摘要：酒店一直秉承以顾客为中心，让酒店成为宾客的家外之家。随着社会的经济发展和人们生活水平的提高，七夕节越来越受欢迎，同时七夕节对于爱情中的男女来说是充满了神奇的节日。针对于此，为了扩大酒店知名度，泰州国际金陵大酒店以“情系七夕，相约金陵”为活动主题来策划一次餐饮主题活动，以推动泰州酒店的发展及泰州旅游业发展，丰富泰州七夕文化内涵，并提升酒店形象。所以笔者针对七夕活动特点，为泰州金陵大酒店七夕节餐饮主题活动进行营销策划方案设计。
关键词：泰州国际金陵大酒店 七夕节 营销策划
Abstract:Hotel has always been adhering to the customer as the center,make hotel guest house outside the home.With the economic development of society and people living standard rise,chinese valentine’s day has become more and more popular,at the same time,chinese valentine’s day for the love of men and women is full of wonderful holiday.For,in order to expand the hotel reputation ,taizhou international jinling hotel for “affection is chinese valentine’s day,meet jinling” activity subject to plan a meal theme activities,to promote the development of taizhou hotel and taizhou tourism development taizhou chinese rich cultural connotation,and improve the image of the hotel.So the author according to the characteristics of chinese valentine’s day activity for taizhou jinling hotel qixi festival food and beverage marketing planning scheme design theme activities.
Keyword：taizhou international jinling hotel chinese valentine’s day marketing planning
目录
第一章、泰州国际金陵大酒店餐饮部营销策划设计理论依据……………………………………… 7
1.1 公共关系学理论…………………………………………………………………………………….. 7
1.2广告学理论……………………………………………………………………………………………. 7
1.3 管理学理论…………………………………………………………………………………………… 7
第二章、“七夕”主题活动设计…………………………………………………………………………… 7
2.1活动目标………………………………………………………………………………………………. 7
2.2活动主题：情系七夕 相约金陵……………………………………………………………….. 7
2.3活动时间：农历七月初七…………………………………………………………………………. 7
2.4活动地点：泰州国际金陵大酒店餐饮部………………………………………………………. 8
2.5活动前期宣传………………………………………………………………………………………… 8
2.5.1 电视、媒体宣传……………………………………………………………………………… 8
2.5.2网络宣传……………………………………………………………………………………….. 8
2.5.3海报宣传……………………………………………………………………………………….. 8
第三章、分析“七夕”市场环境状况…………………………………………………………………….. 8
3.1分析竞争者……………………………………………………………………………………………. 8
3.2分析消费者购买行为……………………………………………………………………………… 9
第四章、“七夕”产品营销策略…………………………………………………………………………… 9
4.1环境布置……………………………………………………………………………………………… 9
4.2定价策略……………………………………………………………………………………………… 9
4.3促销策略……………………………………………………………………………………………… 9
4.4产品策略……………………………………………………………………………………………… 10
第五章、实施方案……………………………………………………………………………………………. 10
5.1合理安排服务人员…………………………………………………………………………………. 10
5.2做好餐前充足的备餐准备……………………………………………………………………….. 11
5.3提供有针对性餐桌的服务……………………………………………………………………….. 11
第六章、后期工作……………………………………………………………………………………………. 11
6.1后期宣传……………………………………………………………………………………………… 11
6.2 活动总结…………………………………………………………………………………………….. 11
6.3 效果评估…………………………………………………………………………………………….. 12
