清吧策划案

“ＯＮE DＡＹ”静吧经营策划书学校：湖北工业大学

学院:艺术设计学院

班级:14广告１班

姓名：张伊

指导老师:张墨龙

目录

一序言......．.....．.........．.．.......．....．..．．..．...．.．..．..．．...... .．...．....．........．...........．..．．.....．.....．．.....．．....．4

二 MI 理念识别..．．......．．........．.．.....．..............．......．........．．...... ....．.．..........．．．．..．．....．...．．.......．．.4

名称选址...．.........．.．．.．...．.．．..．．．．.．．.......................．．.. .....．．..．....．.．.....．..．．....．.．．．．..．..．...．．．..．. (4)

性质创立理念..............．.....．............．.........．.....．....．....．.....．.... .．．......．......．．.....．.........． (4)

酒吧广告语..．.．...............．.．...．．...．.......．....．..．.．．．.．．.．.....．．.．............．．..．．..........．..．..．............．．4

酒吧口号.....．．........．..．..．....．.．．.．.....．..．.．.....．.．...．．．.．.．...．.．.．....．.．..．．．..．.....．.............．.．.....．.．.． (4)

行为基准………………………………………………………………….…………．.4

企业哲学 (4)

企业文化......．.．.．．．..............．....．...........．.．．..．....．.....．．．...．．.．..．.....．.．....．.......．..．．.．.．..．...．．........４

静吧文化..．..........．．．.．．..．．......．.．..．...．........．．．..．.．..．.. .......．．.．....．..............．.．．．...．....．．...．.．...．．．..5

公司核心服务．....．．......．.．．....．....．...．.．．..．．.．．...．.．．........．.．.....．...．．...．....．..．......．.....．．.....．.．.．.....５

三BI 精神识别.．..．．...........．.........．..．...．.....．.．．．.．..．．．...．....．........．．..．．.．...．．............．...．.．.．...．． (5)

周围环境调查..........................................................．. (5)

发展计划 (6)

经营范围..............................................................................．．. (6)

市场定位及市场分析....．............．..．.．..．.．...．...．....．.．....．.........．..．..．.......．......．..．．.．......．..．...．6

清吧主题..．.....．．....．...．...．...．．.........．．.．.．.．．....．...．...．.. ..．．．.．..．...............．．．.．..．．．..．.．.....．.．.．..．.. (6)

经营战略....．．．...．.．.．....．．．．..．.....．．．...．．...．..．．.......．．. .．．．．．．....．.．...．.．.．......．....．..．...．..．...．.....．.．.．．．．．6

宣传策划.................................................................................．．. (7)

市场营销策划……………………………………………．………………………….．7

.

关系营销 (7)

证件办理...．.．．.....．...．.．...．..．.．...．...．.．...．.．．....．.．．..．．.．.．．...．.......．....．．.．....．........．..．.．.．.．..．..．..．. (8)

价格定位．....．............．．..．.．.......．....．..．．．...．...．.......．....．.．.．.．..．.．.....．.．.．．．...．．...．..．..．..........．.. (8)

四预期成本预估……………………………………………………………………….．8

投资回报...．..．.．．.．．....．......．......．......．............．...．．.．．... .．.．．......．..．..．........．...．......．..．.. (8)

整体目标……………………………………………………………………………..９

五清吧特性…………………………．………………………………………………….１０

经营酒吧基本酒水配置………………………………………………………….….1１

酒水单．..................．.......．.....．................．．.．．...．.....．．. .....．．.......．..．.．.．.．.．．...........．....．.．.．...．..12

酒吧装修..．．..．........．................．........．．.．..............．.....．..．.............．..．．...．..．.．............．....．.．．１4

酒吧装修细节．..．....．.．．.．..．..．..．.....．．．.．.．.......．..．.....．．．．.．．．．..．.．..．.．．....．.．..．．...．..............．..．.．．．．15

室内装修．.......．.．．..．．.．.....．...........................．.．....．．...... ..........．...．..．.．...............．.....．......．.．1６

室外装修....．..．.........．．．.．..............．．....．.......．.....．.......... ..．．.............．...．.．．．....．．..．...．..．..．.．．.．16

六酒吧ＬOGO．．.．.....．......．..．....．...．.．....．...．......．........．...．．. .．．．...．..．.．....．......．．......．．．．...．．.........．.1７

标准制图..........．.．.........．．..．.....．..．.．．...．.........．.........．．. ....．..．...．.．......．..．.．．....．.．.．...． (18)

标准色．..．………………………………………………………………………….．.．．１9

会员卡..．....．.．.......．...．...．...．..．...........．.．．..．..．.．.．.．.. .....．．．....．．．.....．....．.．....．....．．．.．.．.．..．......．. (20)