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'連鎖餐飲店品牌打造法 餐飲店首先要搶佔資源'

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'連鎖,餐飲店,品牌,打造,先要,搶佔,資源,餐飲業,普通,品'

'在餐飲業，普通品牌的餐廳、酒樓每過一兩年就要裝修一次，否則就要被裝修投入高的對手擠垮。但知名品牌不是這樣。誰見過麥當勞三兩年就換裝修，顧客是衝着麥當勞三個字去的。 餐飲行業的低級競爭是拼裝修、拼價位，高級競爭是拼品牌、拼服務。 做特許連鎖，'

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'2015-08-13 17:49:43'

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'<p style="text-align: center; ">
	<img alt="" src="/uploads/allimg/150813/3-150Q31J940313.jpg" style="width: 319px; height: 220px; " /></p>
<p>
	　　在餐飲業，普通品牌的餐廳、酒樓每過一兩年就要裝修一次，否則就要被裝修投入高的對手擠垮。但知名品牌不是這樣。誰見過麥當勞三兩年就換裝修，顧客是衝着&ldquo;麥當勞&rdquo;三個字去的。</p>
<p>
	　　餐飲行業的低級競爭是拼裝修、拼價位，高級競爭是拼品牌、拼服務。</p>
<p>
	　　做特許連鎖，鍛造品牌更是第一位的。</p>
<p>
	　　那麼，對於營銷能力不足的餐飲業來講，該如何做品牌呢?</p>
<p>
	　　1.餐飲店首先要搶佔資源</p>
<p>
	　　要想成爲大衆關注的焦點，你得首先把自己的產品放在大衆目光聚焦的地方。</p>
<p>
	　　對於連鎖餐飲店來講，要麼你不去登山，要麼你就去攀登最高的山。而最快捷的成功的辦法是踩在偉人的肩膀上，踩在大人物的肩膀上。什麼是大人物呢?社會資源就是大人物。</p>
<p>
	　　連鎖餐飲店要學會利用社會資源。</p>
<p>
	　　社會資源的力量無限大，大到可以讓一個普通人一夜成名，也能讓一個企業轉瞬日進萬金，關鍵就在於，你如何去尋找屬於自己品牌的資源，並把它引爆。</p>
<p>
	　　在中國創造奇蹟的機會越來越少，當我們發現一個優質資源時，我們唯有像萬寶路搶佔牛仔一樣，像大紅鷹搶佔&ldquo;勝利之鷹&rdquo;一樣，象紅金龍搶佔&ldquo;太空人&rdquo;一樣，像伊利和蒙牛搶佔&ldquo;內蒙大草原&rdquo;一樣，在消費者心智當中設定一個品牌按鈕，並充分的利用相應的消費者心智資源獲得市場競爭優勢。</p>
<p>
	　　在中國，散落在民間的資源非常多，比如地方特色類有四川的白酒、新疆的葡萄和饢、山西的麪食、內蒙的草原和牛羊肉、東北的人蔘和鹿茸&hellip;&hellip;每一個資源背後，都隱藏着巨大的開發潛力。</p>
<p>
	　　內蒙古&ldquo;小肥羊&rdquo;，搶佔的是&ldquo;內蒙羊肉&rdquo;的資源;重慶&ldquo;小天鵝&rdquo;，搶佔的是&ldquo;重慶火鍋&rdquo;的資源;臺灣泡沫紅茶&ldquo;仙蹤林&rdquo;，搶佔的是童話&ldquo;綠野仙蹤&rdquo;的資源;&ldquo;真功夫&rdquo;中式快餐，搶佔的是&ldquo;中國功夫&rdquo;的資源&hellip;&hellip;</p>
<p>
	　　&ldquo;蒙自源&rdquo;是做雲南米線的，雲南米線的發源地就是雲南蒙自縣，那個家喻戶曉的&ldquo;秀才老婆發明雲南米線&rdquo;的故事也是起源於蒙自。</p>
<p>
	　　&ldquo;蒙自源&rdquo;的第一個策略就是搶佔&ldquo;雲南&rdquo;這個資源。</p>
<p>
	　　大家都知道，雲南是中國最具有神祕色彩和民族風情的地區，素稱&ldquo;彩雲之南&rdquo;，她所擁有的獨特異域風情、少數民族故事、茶馬古道、豐富的動植物原料等等，都給雲南這個地方增添了無窮的魅力。</p>
<p>
	　　搶佔雲南，首先是要搶佔她豐富多彩的異域風情，在店面形象上，主要形象由阿詩瑪、芭蕉樹、吊腳樓等具有云南特色的風情風物構成，營造出一個五彩斑斕的雲南印象。</p>
<p>
	　　搶佔雲南，其次是要搶佔她豐富的植物性食品來源，在以米線爲主的菜品開發基礎上，把雲南特有的一些食品，都作爲連鎖店的菜品，比如：雲南的蘑菇、茶馬古道上的餅等等。</p>
<p>
	　　搶佔雲南，更要從名字上建立競爭壁壘，防止對手跟進。&ldquo;蒙自源&rdquo;雖然能表示出雲南米線正宗的意義，但是這個名字一是不好記，二是不能明顯表示出雲南的感覺。我們建議把名字改爲&ldquo;茶馬驛站&rdquo;，既強調了雲南，又有時尚和現代的感覺，還能營造茶馬古道的氛圍。</p>
<p>
	　　有了&ldquo;茶馬驛站&rdquo;這個名字，店面形象就有了設計的原點，那種茶馬古道上的風情、古樸而略顯原始、原始中透出時尚的味道，就變得異常強烈起來。</p>
<p>
	　　2.連鎖餐飲要創造&ldquo;品類第一&rdquo;</p>
<p>
	　　打造品牌的最有效的、最具生產力的、最快捷的方法是創造一個新的商品類別，使自身品牌成爲一個全新類別裏的第一個品牌。</p>
<p>
	　　要創建新品牌，你的核心任務就是成爲某一個新品類的第一。對於打造新品牌來說，就是創造一個新品類。</p>
<p>
	　　&ldquo;沒有競爭是最好的競爭&rdquo;，你一旦在某個新類別裏成爲第一，實際上，你在這個品類裏是沒有任何競爭對手的。</p>
<p>
	　　要在一個尚不存在的商品類別裏創建一個新品牌，你只需要做兩件事：</p>
<p>
	　　一、你應該這樣開創品牌，要給人以這樣的感覺，你的品牌是第一個，是領先的，是先鋒，或是獨創的。</p>
<p>
	　　二、你必須促銷這個新的商品類別。</p>
<p>
	　　&ldquo;仙蹤林&rdquo;在創建之初，就着手創建屬於自己的品類。</p>
<p>
	　　當時，他們考慮到，中國茶飲歷史悠久，稱之爲國飲毫不過分。茶飲比麥當勞更適合中國人的口味。但華人圈裏尚未出現類似麥當勞的國際連鎖集團，做茶飲有可能成功。</p>
<p>
	　　真正有錢人顧及地位少有涉足茶飲行業的，因此，業內沒有強勁對手。他們確信，從事一個衆人輕視的行業，無疑少了很多強勁對手，自然地，成功幾率也就高了。</p>
<p>
	　　&ldquo;仙蹤林&rdquo;老闆還意識到，商場上存在一種現象，就是&ldquo;一種商品只會留給一個品牌&rdquo;。也就是市場上常說的&ldquo;只有第一，沒有第二&rdquo;。</p>
<p>
	　　有了以上分析，&ldquo;仙蹤林&rdquo;老闆率先將臺灣泡沫紅茶引進了大陸，並首先將仙蹤林定位成&ldquo;文化、健康、休閒&rdquo;的茶飲品牌，再通過鮮明的特色&mdash;&mdash;裝修特色和食品特色而讓人記住了&ldquo;仙蹤林&rdquo;這個品牌，以後，又在上海的淮海路搶灘成功，通過幾年的發展，&ldquo;仙蹤林&rdquo;在全國已有120家分店，迅速成爲全球最大的泡沫紅茶集團。</p>
<p>
	　　爲什麼一個原本一無所有的餐飲品牌能做到這樣?</p>
<p>
	　　在中國茶飲的巨大資源下,發現了&ldquo;茶飲連鎖&rdquo;這個空白的品類市場機會，第一個去搶佔這個位置時，就會如入無人之境，快速取得成功。</p>
<p>
	　　3.餐飲品牌也要有核心價值</p>
<p>
	　　一個人要有自己的核心特長，一個品牌也要有自己的核心價值。品牌的核心價值是品牌的精髓，它代表一個品牌的最中心，不因時間的變遷而轉移。</p>
<p>
	　　譬如，海爾的核心價值是&ldquo;真誠&rdquo;，直接表現出來的品牌口號是&ldquo;真誠到永遠&rdquo;，同樣的，它的產品研發、星級服務、宣傳推廣等也都是對這一理念的詮釋和延展。</p>
<p>
	　　我們來看&ldquo;真功夫&rdquo;中式快餐是如何提煉自己的核心價值的：</p>
<p>
	　　&ldquo;真功夫&rdquo;最初的核心價值是模糊的，包括&ldquo;真功夫&rdquo;中高層的管理人員在內，答案衆說不一，有說&ldquo;美味&rdquo;的、&ldquo;開心&rdquo;的、&ldquo;蒸&rdquo;的、&ldquo;健康&rdquo;的&hellip;&hellip;</p>
<p>
	　　當一個企業對自身品牌核心價值迷惘、混亂時，這是危險的信號，它會造成品牌資源無法積累，品牌構建無法成型。</p>
<p>
	　　必須要先確定&ldquo;真功夫&rdquo;品牌的核心價值，之後才能進行整合及改造。</p>
<p>
	　　我們將市調中得到的三組數據&mdash;&mdash;喜歡中式快餐的原因、喜歡西式快餐的原因與喜歡&ldquo;真功夫&rdquo;的原因&mdash;&mdash;進行了對比分析，發現&ldquo;營養&rdquo;是&ldquo;真功夫&rdquo;在中式快餐品類共性中，唯一形成品牌差異化並在品類發展形成市場拉力的因素。</p>
<p>
	　　這使我們想起在企業訪談時聽到的&ldquo;我們的強勢資源在於我們獨特的、蒸的文化&rdquo;。這句話對了一半，&ldquo;蒸&rdquo;在嶺南的飲食養生文化中等同於&ldquo;原汁原味原形、不上火&rdquo;。&ldquo;蒸&rdquo;字是個大創意，對消費者而言，只有&ldquo;蒸&rdquo;等於&ldquo;營養&rdquo;， &ldquo;真功夫&rdquo;才能在他們心中登陸。</p>
<p>
	　　於是，&ldquo;真功夫&rdquo;真正的品牌核心價值浮出水面&mdash;&mdash;&ldquo;更有營養的美味中式快餐&rdquo;，我們將之提煉爲一句話&mdash;&mdash;&ldquo;蒸的營養專家&rdquo;。</p>
<p>
	　　4.打造連鎖餐飲的品牌符號</p>
<p>
	　　一個店鋪就象一個裝滿產品的大盤子，店鋪的裝修風格應該表現出其獨特的形象。在體現店鋪風格的要素中，視覺因素佔了很大的比重。這種視覺效應可以通過店內外的裝飾風格、菜單樣式、員工服裝等一一表現出來。</p>
<p>
	　　餐飲店要特別重視自己店鋪的視覺效果。</p>
<p>
	　　如何才能讓餐飲店的視覺效果讓人&ldquo;過目不忘&rdquo;呢?</p>
<p>
	　　現在的消費者每天要面對無數的廣告和信息，與10年前相比，現在的一個品牌畫面，它的效果已經被稀釋了10萬倍。</p>
<p>
	　　在廣告被無限稀釋的市場中，一個品牌的力量又是有限的。</p>
<p>
	　　如何才能讓有限的品牌資源，產生無限的視覺效果呢?</p>
<p>
	　　做營銷，當自己的力量不足時，不妨借別人的力量，借力打力，借船出海，站在巨人的肩膀上，以此來使自己強大。</p>
<p>
	　　用品牌符號。</p>
<p>
	　　這是一個簡化認知的時代。</p>
<p>
	　　品牌符號化最大的貢獻在於：就是能幫助消費者簡化他們對品牌的判斷，將品牌想表達的無數的信息，用一個符號來全部表達，消費者只要看到這個符號，就想到了該品牌，並聯想到品牌背後的內涵;這對於企業而言是最節省溝通成本的做法。</p>
<p>
	　　&ldquo;真功夫&rdquo;的原名叫&ldquo;雙種子&rdquo;，在提煉出&ldquo;蒸的營養專家&rdquo;的核心價值後，把品牌名改成了&ldquo;真功夫&rdquo;。</p>
<p>
	　　下一步就是爲&ldquo;真功夫&rdquo;尋找一個品牌符號。</p>
<p>
	　　正如在張藝謀所說&ldquo;每個中國人心裏都有一個武俠夢，每一個導演都渴望拍一部自己的功夫片&rdquo;。在生活節奏日益加速的都市裏，人人都揹負着巨大的生活壓力，不順心的事每天都在上演，在他們的內心當中渴望擁有超人的能力，能夠像一個武林俠客一樣，笑傲江湖，快意人生。校園裏要有哥們;交朋友講義氣;生意場就是個大江湖&hellip;&hellip;功夫文化充斥着中國的每個角落。</p>
<p>
	　　&ldquo;功夫文化&rdquo;反映的主流價值&mdash;&mdash;征服自我，超越極限!</p>
<p>
	　　功夫，中國數千年的養生文化瑰寶;中國之於世界的識別符號;人類生命科學的神祕境地;功夫文化在生活中俯手皆是、老少皆宜，人人都喜於接受;功夫，強者、英雄、競技美學的幻想，強健體魄的聯想&hellip;&hellip;</p>
<p>
	　　就像麥當勞的麥當勞叔叔、肯德基的肯德基上校、萬寶路的牛仔。&ldquo;真功夫&rdquo;需要一個能充分體現&ldquo;功夫文化&rdquo;的形象載體。</p>
<p>
	　　&ldquo;真功夫&rdquo;的他必須是一個身懷絕技的英雄;他是一個美食家，以蒸功夫享譽全球;他是全球華人的偶像;他是天人合一，健康美學的倡導者。</p>
<p>
	　　於是，一個武藝高強、體格健美、正氣凜然的功夫高手形象呼之欲出，他的眼神充滿力量，他的動作充滿張力。一個栩栩如生的鮮活形象躍然入目。最大化體現了功夫文化強身健體、修煉意志的精髓。完美的承載了&ldquo;真功夫&rdquo;這個全球華人連鎖的餐飲品牌。</p>
<p>
	　　李小龍呼之欲出。在全球華人心中，他是民族精神的象徵，是中國的功夫皇帝。於是，一個酷似小龍哥的英雄形象橫空出世。他眉目間繼承了李小龍的正氣凜然，他的動作及衣服的褶皺裏都充滿力量，是中國功夫的化身，更是健康的代言，他就是&ldquo;小龍哥&rdquo;。</p>
<p>
	　　&ldquo;真功夫&rdquo;於是又搶佔了一個最好的形象資源。</p>
<p>
	　　在&ldquo;真功夫&rdquo;的店頭形象、店內裝飾、店內主形象、餐牌、海報和一切宣傳用品上，都把李小龍的&ldquo;功夫&rdquo;形象作爲符號，把&ldquo;功夫&rdquo;的視覺形象用到了極致，產生了強大的視覺衝擊力，鎖住了每一個經過&ldquo;真功夫&rdquo;連鎖店的消費者的眼球。</p>
<p>
	　　5.滿足顧客的品牌文化體驗</p>
<p>
	　　對於一家連鎖餐飲店來講，經營菜品不僅僅要求菜品的質量要好，它更是一種文化事業。餐飲店要認真思考自己的產品能夠給顧客傳達什麼樣的文化內涵。開發產品的時候，只考慮顧客羣體、產品、品牌的主體性以及市場的前瞻性是不夠的，還應該賦予產品一定的文化內涵。</p>
<p>
	　　人們爲什麼要去麥當勞，不僅是因爲它的漢堡好喫，還因爲它代表着快樂;人們爲什麼要去酒吧，並不是僅僅想去酒吧喝酒，而是因爲想去享受酒吧的氛圍和文化;人們爲什麼要去星巴克，並不僅僅想去喝咖啡，還想去體驗在別處無法體驗的新式咖啡文化&hellip;&hellip;</p>
<p>
	　　觀察近幾年來消費者的趨勢，文化型消費者開始與經濟型消費者平起平坐。消費者喜歡既能夠同時滿足感性和理性的需求，又可以提供獨特消費感受的商品。</p>
<p>
	　　&ldquo;仙蹤林&rdquo;就迎合了消費者的文化體驗需求。</p>
<p>
	　　&ldquo;仙蹤林&rdquo;營造的山林景色迷倒了無數俊男靚女。你看，大樹枝葉繁茂，鬱郁遮天。樹上青藤懸掛，似有鳥兒在上飛鳴。樹下原木桌椅玲瓏質樸，天然無雕飾。幾個區域藉由木籬麻繩分隔開來。門旁一口水井，轆轤上垂掛的木桶裏是剛從井裏打上來的又涼又甜、沁人心脾的井水麼?幾架鞦韆總在臨街的窗前搖來蕩去，最迷人眼的是鞦韆上青春美少女的身影。有暗香浮動，又有串串笑聲襲來。多麼讓人心醉的自然真趣啊!</p>
<p>
	　　他們把幾十裏或上百里以外的野逸搬進了繁華鬧市，能不勾人心魄嗎?能不讓人流連忘返嗎?人們從此成了&ldquo;仙蹤林&rdquo;的常客，人們從此記住了&ldquo;仙蹤林&rdquo;。</p>
<p>
	　　當然，連鎖餐飲品牌要塑造美好的異鄉文化體驗，還可以通過講故事和&ldquo;文化營銷&rdquo;的方法達成。</p>
<p>
	　　演繹傳奇故事，是餐飲品牌打造品牌的快捷方式。</p>
<p>
	　　在所有信仰機制中，都會有一個與信任有關的故事。實際上，我們可以把創造一個品牌比做是講述一個故事。我們知道，神話的基礎就是講述人類是怎樣起源的，它滿足了人們內心的求知慾望。</p>
<p>
	　　&ldquo;狗不理&rdquo;包子的故事;&ldquo;雲南米線&rdquo;的故事;&ldquo;全聚德&rdquo;百年老字號的故事&hellip;&hellip;</p>
<p>
	　　所有這些故事，都要講述故事的背景、起源，以便爲公司和品牌的創建打下一個良好的基礎，讓人們對公司和品牌產生一種信賴和崇敬之情，並最終萌生一種信任的情感。</p>
<p>
	　　每個公司的成立都有其獨特的原因、都有自己的創始人和創業地點。這就象向別人講述一個故事一樣，怎樣才能讓故事更精彩、怎樣才能讓聽衆對故事感興趣，這些都是我們最應該關注的核心內容。把這些故事演繹出來，就能夠非常容易地讓你的顧客瞭解你這個餐飲品牌。</p>
<p>
	　　&ldquo;文化營銷&rdquo;對餐飲品牌來說，與&ldquo;演繹品牌故事&rdquo;同樣重要。</p>
<p>
	　　餐飲業其實是形象產業，它與文化有着很深的淵源，因此，以差異化的文化營銷保持與衆不同的形象是至關重要的。</p>
<p>
	　　&ldquo;文化營銷&rdquo;的範圍非常廣泛，凡是運用電影、戲劇、動畫片等文藝形式宣傳本公司品牌的方法都屬此列。</p>
<p>
	　　2005年，&ldquo;功夫皇帝&rdquo;李連杰主演的電影《霍元甲》風靡大江南北，&ldquo;真功夫&rdquo;連鎖快餐就搭上了這一班快車，贊助該電影，將&ldquo;真功夫&rdquo;的&ldquo;功夫&rdquo;形象再一次深深烙印在消費者心中。</p>
<p>
	　　總之，餐飲連鎖品牌的塑造，要走極端，走極端更賣貨。餐飲品牌一定要把一種社會資源牢牢搶佔、在品類上要麼不做要麼就做第一、產品開發的風格要極度有特色、搶佔一個核心價值、極端重視品牌符號的視覺效果、把文化營銷做到極致，等等。</p>
<p>
	　　只有走極端的餐飲品牌，才更能讓消費者熱愛!</p>
'

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