The Brand Promotion Strategy Design And Evaluation Of H Cake Shop

H cake shop in Shanghai is a set up in less than three years of Japanese cake shop,the main products are all kinds of Swiss roll. In the West many brands ofShanghai, want to occupy a space for one person is not easy. And because the Hfounders and the team are not cake entrepreneurship and enterprise managementexperience, so from the planning to do cake shop in the beginning, is facing thechallenge constantly. From the name to the location, from products to services,from production to sales, every link is to imitate edge exploration, blunders,successful, loss but also firmly. More than two years of efforts, not only achievedgood sales performance, has won a number of loyal customers, also accumulateda lot of business experience. Just in terms of marketing, limited to the tensecapital and energy is limited, in addition to participate in group purchase net twotimes the group purchase activities and mall promotions, it has not been his planmarketing activities. In2014of September to October, has closed a poorperformance of the shop, and New Inn, so will the H cake brand spread throughappropriate marketing way, become after its opening, the most important thingfacing founder team.In the past three or four years, the rapid development of Internet and the rapid popularization of mobile terminals, which makes the precision marketing in largedata based and brand community as the core of the fans economy quickly becomethe darling of the marketing. This is also the choice of these two kinds ofmarketing way, through the design of social or public relations activities, tomaintain and deepen the relationship with loyal customers.In this paper, the following work for the brand promotion strategy of:1.The second chapter of brand promotion, precision marketing and fans economyconcept definition, then from the foreign scholars and domestic scholars in twoaspects according to the time sequence, the brand promotion, precision marketingand fans economy makes a literature review, finally summarized the existingresearch is not enough.2.The third chapter to the2Chinese pastry industry characteristics and Prospectof Shanghai Xi Dian, the characteristics of the market and competitors, H cakebackground and positioning are described, combined with the "668for H cakecomments the public comments" on, and finally through the Potter five forcesmodel and SWOT model, analysis of the basic situation of face about H cakeadvantages and disadvantages, opportunities and threats of.3.The fourth chapter is based on the comprehensive analysis of the H cake,responsible for a series of "fans" level of loyal customers--"love fly" marketingactivities, in order to achieve accurate, efficient brand promotion purpose.4.The fifth chapter is to describe and evaluate, for a series of marketing activities.The innovation points in this thesis include: 1. Through the analysis of "the public comments" on the review, analysiscustomer real views, such as the most attention, what price is appropriate, to tastepreference, evaluation of competitors and so on, these are likely to think in theirdesign the questionnaire, but it is the customer in tasted the products after themost direct and clear idea, very important.2. Will be widely used in entertainment, sports and digital products industry "fanseconomy" used to promote the brand of the cake. Help enterprises to accuratelyfind the most valuable customers, and accurate, efficient and low cost brand andproduct information transmission in the past. Although the H cake is oriented tothe mass consumer, but in marketing, but not for the public, but to focus to agreater loyalty "fans" class customers, build good relationship with the "fans",through the word of mouth marketing fans, attract more consumers.