duck in Xuanhua catering industry, "duck king Roast Duck" should become a famous signboard.

Second, the market/enterprise analysis

The competition in Xuanhua catering market is also fierce. Various hotels and restaurants compete for limited catering resources in Xuanhua, impacting diners' tastes and horizons.

To be successful, a hotel must meet the following conditions: (1), with its own characteristics; (2) Total (quality) management; (3) Sufficient funds for market operation; (4) Innovation and innovation. These conditions are indispensable, otherwise it will be a flash in the pan. This is also the reason why many hotels and restaurants opened their doors and soon disappeared.

Oriental duck king Restaurant is a newly-built restaurant based on the original Oriental Food Plaza. After years of publicity and management, Oriental Bath and Oriental Food Garden have gained a certain popularity in Zhangxuan area, especially Xuanhua area. If we can make use of the popularity of "Oriental" in Xuanhua, promote Oriental duck king restaurants, improve the quality of dishes (the expert comments are slightly poor), and strengthen the training and management of personnel, we will certainly become a rising star in Xuanhua's catering industry.

Third, marketing planning.

The purpose of catering service is to satisfy customers. Only when customers are satisfied can the hotel make a profit. To do a good job of quality service is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on total (quality) management, effective incentive mechanism and good corporate culture atmosphere.

Duck king Restaurant has been in business for two months, and now it is holding a preferential activity of "giving back to consumers' care". Take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this activity.

1. The purpose of this activity: to increase the influence of the brand of "Oriental duck king Restaurant" and enhance its popularity and reputation; Enhance the "Oriental" image and enhance competitiveness; Enhance employees' corporate loyalty and centripetal force; Improve employees' service awareness and work enthusiasm; Further enhance the "Oriental" corporate culture; Increase sales and profits; Lay a good foundation for the next better development.

2. Activity time: July1-June 15, totally 15 days.

3. Number of participants: all employees and customers in the east have meals.

4. Customer satisfaction, employee satisfaction, management improvement and cultural innovation.

Fourth, the specific scheme planning.

(1) SP scheme

1, "Smile Service"

During the activity, all employees will serve with a smile, be meticulous and patient, let customers come on impulse and return with satisfaction, and enhance the perceived consumption value. The concrete implementation is as follows:

A mobilization meeting will be held before July 5, and a "service contest" will be held among waiters from June 6 to 65438+5. A special page will be set up in the lobby to issue "Star of Service of the Day" and give material rewards every day.

2. Special price

(1) Introduce a special dish every day, and don't repeat it every day.

(2) Give some dishes with the customer's order, such as giving two side dishes when spending 100 yuan; Above 200 yuan, add 2 cold dishes; Above 500 yuan, add 4 cold dishes, etc.

(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.

2) Internal marketing plan

Internal marketing is a management strategy, the core of which is to cultivate employees' customer awareness, then to market internal employees, and then to push products and services to the external market. This requires two-way communication and information sharing between employees and between employees and enterprises, as well as the use of effective incentives.

1. Strengthen the internal warmth management of all employees, and require each employee to treat other employees as their own customers and serve them like customers. And in the future work, internal staff marketing will be fixed.

2. essay contest

Internal staff essay: "My choice-the East" (written by all staff, one for bathing and one for catering. The purpose is to cultivate employees' love for the "East" and let everyone create the "New Oriental" together! )

Requirements: (1) What happened around Oriental duck king Restaurant and Oriental Bath can be work experience, feelings, messages, etc. (2) The genre is not limited. Prose, essays, narratives, argumentative essays and poems are all acceptable. (3) The deadline is July 13.

Encourage all employees to contribute actively. The first prize 1 was awarded in this essay activity, and the prize was 200 yuan; 2 second prizes, bonus 100 yuan; Five third prizes, 50 yuan. Focus on the exhibition.

3. Cost-saving competition

Through a series of activities, re-educate internal employees and provide their enthusiasm.

(3) product marketing plan

1, while promoting special catering, promote couples' packages, business packages, family packages, filial piety packages, etc. For example, couples' packages can be launched in 38 yuan, 48 yuan and 58 yuan.

2. Green family banquet: With the improvement of living standards, people's diet is not only to solve the problem of food and clothing, but to eat "green" and "healthy". The introduction of green family banquet will undoubtedly be favored by consumers. In the use of raw materials, advocate fresh green food; The combination of cooking methods and modern people's consumption fashion makes dishes delicious and nutritious; In the menu of family banquet, we should pay attention to the nutritional collocation of dishes and a balanced diet to meet people's health requirements. It is strongly recommended to launch the kitchen! ! !

Cultural marketing plan

Promote the "Oriental" corporate culture to consumers and enhance the influence of Oriental enterprises in the target consumer groups.

The environmental picture of duck king restaurant, the production flow chart of roast duck, and the spiritual slogan of the hotel (Oriental duck king Restaurant reminds you to pay attention to eating health) are made on the car body, so that customers can treat "eating" as a kind of enjoyment and linger.

Verb (abbreviation of verb) advertising marketing plan

In the modern society with advanced information, the media is undoubtedly the media that attracts public attention. According to the characteristics of different media and different media audiences, we should make a reasonable market positioning and target customer orientation, and choose the media to place advertisements reasonably, so as not to unilaterally pursue coverage and waste advertisements.

The combination of hard advertising and soft advertising has achieved good results. Using media integration to realize small input and large output.

Sixth, the effect analysis

1, publicity, so that consumers have a strong sense of memory, resulting in good word-of-mouth publicity, improve visibility and reputation.

2. The store is full of human feelings and thoughtful service, which can enhance the loyalty of the target consumers to the enterprise.

3. Through service competition, essay competition and cost-saving competition, the sense of belonging and centripetal force of employees are greatly enhanced, and their work enthusiasm is improved.

4. Increase turnover through sales promotion.

"Star of Service of the Day" was awarded and given material rewards.

2. Special price

(1) Introduce a special dish every day, and don't repeat it every day.

(2) Give some dishes with the customer's order, such as giving two side dishes when spending 100 yuan; Above 200 yuan, add 2 cold dishes; Above 500 yuan, add 4 cold dishes, etc.

(3) Discount, which is a magic weapon to rapidly increase consumption, is recommended to appropriately discount to stimulate consumption.

Catering Shop Planning Book (2)

There are not many shortcuts to open up the market, and suffering is the most fundamental way out. Why do you say that? Because of accurate positioning, reasonable housing prices and good reputation for cooperation, information output (publicity and promotion) is the most critical. Hotel sales can't put in a lot of media advertisements like daily necessities, even if there are, it is only in the early stage of opening, so personnel promotion is the most important means. Therefore, it is most important to pay a regular return visit.

I. Sales Department:

1, tourist source of travel agency

(1) Leverage the price, maximize the profit in the peak season, and pursue high rental rate in the off-season to attract all social teams.

(2) Stabilize the main clubs on the island, go out to inspect travel agencies in Guangdong, Shanghai and Beijing, and cooperate with travel agencies in major domestic tourist destinations to strive to become designated hotels. Mainly travel agencies on the island. Their customers are the basic customers of the hotel's survival. In the development of the tourist market of travel agencies, the price is mainly used as a lever to receive the bosses of various travel agencies and ensure the holiday rooms. There is basically no problem with obstacles, and price is the easiest thing for competitors to do. How to ensure a higher occupancy rate at the same or slightly higher price requires public relations with the staff of the Planning and Adjustment Department.

(3) Actively seek cooperation between travel agencies in Hong Kong and Macao and group tourists from travel agencies in other regions.

(4) Launch the "annual price team room" (one price per year).

(5) In order to expand catering consumption, the team requires breakfast and dinner.

(6) Strengthen the promotion of Japanese delegations, Korean delegations and conferences.

2. Promotion of conference customers

(1) Promotion time: the first half of the year 1 to April.

Second half of the year 10 to 12.

(2) promotion target: (a) government departments (b) local commercial companies (c) commercial companies outside the island.

(3) Docking meetings and individual guests with local enterprises, and establishing an off-island hotel alliance.

(4) Establish a complete agency system and organize conference visitors inside and outside the province. Plan some meetings of business economics, academic seminars, training courses and institutions.

3. Individual customers

The development of individual customers is the most important tourist market pursued by our hotel rooms. To increase the total number of rooms in a limited number, changing the proportion of individual groups is the fundamental way. In the development of personal market, the focus is on Haikou market, followed by other counties and cities on the island. From the perspective of combat readiness, the final focus shifted to places outside the island, such as Guangdong, Shanghai and Beijing.

1. Join the chain service network of the industry, strengthen contact with enterprises and institutions, stabilize existing customers and vigorously develop new customers. Customers in the local market should visit each other.

2. For individual customers, rooms and catering are bundled, and customers can enjoy different degrees of discounts on catering and entertainment at the same time in hotel listings.

3, according to the needs of different guests, design a variety of packages (including rooms, catering).

4. Vigorously develop long-term customers; Develop a reasonable room commission reward system for internal employees.

5. Expand the number of drivers soliciting customers and promote taxi drivers. Establish and improve intermediary price difference regulations and ways to improve booking price difference.

6. Open up online booking, strengthen online promotion, and expand online booking center booking.

Second, the catering department.

(1) Increase varieties and specialties, reduce prices and improve quality.

(2) Hold a "food festival" and a training course on Chinese and Western cuisine.

(3) According to festivals, corresponding reunion banquets, birthday banquets, wedding banquets, etc.

(4) Carry out sales activities with prizes, such as birthday parties, wedding banquets, room gifts, free shuttle buses, small gifts, flowers and gifts, congratulations advertisements in newspapers and magazines, and song sending activities on TV broadcasts.

(5) increase the designated meals of travel agencies, give preferential treatment to tour guides, and increase the consumption of group self-ordered meals and flavored meals. The front desk provides a list of the tour guide's name and room number to the catering department every day, so that the sales department can contact the catering department. )

Third, establish an internal consumption chain

A. Complete internal consumption chain through internal and external promotion chain.

1, external publicity and promotion

(1) All-round cooperation between news media inside and outside the island, in addition to normal advertising and column cooperation, at the same time seize the opportunity to plan and hype some temporary news reports and publicity, so as to improve the visibility and reputation of the hotel.

(2) Traffic publicity:

Such as: introduction and agency booking service on the plane, publicity and agency booking service for luxury buses in Haikou and Sanya.

(3) Personnel promotion, trade fair promotion, letter promotion, and publicity through travel agencies, emails and other media. Attract guests through the above methods and other promotional networks.

2. Internal publicity network

In order to promote every consumption, guests must introduce every service to them, so it is necessary to establish an internal publicity network-from the moment they enter the hotel lobby, they can learn about the basic facilities of the hotel (making pictures of light boxes and overall facilities), and when they enter the elevator, they can further see illustrated advertisements. When they arrived at the guest room, in addition to some key items, there were also illustrated service guides, in addition to pictures of various facilities. And the hotel location map. Introduction of various traffic facilities and tourist attractions, and corresponding local customs. When you turn on the TV, you should insert the hotel introduction feature film on the hour.

3. Promote the domestic consumption chain

Through the internal cross-publicity network, introduce the methods of attracting guests by internal business departments, and complete the composition of internal consumption chain by making house discount cards and giving gifts.

Fourth, improve the return rate.

Through sales promotion, attracting guests, retaining guests and improving the return rate are the key points. Only by retaining guests and satisfying them can we improve the return rate (of course, on the premise of accurate price positioning) and increase the stock. Only by accumulation can we increase the stock and ensure a relatively stable high room opening rate. In addition to hardware, there are also software (including services, quality of catering products, and high-standard services of other business departments) to retain guests. At the same time, we can take some ways of giving away and giving preferential treatment-we can implement a "housing consumption credit card": if we spend a certain amount of money or housing, we can enjoy giving away a house, and we can enjoy preferential discounts with this card. After a certain number of houses are reached, you can apply for VIP gold card and silver card with this card.

Verb (abbreviation of verb) changes the structure of tourist sources.

Through market analysis, in addition to retaining customers, changing customer structure is an important means to improve efficiency. The first option is to change the team structure, and then change the aggregation and dispersion ratio. Change the team structure and raise the team house price. First, it is necessary to increase the number of cooperative travel agencies (small and medium-sized agencies), rather than requiring the number of each agency. When many a mickle makes a mickle (the number of small and medium-sized travel agencies is relatively small, and the price is relatively high), the second step is to improve the level of sending tours to travel agencies. First, it is necessary to improve the level of guests, reduce the loss of room items and increase the potential consumption after check-in. Take the way of alternating replacement to achieve the purpose of improving the team's house price.

Changing the proportion of separated groups means reducing the number of group receptions and striving to reach 50% of the proportion of separated groups within one year when the number of customers in the individual market is growing steadily. This is another important index besides the management index, and it is also the fundamental way for the later development of the hotel.

Six, open source and reduce expenditure, strengthen management

1, set up the whole group, decentralize the order procedure and audit procedure, open the agency prices of travel, cars, tickets, etc., and plug the sales loopholes.

2. Further strengthen the training of sales staff to improve their quality and professional level.

3. Deploy department levels, posts and personnel to reduce sales costs.

4, target assessment, formulate internal and external incentive mechanism, mobilize the enthusiasm of all employees.