关于康师傅德克士的品牌扫描小结.docVIP

关于康师傅德克士的品牌扫描小结 Product产品 Flagship product is Crispy Fried Chicken. Similarly, there are many types of products. But the brand has not a lot of loyal fans. 主打产品“脆皮炸鸡”，产品种类也很多。 但是品牌并没有很多忠实粉丝。 Image形象 In general, most consumers repute that it is just a imitate someone elses fast food restaurant. In fact, many products are imitated Dicos. For example, its Rice Package is copied by KFC in recent years. 被大多数消费者认为是“模仿别人的快餐店”。 其实德克士很多产品是被模仿的，其中珍饭餐系列近几年被肯德基模仿。 Customer消费者 In recent years, an increasing number of young people like consuming DICOS. But the brand loyalists is still relatively few 近年来消费群开始加大，年轻人居多。但是品牌忠实者依然很少。 Channel销售渠道 Opening chain stores throughout the country through the franchise business. 通过特许加盟经营，在全国各地开连锁店。 Visual视觉 The overall tone is orange. Because orange can make people feel happy, so the atmosphere becomes warmly. 整体以橙色为主调，橙色可以使人感到快乐满足，使气氛变得温馨。 Goodwill商誉 Kwai Lun Mei and Show Luau are invites to do voice. In advertising, Crispy fried chicken is work up an appetite, it will draw consumers eyes 邀请桂纶镁与罗志祥做代言人，广告中诱人的脆皮炸鸡能很好的吸引消费者。 竞争对手——肯德基 Product产品 It is famous for the fried chicken. There are amount of fans that they like its good taste. There are many kinds of products. 以“炸鸡”闻名于世界，独特味道使肯德基拥有一大批忠实粉丝。 产品种类多，不断更新产品及产品包装。 Image形象 “Fried Chicken Experts” It is liked by Chinese result of its food that has Chinese characteristics. 公认的“炸鸡专家”，并且具有中国特色的餐品深受中国消费者青睐。 Customer消费者 They have amount of customer groups. They have a large number of loyal fans. 具有庞大的消费群，其中年龄跨度大。 拥有很多品牌忠实者。 Channel销售渠道 The KFC run it through a unique franchise that non-scratch in china. 在中国通过独特的“不从零开始”特许经营，具有中国特色。 Visual视觉 The logo what use the classical image of the Colonel Sanders with smile increase the customers’ good impression. The main key is red and white what means warm. 以创始人山德士上校的经典打扮为品牌标志，亲切和蔼的笑容增加消费者的好感度。 以红白主色调，热情奔放。 Goodwill商誉 The ads of KFC are full of life, and make people agree it. 广告特色很生活化，引起共鸣。 通过玫瑰图进行对比 由此可以看出，德克士的知名度低以及“模仿别人的快餐店”的错误印象是最大的问题。 Challenge挑战 Find