电子商务文案
学号：201220010132
班级：12电商1
姓名：张剑
学院：工商管理
Market analysis
1, analysis of existing products on the market
2, consumption characteristics analysis
3, the target consumer group analysis
Analysis of existing products on the market
China is the world's seafood production and consumption country, has an extensive seafood market. With the continuous economic development, people's living standards continue to improve, seafood consumption will increase rapidly. At the same time, consumer demand is undergoing subtle changes: Hierarchy of Needs to personalized and diversified development, more and more attention to the quality of service provided by the enterprise. In order to meet the market demand, new business model is imperative.
Consumer Analysis
China profound food culture, consumers generally prefer seafood, especially the various popular seafood, and pork, edible oil prices rise so seafood became an important alternative merchandise. Rational consumers began to develop in the direction required for seafood seafood is not limited to the surface and require fast, health, convenience, safety and sophisticated, humane, high-quality services. As people's work and life pressure, consumers less and less spare time at their disposal, in her spare time and do not have time to buy seafood processing, therefore processed seafood is very popular, consumers want business through diversification, professional management form and provide fresh, nutritious, convenient, delicious seafood dishes.
Analysis of the target consumer group
15-30 year-old consumers: They are in the early stages of life, anything in life is full of expectations, likes to try new things, dare to challenge. They have high demands for food, both delicious, but also pay attention to the food environment, petty bourgeoisie, so they should be a major seafood consumer groups.
30 --- 45 years old consumers: They are mothers and fathers who are, for the life of the consideration will be more responsible for the pressure is enormous, but they already have a certain economic base, to achieve high-grade consumption.
Consumers over 45 years old: They in the diet in a very strange position, they have the ability to enjoy a high level of consumption, but probably because of physical reasons, can not be excessive intake of high protein things, for seafood the demand is limited, and they pay more attention to the use of health food, seafood products will not be an important development goals.
Products
Restaurant Theme: Freedom Casual
Relax self, enjoy self-
Unfettered, not to be tied
Return to innocence, return to the original
Core products: seafood, friends, gathering place
Physical products: services, environment
Additional products:
Technology Attachment - teach you DIY your specialty seafood sushi
Subject Add - Relax Yourself
Seafood features
Fish
Shellfish
Shrimp
Crab category
Algae
Turtle class
Fish
Fish nutrients little difference. Fish and turtle slightly higher crude protein content of crustaceans, molluscs low. Fish is rich in growth and development of the most important nutrients - protein, fish protein contains a variety of essential amino acids, is a human quality protein food, but fish is better than livestock products, more digestible and absorbed. In addition, fish also contains linolenic acid, arachidonic acid, linoleic acid and other essential fatty acid and eicosapentaenoic acid, docosahexaenoic acid, visible, fish is not only good food, health nutrition, also anti-thrombosis, reduce blood viscosity, decreased blood pressure, can be used for the prevention and treatment of myocardial infarction, coronary heart disease, vasculitis, cerebral arteriosclerosis and other diseases. Meanwhile, the fish can activate brain cells and improve brain function.
Shellfish
Shellfish higher nutritional value and delicious. Its muscle meat, the ratio between the various trace elements appropriate, high protein content, fat content, easily digested and absorbed by the body. Shellfish are rich in calcium, trace elements, such as iodine, zinc, selenium, copper, iron, cobalt, especially the oyster meat, all shellfish highest zinc content of food. Chinese medicine believes that there is Yin shellfish eyesight, Ruanjian, phlegm, and some shellfish and Yijing Run dirty role. Everyone can eat shellfish, high cholesterol, high blood cholesterol physical persons and those with goiter, bronchitis, stomach problems and other diseases particularly suitable.
Shrimp
Modern medical studies have proven that shrimp high nutritional value, can enhance the body's immunity and sexual function, kidney yang, anti premature aging. Eat shrimp (frying, roasting, stewing can), warm wine delivery service, can cure kidney impotence, chills, body tired, waist and knee pain and other symptoms. If a woman with little or no sweat postpartum milk milk, shrimp meat, 500 grams, crush, wine hot clothes three times a day, and even served a few days, can play the role of prolactin. Shrimp sedative commonly used to treat neurasthenia, autonomic dysfunction Zhu Zheng. Shrimp can provide nutrition for the brain delicious food. Shrimp contains three important fatty acids, can make a person a long time to maintain focus.
Crabs
Crab nutritious, containing protein, fat, carbohydrates, cholesterol, vitamin A, micrograms thiamine, riboflavin, niacin, vitamin E2, calcium, phosphorus, potassium, sodium, magnesium, iron, zinc, selenium, copper, and manganese. Crabs are rich in protein and trace elements, the body has a good tonic. Crabs also antituberculosis effect extend their great benefit for the rehabilitation of tuberculosis.
Alga
Inorganic salts and algae foods rich in vitamin content , one of the best is the seaweed, the Japanese called longevity food , healthy food. Sea with high nutritional value : sodium, potassium, magnesium, iron , selenium, copper, iodine levels were rich, particularly in the high iodine content is most known, kelp iodine content in the terrestrial and aquatic plants are the highest . Algae polysaccharides and other foods that contain complex ingredients such as mushroom polysaccharides, fucoidan , laminarin and so on. With a variety of strong biological activity , can stimulate the body to produce antibodies, enhance immunity , as well as anti-fatigue , lower blood lipids , inhibit tumor cell activity, anti-aging effect . Algae foods generally contain a lot of dietary fiber , can promote bowel and intestines effect, can prevent constipation , with a variety of health functions . Mushroom, mushroom , etc. Most types of edible mushrooms are high-protein low-fat foods , the protein is high quality protein, containing eight kinds of essential amino acids, for example , in the mushrooms , the protein accounted for 20% of the dry weight , fat accounted for only 1.2% , and the fatty acids containing mainly linoleic acid , for the benefit of unsaturated fatty acids intellectual development .
Turtle class
Turtle rich in quality protein , amino acids, minerals, trace elements and vitamins A, B1, B2 , etc., with chicken , deer , cattle, pigs , fish, five kinds of delicious meat , known as " gourmet flavors of meat ," said the turtle a , turtle head , turtle meat , turtle lamps, turtle grease, glue and all other parts of the turtle has medicinal value. Its main role are: Yin, hepatitis and abnormal hyperactivity has control action ; nourishing , increased plasma protein content , promote hematopoietic function , enhance strength ; heat, reducing the abnormal body temperature, body mass and so can dissipate . Modern medical research shows that A fish contains a human blood vessel resistance to aging is an important material , eat can lower blood cholesterol , hypertension, coronary heart disease benefit . Eat moderately turtle favor maternal body recover and improve quality of breast milk . Japanese scientists experiment also confirmed that turtle has some anti-cancer effects and improve immune function. Turtle containing iron , folic acid , etc., can exuberant hematopoietic function, help to improve the athlete's endurance and recovery from fatigue . Edible turtle should be noted that Chinese medicine in the records , which can not be eaten turtle eggs, rabbits, pigs , chickens, ducks , and amaranth same food , otherwise useless .
Seafood Package Design
First, the child class
Lovely seafood cakes
Second, the youth category
DIY homemade seafood sushi
Third, the middle-aged category
Seafood nutrition and health
Children's books
Children kind of seafood dessert, we use nutrition-based, while adding cute cartoon design, let the kids have the appetite for meals, but also uses the lovely tableware (colorful and adorable)
Youth class
Young people to pursue their interest in life, have their own unique ideas, so we decided to adopt the DIY approach to the provision of raw materials and tools, so that can deepen the emotional bond between friends, enhance friendship.
Middle-aged category
Because people into middle age, the body may be difficult to accept the high-protein, high-fat foods, so we chose a healthy and nutritious seafood, with the vegetables we usually use, comprehensive variety of nutrients, to design the most suitable for use in the elderly seafood.
Restaurant Design
Restaurant There are three floors:
The first layer meals for young people, the use of aesthetic and comfortable design style, coupled with fresh music.
The second layer for children and their parents eating, using cartoon theme park design, while jumping bed with play facilities.
The third layer for use in the elderly and commercial negotiations, a comfortable seat design, with hand on this piano, violin.
Product Positioning
Enjoy your life --- Enjoy your life
Comfortable, casual, safe, healthy, green, the customer will be our specialty positioning.
Benefit assessment
(1) Seafood package costs (month): $ 210,000
(2) Seafood Set number of user groups (month): 5580 people
(3) Seafood Set the number of potential users (month): 3100
(4) Seafood Fare revenue per month: 279,000 yuan
Marketing
First stage: advertising, Internet advertising, leaflets, TV, magazines, newspapers, advertising, increasing its visibility, so that more people know our seafood hotel and its features.
Second stage: organizing special events, such as eating seafood eaters competition and so on.
Third stage: launch discounts, points to send gifts and other activities to promote consumer spending.s