I. Market survey

1 purpose of investigation

Design a simple questionnaire to ask questions about food festivals. Through this survey, we can know the views of the potential audience of our program on the food festival, including the form, content and expectations of the host. According to the survey results, designing corresponding programs that meet the audience's tastes can successfully attract the audience's attention and achieve the effect of being an instant hit.

2. Respondents

The object of the survey is mainly college students, because the object to be attracted by the plan is also mainly college students. On the one hand, college students have certain spending power, on the other hand, they have more time and energy to pay attention to diet. In addition, the respondents should be locked into two categories, one is college students studying in Guangzhou, and the other is college students living in Guangzhou but not necessarily studying locally. Understanding the thoughts of these potential audiences is very important for our program planning, and we will tailor food programs for these college students.

3. Investigation methods

There are two main ways, online electronic questionnaire and traditional paper questionnaire, which depends on the situation. Conduct a sample survey.

4. Findings

Sampling survey 1 13 people, the results are as follows:

1. Have you seen the food program?

A, 92.03% B, no 7.7%.

2. Do you pay attention to food programs?

A, occasionally 69.9 1% B, often 13.27% C, never 16.82%.

3. What kind of food programs do you like?

A, tourism form 76.99% B, teaching form 20.35% C, other 2.66%.

4. List 1 or more of your favorite food programs.

Su Hao tan Tian Xia mei Chu gourmet datong

If conditions permit, will you go to the restaurant introduced in the food program?

A, 80.53% B, no 19.47%

6. What is the acceptable consumption amount?

A, 15.04%B is below 50, and 50 to100610 is above 23.9%.

7. What kind of dishes are you most interested in?

A, China food 10.4 1% B, exotic food 79. 18% C, snacks 10.4438+0%.

8. Who do most people go out to eat with? (multiple choices)

A, family 23% B, friends/classmates 68. 14%

C, lovers accounted for 29.20% D, single accounted for 5.3%.

9. What is the first criterion for choosing a restaurant?

A, the price is 28.3 1% B and the taste is 6 1.94%.

C, environment 9.73% D, other 0.02%

10, what information do you want most from food programs?

Food characteristics and practices Restaurant address Restaurant signature dishes.

Through the above data, we can find that college students are quite interested in food programs. In the form of programs, tourism is also very popular, so our programs are mainly in the form of tourism, with the host as the guide, shuttling through the major streets of Guangzhou. The acceptable per capita consumption is 50 to 100 yuan, which is considered as the upper-middle price. In addition, people generally like foreign food (the price of foreign food is generally higher). Therefore, the main task is to find a foreign cuisine restaurant with high cost performance, so that the audience can feel that this restaurant meets their own requirements in taste and price after watching the program.

In a word, our overall goal is to tailor a Guangzhou food program for college students.

Second, the overall design of the program

1, program name

Here comes the food! 》

The name of the program is very artistic. Imitate the name form of Kangxi is coming, and at the same time change it into a god of food by using the English name Eason skillfully, so as to connect it with our food program. At the same time, the god of food can be the name of the host, which means that the host is a gourmet who can eat.

2. Program content

Eating is a food program, which was filmed in Guangzhou. We extend the camera to every corner of Guangzhou to explore the attractive food in Guangzhou. We will introduce the delicious food of various countries that can be tasted in Guangzhou to the audience with humorous hosting style.

3, program positioning

Our audience is mainly college students, so the restaurant we introduce should meet the expectations of college students, for example, the price is affordable for college students and the taste of food is also loved by college students. Our program group is also a group of college students. What we want to promote is that we know what our audience wants to see and get from our program. Therefore, we don't choose expensive ones, we only choose good ones-high cost performance is always the primary condition for us to choose restaurants. In addition, the Shanghai World Expo is coming, and there is a concept of "traveling around the world without going abroad", which means that there are pavilions from all over the world at the Shanghai World Expo. Even if you don't go abroad, you can learn a lot about other countries in Shanghai, just like traveling around the world. Similarly, we can also find many exotic dishes other than Chinese food in Guangzhou, and we can also promote a concept similar to the World Expo, that is, "travel around Guangzhou and eat all over the world".

4. Program links

(1) Paragraph 1

① Food tasting

The host went to the recommended restaurant and tasted the specialties of the restaurant. While showing the "color" of food, he described the "smell" and "taste" of food to the audience in rich language.

② Interview the shopkeeper or chef.

Interview shops or chefs about the history, practices and characteristics of food, so that the audience can learn more about this restaurant and its food characteristics.

③ Interview the guests in the store.

The program group can interview the guests who eat in the restaurant on other dishes, so that the guests can make a more objective evaluation of the restaurant.

② The second paragraph

① Fruit Prince

At the end of the program, there was a 1 minute session. The host "Fruit Prince" explained some knowledge about fruits to promote the concept of a balanced diet. As far as possible, these knowledge or consultations about fruits are not known to everyone at ordinary times, and the host is prepared to explain them to the audience with less popular knowledge or consultations.

(2) Chicken Fireworks Dormitory Kitchen Classroom

Create a special character "chicken fireworks", which will introduce the cooking skills of the dormitory to everyone. The so-called dormitory cooking is designed for college students (or students living in dormitories). It doesn't need complicated tools or excessive materials, but simply uses tools in the dormitory and materials that are easy to buy in the supermarket to make simple cooking. After the fruit prince session, the chicken fireworks will spend about 1 minute humorously introducing a dormitory dish to the audience and teaching it.

5. Program duration

The whole program is divided into four episodes, each episode is from 10 to 15 minutes (title+first paragraph+second paragraph+ending = one episode).

The third is the division of labor of program groups.

1, photography team

The group includes directors and photographers, and is responsible for video shooting and photo shooting of the program. There are two or three members, and the director leads the group. The director has the highest authority to shoot the play. During filming, only the director can stop. If the director doesn't order it to stop, others must continue to work in their posts.

2. Host group

This group includes program hosts and guest hosts. The host of the program is fixed and is the protagonist of each episode. The guest host of each episode can be different, that is, each episode can have different collocation. This group is led by the program host. Before each boot, you must be familiar with the relevant materials, and the two hosts must discuss the contents of the hosts to form a certain tacit understanding.

3. Planning team

The group includes the chief planner and the planning consultant. The chief planner is responsible for the overall design and operation of the project. The planning consultant is responsible for setting the "food route" of each episode, and at the same time, the planning consultant should also provide relevant information to the host before the program starts to ensure that the host's hosting work can go smoothly without any mistakes.

4. Outreach Group

The team is responsible for contacting the store to ensure that the filming of entering the restaurant can be carried out. Outreach personnel must contact the store one day before the start of the program to get permission to shoot and negotiate all the details.

Fourthly, program diversity design.

Note: One episode introduces three restaurants, and the candidate restaurants are marked with *.

1, episode 1 (Asia)

(1) The modern Turkish food in Sami House.

Address: No.239 Xiaobei Road, Yuexiu District Tel: 020-835530 12

Special dishes: Turkish barbecue, rice pudding, Bota, Turkish ice cream.

② Fang Ting Restaurant (Syrian)

Address: Floor 1, No.875 North Renmin Road, Yuexiu District Tel: 020-8 1362438

Specialties: secret chickpeas, vegetable bread, cheese and mutton, grilled cheese pie and yogurt.

③ Beautiful and delicious Singapore-style restaurant.

Address: 304-3 10, 3rd floor, Yi 'an Plaza, Jianshe Liu Ma Road, Yuexiu District Tel: 020-83633594.

Special dishes: Hainan chicken rice and bak Kut teh.

* ④ Ottoman Turkish restaurant

Address: Area A, Du Dong World, No.475 Huanshi East Road, Yuexiu District Tel: 020-8760 1227.

Special dishes: secret yogurt, rice pudding, Turkish barbecue, special pizza.

⑤ Lan Xiang Indonesian Restaurant

Address: Area A, Du Dong World, No.475 Huanshi East Road, Yuexiu District Tel: 020-87605258

Special dishes: rice with ginger, beef in Badong, Sujiaduo, fried shrimps with ginseng and sweet beans, coconut cake.

2. Episode II (Europe 1)

① Baku Restaurant (Russia)

Address: Floor 2, Fortune Building, Jianshe Liu Ma Road, Yuexiu District Tel: 020-83839755

Specialties: Spring Salad, Capital Salad, Red Vegetable Soup, Roasted Lamb Chop.

② Huwa Restaurant &; Bar (Mediterranean)

Address: Shop A 104, Fuli Yulongting, No.24 Taihegang Road, Yuexiu District Tel: 020-87683277

Specialties: Hot Bread Pizza, Marguerite Pizza, Crispy Seafood Soup, Eggplant with Jinsha Meat Floss.

③ Tianye Western Restaurant (Ireland)

Address: G/F, Guangyi Building, No.38 Huadong Road, Yuexiu District Tel: 020-8360 1379

Special dishes: fish &; French fries, Guinness beef pie, prawn rice with cheese

*④R.S Restaurant (Russia)

Address: Floor 2, Guotai Hotel, No.376 Huanshi East Road, Yuexiu District Tel: 020-838 19557

Specialties: Siberian sturgeon, cheese eggplant, red vegetable soup, surprise salad, Russian milk residue pancakes.

* ⑤ Holly Department Store (Ireland)

Address: Hua Bing Hotel 1 F, No.2 Tianhe North Road, Tianhe District Tel: 020-38862675

Special dishes: fish &; French fries, Guinness beef pie, signature chicken wings

3. The third episode (Europe 2)

① Totoro Restaurant (Spain)

Address: No.7 Qingcaigang, Jianshe Liu Ma Road, Yuexiu District Tel: 020-837 10259.

Specialties: paella, Spanish bass with garlic and special salad.

② 1920 restaurant &; Bar (Germany)

Address: Jiang Yan Road 183, Yuexiu District Tel: 020-83336 156.

Specialties: German salted pig's hand, sausage platter and beer.

③ Good Luck Portuguese Restaurant

Address: No.57, Xihu Road, Yuexiu District (opposite to Bai Guang) Tel: 020-83 194966.

Specialties: Portuguese roast pork neck, Portuguese pie and roast spring chicken.

* ④ Estella Spanish Restaurant

Address: Floor 2, World Trade Center, No.371-375 Huanshi East Road, Yuexiu District Tel: 020-873026 10.

Specialties: paella, duck breast, ham and cheese platter.

* ⑤ Putin Tea Restaurant

Address: China Travel Agency Business Building, No.39-49 Lin Le Road, Tianhe District Tel: 020-388042 1 1.

Special dishes: Portuguese tarts, wood bran pudding, signature curry beef brisket, pig's head buns.

4. Episode 4 (America+Oceania)

① Argentina theme restaurant

Address: 2/F, No.3, Xihu Road, Yuexiu District (opposite to White Light) Tel: 020-833368 10.

Special dishes: barbecue, steak, roasted whole chicken, cheese pizza, Argentine grilled fish.

② Mexican sister restaurant

Address: opposite to China Travel Agency Business Building, No.43-47 Lin Le Road, Tianhe District Tel: 020-388242 10.

Special dishes: corn flakes, tacos, corn tortillas.

③ Wanqing Australian Western Restaurant

Address: Floor 1, Jiangyue Hotel, No.20 Binjiang West Road, Haizhu District Tel: 020-84 155889

Specialties: roasted oysters, vanilla kangaroo tail, roasted salmon, fried ice cream and flaming snow-capped mountains.

* ④ Mexican restaurant bar

Address: East of Zhujiang Building, No.360 Huanshi East Road, Yuexiu District Tel: 020-83863660

Specialties: Mexican chicken rolls, French guitars and cornflakes.

Verb (abbreviation for verb) program host

1, host style

Humor is still the main theme, but it is forbidden to lower the level of the program, which means that there is still a certain difference between humor and vulgar spoof. It is forbidden to use foul language and laugh at yourself, your partner or the interviewee appropriately.

In addition, the host should establish his own unique style.

As the host of the food festival, you must have a certain degree of understanding of food, not a professional gourmet, but you need to have a certain knowledge of food, so that the audience can recognize the host's point of view and think that the host is half a gourmet. Therefore, a kind of confidence and wisdom must be revealed in the discourse.

Since we are college students and the audience is also college students, it is very important to publicize personality. Nowadays, college students like maverick people, admire those who dare to say and do, and think that these people have personality. When hosting a program, the host must turn the information into his own ideas and express his own ideas in direct, bold (spicy) language (refer to the hosting styles of famous hosts Wu Junru and Xiao S).

2. Image packaging

To cater to the aesthetics of college students in Guangzhou, the image of the host can be positioned as a "hipster". "hipster" doesn't mean independence, attracting others' attention through fancy clothes, or exaggerating appropriately.

The man wears a wig with a "explosive head" on his hairstyle. The color of clothes needs to be bright and eye-catching, and the style is still casual. The hostess doesn't need to exaggerate too much. It can be a lady image (dress style like a skirt). The male host drives the humorous atmosphere and the female host mediates it. It can also be a humorous image (jeans and other casual dressing styles), and it is funny with the host.

3. Characteristic signs

The male host is the core of the program, so it is very important for the male host to have special signs, which can increase the audience's recognition.

First of all, in terms of clothing, as mentioned above, the hairstyle of the male host is a symbol.

Second, in the speech, the male host should have a special mantra and appear repeatedly in the program to enhance the audience's impression of the host and the program.

Sixth, publicity and planning.

1, publicity platform

The publicity platform is still dominated by the network, which is also divided into several regions.

The first is the video website. Well-known domestic video websites such as Tudou and Youku should upload our videos. Every member of the program group has the obligation to support the popularity of our program (often click) and drive friends around to pay attention to our program.

Secondly, SNS website is regarded as an important propaganda and diffusion platform. Renren.com, QQ alumni, etc. Find a third party (you can publish it yourself) to publish videos, and then share them continuously, so as to gradually spread influence among netizens.

In addition, we try to contact the administrators of campus forums of major universities in Guangzhou (such as Bambusa) and publish our programs in the corresponding sections (DV section, entertainment section, etc.). ), thus gaining the attention of local college students in Guangzhou.

Finally, be good at using chicken fireworks blog. Chicken fireworks are a small part of the whole program, but we should make good use of this part in publicity. We have set up a blog of Ji Lihua Netease. As a Guangzhou native who loves food very much, Ji Lihua will update her diary related to food on her blog from time to time. Of course, the chicken fireworks blog also needs publicity. Therefore, our program and Chicken Fireworks blog must form a mutually beneficial relationship, promote each other, and then enthusiastically support each other.

2. Mode of transmission

There are two ways of publicity.

The first is interpersonal communication. Through word of mouth, start from yourself, and constantly publicize to friends, so that friends can publicize to friends.

The second is group communication. Combined with interpersonal communication, BBS or SNS website is used to publicize to many netizens, so as to achieve the effect of spreading from one word to ten.

Seven. project budget

The cost of the program is mainly on the consumption of various restaurants, as well as transportation expenses.

In view of the survey results, the per capita consumption of 50 yuan-100 yuan is an acceptable consumption quota, so the consumption level of our restaurants is also moderate.

According to the content of the episode, there are three recommended restaurants, and each restaurant recommends two or three dishes. According to the person in charge of the program group, everyone pays 20 yuan in advance, so everyone is 12 restaurants *20 yuan =240 yuan.

In fact, some restaurants can be discounted or sponsored, so the price cannot be determined.