● Project background

"Quanjude", as a well-known time-honored enterprise in China's catering industry, has developed for 135 years since it was founded in Tongzhi three years in the Qing Dynasty (AD 1864). After several generations' efforts, "Quanjude" has formed a series of gourmet products and a unique food culture represented by roast duck. Quanjude, a century-old shop, has become the main place for state leaders to entertain international friends and a window for international and domestic friends to know and know Beijing. Since the reform and opening up, China's catering market has developed rapidly. Facing the increasingly fierce market competition and the challenge of foreign catering industry, "Quanjude" established a large-scale catering enterprise group based on Qianmen, Hepingmen and Wangfujing Quanjude in May, 1993, including more than 51 joint ventures, ending the long-term unfavorable situation of one store and decentralized operation. Quanjude Group became the sole holder of "Quanjude" trademark, thus creating "Quanjude".

By the beginning of 1999, Quanjude Group had registered 11 trademarks in China, covering 25 categories and 124 kinds of goods or services; At the same time, it has registered the "Quanjude" trademark in 31 key countries and regions in the world. From 1996 to 1998, Quanjude trademark was awarded as "Beijing Famous Trademark" by Beijing Administration for Industry and Commerce for two consecutive years. In October, 1999, Quanjude brand was recognized as "China well-known trademark" by the State Administration for Industry and Commerce, which was the first well-known service trademark in China.

The 21th century is coming, and Quanjude time-honored brand is playing its second century in its development history. The success or failure of Quanjude brand strategy is the key to determine whether the enterprise can maintain its vigorous vitality in the new century. Project Investigation Facing the 21th century, the development of Quanjude brand, like the catering industry in China, and even the commercial and service industries in China, faces good opportunities and severe challenges.

● Opportunities

1. With the development of market economy and the improvement of people's consumption level, the effect of famous brands is becoming more and more obvious. Using and enjoying famous brands has gradually become a social fashion, and the prestigious Quanjude will be further respected and favored by society and consumers;

2. The promotion of Quanjude's state-owned enterprise reform, the establishment of modern enterprise system and the improvement of enterprise management mechanism have laid a good institutional guarantee for the promotion of Quanjude's corporate image;

3. All employees of Quanjude have deep feelings for Quanjude, a lofty sense of historical responsibility and social responsibility for promoting and developing the brand, which has become the ideological basis of corporate image public relations of Quanjude;

4. In addition, the brand image of Quanjude occupies a high position in the eyes of the public. In March, 1998, the column group of Beijing Express of Beijing TV Station and the Institute of Public Opinion of China Renmin University discussed "Which products can best represent Beijing's brand image?" This topic is investigated by questionnaire. The questionnaire asked the respondents to write down four kinds of products that best represent Beijing's economic image. As a result, there were as many as 41 or 51 kinds of Beijing products nominated, among which Quanjude Roast Duck ranked first and was unanimously considered as the iconic product that best represented Beijing's economic image. Beijing Preserved Fruits, Beijing Jeep, Peony Color TV, Erguotou Liquor, Beijing Snacks, Yanjing Beer, Dabao Cosmetics, Wang Zhihe Sufu, Lenovo Computer and Tongrentang Chinese Medicine ranked 2nd-11th.

● Challenges encountered

1. From the buyer's (consumer's) point of view: With the improvement of people's living standards and the change of lifestyle, consumers put forward higher requirements for the quality of Quanjude catering;

2. From the seller's own point of view: the operation of Quanjude Group's franchise management system requires a unified corporate image;

3. judging from the current domestic catering competitors, the domestic catering industry continues to develop. There are more than 411 roast duck restaurants named after "Beijing Roast Duck" in Beijing alone, and there are thousands of restaurants and restaurants that run Beijing Roast Duck, which makes the competition more intense.

4. From the perspective of potential competitors and substitutes in the future, the process of global economic integration is accelerating. After China's accession to the International Trade Organization, foreign catering will be more accessible and will pose a threat to the survival and development of domestic catering industry, including Quanjude. In order to seize the opportunity, meet the challenge, actively participate in the market competition, and create a world-class brand of catering industry with China cultural heritage, strong strength, extraordinary quality and outstanding market performance, the group company decided to take the 135th anniversary of the establishment of Quanjude Store in 199 as an opportunity to launch a series of multi-level corporate image public relations activities throughout the year. The public relations goal of project planning: to carry forward the enterprise spirit of "integrity, gathering but not dispersing, benevolence first", to carry forward the national brand of Quanjude (externally), to establish a brand-new image of Quanjude's time-honored brand, to create a market by celebrating the store, to promote the market by culture, to strengthen the awareness of Quanjude's roast duck delicacies (internally), to enrich the corporate culture connotation of Quanjude, and to inspire all employees of Quanjude Group to meet the challenges of the new century with 111 times confidence. Public relations strategy: In order to achieve this goal, we will hold three major activities: Quanjude Cup, Quanjude Roast Duck Food Culture Festival and Quanjude Brand Strategy Seminar. The media selection of these public relations activities is mainly newspapers, as well as TV stations and radio stations, supplemented by our company's publicity publications.

● Specific plan

The series of public relations activities throughout the year can be divided into three stages, from the prelude to the climax: the first stage: in the first quarter including New Year's Day, winter vacation, Spring Festival, Lantern Festival and other holidays, the "Quanjude Cup" Spring Festival prize-winning collection couplet activity (hereinafter referred to as the collection couplet) will be jointly held with Beijing Evening News and Beijing Couplet Research Association; For the whole society (including the employees of the group), carry out the essay "Quanjude and I" and collect the cultural relics of the store history; Set out to sort out the data, edit and publish the book Quanjude Past and Present. The second stage: On July 8th, the sixth day of the sixth lunar month, the founding day of Quanjude, the "Celebration of the 135th anniversary of the establishment of Quanjude Store and the opening ceremony of the first Quanjude Roast Duck Food Culture Festival" was held. The third stage: In the golden autumn of October, Quanjude brand strategy seminar will be held on the occasion of the 51th birthday of New China.

● The list is as follows

● Project implementation

At the beginning of the year, the group company mobilized a series of public relations activities for the whole year at the work meeting. For each activity, a special working group led by the general manager or deputy general manager and composed of relevant personnel from different business departments was set up to be responsible for the specific implementation.

(1) Overture

"Quanjude Cup" New Year Award-winning Solicitation Activity (February, 1998-March, 1999) The following is the media report of the five-color edition of Beijing Evening News during this activity: On February 22, 1998, it was published that "The Supplement Center of this newspaper, Quanjude Group and Beijing Couplet Research Association jointly organized \"

draw attention to the "\' Quanjude Cup \' New Year Award-winning Solicitation Jury List" on October 11, 1999

highlight the authority to attract readers' attention and participate in one of the "\' Quanjude Cup \' New Year Award-winning Solicitation Works" on October 16, 1999

6 days later, the first activity was prompted on October 22, 1999. Re-prompting activity is in progress. On October 26th, 1999, the "Quanjude Cup's New Year Award-winning Entries" was selected as the third

Four days later, the deadline for the third prompting activity will be February 5th, 1999 (Lunar New Year's Eve), and the "Quanjude Cup's New Year Award-winning Entries and List" will be announced.

It will be selected in the New Year's Eve. On February 25, 1999, the list of winners of the \' Quanjude Cup \' Spring Festival Award-winning Association Campaign "

Thanks for the attention of readers and all walks of life. On March 2, 1999, the news of the \' Quanjude Cup \' Spring Festival Award-winning Association Awards Conference was published.

Announce the successful conclusion of the event. On March 6, 1999, the Corporate Culture column of Beijing People's Broadcasting Station broadcasted a live interview with the reporter of the Quanjude Cup New Year Award Presentation Meeting. After the first stage of the solicitation activities, in order to better carry out the second stage of the store celebration activities, the group company made a summary in time, and officially issued a notice on the arrangement of a series of activities to celebrate the 135th anniversary of the establishment of Quanjude Store in written form on March 31, 1999, further decomposing and implementing each activity. Carry out the essay "I and Quanjude" to the whole society and collect the cultural relics of the store history; Set out to sort out the information, edit the book Quanjude Past and Present, and hold the launching ceremony on the day of Quanjude's 135th anniversary; Please ask an authoritative asset appraisal agency to conduct the second appraisal of the intangible assets value of Quanjude since the establishment of the group. The value of Quanjude's intangible assets based on October 1, 1999 is 718.58 million yuan, which is 2.63 times that of the first appraisal in 1994. Not only does Quanjude preserve and increase the value of state-owned tangible assets, but it also increases the value of intangible assets. This news was announced to the public through the news media on the day of Quanjude's 135th anniversary.

(II) Zhu Xuan

The 135th anniversary celebration of Quanjude Restaurant and the opening ceremony of the first Quanjude Roast Duck Food Culture Festival were held in the lobby on the first floor of Qianmen Quanjude Roast Duck Restaurant at 9: 31-11: 31 on July 8, 1999. More than 211 leaders and responsible comrades from the State Administration of Internal Trade, relevant commissions and bureaus of Beijing Municipal Committee and Municipal Government, district committees and district governments, journalists from news organizations and representatives of Quanjude member enterprises attended the event.

Specific arrangements

1. Singing "Group Song"

2. Speech by the chairman of the group

3. Congratulatory message from Beijing Commercial Federation

4. Letter of appointment to the head chef, deputy head chef of the group and chefs of various enterprises, and ribbon to show Quanjude's strong technical force.

5. The newly edited book Quanjude Past and Present spreads the history and culture of Quanjude in the first place.

6. No.135 Quanjude Ice Wine Collection Ceremony shows Quanjude brand extension products.

7. Please invite the leaders of relevant parties to speak

8. "Open the old wall and reproduce the old shop"-the unveiling ceremony of the old wall of Quanjude reappeared the history and traced back to the past, which left a deep impression on people.

9. The ceremony of the release of the billionth Quanjude roast duck The release of the billionth roast duck has become a hot topic for journalists to report. At 11 o'clock, before the billionth roast duck in Quanjude was baked, more than 11 photographers waited in front of the roast duck stove early to occupy the best shooting position. When the roast duck was baked, the reporters quickly pressed the shutter and recorded this meaningful historical moment with their cameras. In order to grab the first news, the reporter of Beijing Evening News forgot to have lunch and immediately returned to the newspaper to send photos. The evening paper published news photos in the first edition that afternoon, making the evening paper the first media to report this activity.

11,111 millionth Quanjude Roast Duck Sliced Duck Ceremony. Mr. Yang Dengyan, former deputy secretary general of the municipal government and the first chairman of Quanjude Group, made the first cut. This roast duck was awarded to a French couple who came to Quanjude for dinner at noon that day. In order to report the event, CCTV also conducted an exclusive interview with the chairman of the group. Unexpectedly, some foreign journalists came uninvited. For example, during the activity in the morning, Yugoslav TV station rushed to the scene to shoot; After the event, the reporter of Hong Kong Commercial Daily deeply regretted not being able to conduct the on-site interview, and made a follow-up visit to the company afterwards.

Launching Ceremony of Quanjude Special Cuisine (July 18, 1999) Time: 15: 11-18: 11 pm Venue: Room 218, Quanjude Roast Duck Restaurant, Heping Gate Attendance: leaders of the group company, representatives of all member enterprises and heads of relevant departments and offices Contents:

1. Vice President in charge of the group introduced the significance of launching Quanjude Special Cuisine and arranged for uniform food quality. Implementing the strategy of high-quality goods

2. The chief chef of the group explains the production of Quanjude specialty dishes, the quantitative calibration of taste specialty dishes, and improves the scientific and technological content

3. The newly renovated lobby on the first floor of "Opening the first floor and revealing the lobby"-"China is a must" reopened

4. Guests observe the production process of specialty dishes. And tasting and dining "Food Culture Festival" (July 18-25)

Other activities launched during the period are

1, preferential sale of fine roast duck to sincerely repay consumers

2, touring performances by international culinary masters

3, wonderful performances by Asian chefs and award-winning chefs

4, issuing "Quanjude membership card"

5.

(III) Seminar on Promoting Quanjude Brand Development Strategy (16/11/99) At 9: 11-12: 11, experts from China Business Economics Association, China Business Culture Research Association, China Academy of Social Sciences, China Renmin University, Capital University of Economics and Business, Beijing Technology and Business University, Beijing University of Technology and Beijing Finance and Trade Management Cadre College were invited in Room 511 of Quanjude Roast Duck Restaurant in Heping Gate. With the help of external brain analysis, theory guides practical project evaluation. In 1999, the corporate image public relations activities of Quanjude Group achieved the expected public relations purpose. 1. The "Quanjude Cup" Spring Festival prize-winning campaign lasted for two months, and * * * received 3,954.5 couplets from 12 provinces, cities and autonomous regions such as Beijing, Hebei, Liaoning, Inner Mongolia, Shandong, Jiangsu, Anhui, Jiangxi, Hunan, Guizhou, Guangdong and Hainan, making Quanjude's brand spread all over the country, both inside and outside the Great Wall. The youngest of the authors is a junior high school student aged 14, and the oldest is an 82-year-old man. Some old people led the whole family to participate in the writing for three generations, and even some blind people in welfare factories asked their colleagues to write for them. We didn't expect this. After the initial evaluation, re-evaluation and final evaluation of expert judges, 5 first prizes, 11 second prizes, 21 third prizes and 135 encouragement prizes were selected. This activity combined the Spring Festival with commercial propaganda, organically combined the brand image of Quanjude with the traditional couplets culture in China, created news hotspots of "building a brand by culture" and "promoting business by culture", promoted Quanjude's food culture and brand culture, and caused great repercussions in the society. 2. Improve the popularity and reputation of Quanjude brand. Many news media have made comprehensive reports on "the 135th anniversary of Quanjude's establishment and the Food Culture Festival". The forms of reporting include news, photos, sidelights and interviews.

It can be seen that the media coverage rate of this event is quite high, which not only forms a shock wave of Quanjude corporate image in China, but also spreads the news of Quanjude's 135th anniversary celebration to Beijing and the world through some overseas media. " Quanjude "has become a topic that people generally talk about and pay attention to, which further enhances the popularity and reputation of Quanjude brand and strengthens its brand image. 3. Quanjude Group achieved good economic benefits through the 135th anniversary celebration. Due to the pull of Quanjude's 135th anniversary celebration and the first Quanjude Roast Duck Food Culture Festival, the National Day holiday