策划方案-鲜芋仙连锁品牌商业策划书.docVIP

目 录 鲜芋仙项目简介···············································第2页 鲜芋仙概括····················································第2页 商业模式设计·················································第4页 二、商业模式分析················································第5页 客户细分·······················································第6页 价值主张·······················································第6页 渠道通道·······················································第7页 客户关系·······················································第7页 收入来源·······················································第8页 核心资源·······················································第9页 关键业务······················································第10页 重要合作······················································第10页 成本结构······················································第11页 营销战略·······················································第12页 产品具体营销战略··········································第12页 连锁的战略性布局··········································第14页 “鲜芋仙”简介 1.1品牌概况 “鲜芋仙”宗旨： （一）公司以健康、休闲为宗旨，提供最真诚的服务，让消费者享受轻松愉悦的消费环境，享用美味而又养生的食品。 （二）公司的价值观和信念：健康休闲，以诚为本。 这是出自台湾的“鲜芋仙”甜品连锁店，“鲜芋仙“有着悠久的历史和一群有较高忠诚度的消费群，在甜品市场上有着一定的地位和声望，不论从哪方面来看，“鲜芋仙”这个品牌早已深入人心。 甜品以缤纷鲜艳的色彩、清爽酸甜的口感、原生丰富的营养，将浪漫、甜蜜、温情一网打尽，丰富多变而又极具创意特色甜点，令这个街头相遇更具情调，释放出难以招架的浪漫滋味。以其口感新鲜、味美纯正、口味不断推陈出新，变化多样，形成众多系列，深受广大消费者的喜爱。 1.2商业模式设计 1.2.1创意构思 意念1：传说中的仙芋传奇对岸传奇，大陆兑现。 仙芋，烧仙草和芋圆古朴归真，摒弃现代繁琐的添加，回归纯天然的“甜感”秘密，从台湾岛优雅而来，将芋头蒸熟、成泥、拌匀、搓揉、切制，再融入各种粗粮，天然的颜色配置斑斓的香甜美食，夏天可冰吃，冬天善热食。抓住台湾火爆了几十年的甜品生意，告别“隔岸观火”，以传奇的意念，告别“隔岸望甜”。 意念2：骨子里的甜美甜品专家，完美主义！ 甜品，香甜的程度，侵到骨子里，形成一种独特的味觉审美。关于甜品，在仙芋传奇看来是分门别类的，不同的甜交融出不同的美味，香甜、甘甜、纯甜、微甜、回甜……各种各样的甜，取自各种各样的天然食材，或提取，或榨取，或混搭。通过特殊工艺，将甜植入到天然食材的内部，并使其呈现多种层次：先香、再甘、后甜、再回味，仙芋传奇专业甜品，让烦躁的尘世立刻穿越甜蜜美好的新世界，舌尖被拜倒在仙芋传奇裙下。只有在仙芋传奇，才体会到什幺叫：骨子里的甜美，这是一种完美主义，一种由里而发的肺腑之味，一份美好的、喜悦的、惬意的甜生活。 意念3：心灵处的面语麦香，甜伴侣！ 西点，以麦为主的五谷经过发酵、整型、成型、焙烤、冷却等过程加工而成的焙烤食品，仙芋传奇经过自行研发，推出多个系列的特色西点，如：芋见麦香、芋香迪派、传奇椰蓉、菠萝小密、玉女柔松、德式全麦、丹麦风情、巧哈斯、抹茶相思、仙竹叶卷等等。仙芋传奇让面包与甜品交流对话，让麦香与芋香巧妙融合，天衣无缝的搭配，成就香、劲、醇、韧、