塑造品牌形象設(shè)計，在市場定位的檔次。
酒店市場定位存在的問題
酒店在市場定位時常常會出現(xiàn)某些失誤，或因旅游市場形勢發(fā)生重大變化，原先的定位已不再適應(yīng)新的市場需求。為此，酒店要對市場重新定位或糾正“錯位”的現(xiàn)象，而糾正“錯位”現(xiàn)象從一定意義上講也是一種重新定位。酒店市場定位問題主要表現(xiàn)在以下三個方面。
1.定位過低
這種定位是使消費者對酒店產(chǎn)品印象低于其客觀實際水平，如某五星級酒店打出“五星享受”，工薪價格“后，不但使原有顧客認為在這個酒店消費會影響自己的形象，工薪階層也覺得這可能是個”卷套”。
2.定位過高
這種定位是指酒店產(chǎn)品的被認知形象超過其實際存在形象。如明明只是抵擋次酒店卻定位于“高檔次酒店”，給客人以“高處不勝寒”的感覺。
3.定位胡亂
這種定位使酒店產(chǎn)品在目標市場上認知混亂不清，如原本針對低消費群體的服務(wù)項目，工薪階層去的不多，而高消費群體卻很鐘愛。
品牌：公益事業(yè)塑造形象
在公益事業(yè)方面，肯德基把主要精力放在了教育領(lǐng)域。除在餐廳定期舉辦的各種寓教于樂的“健康流動課堂”、及各種其他專項獎學(xué)金。比如，浙江省內(nèi)有肯德基餐廳的城市均設(shè)立了“肯德基小學(xué)生獎學(xué)金”，從1997年到2006年，每年的獎勵金額達70萬元。青島的好學(xué)生俱樂部在肯德基幫助下創(chuàng)立，至今已發(fā)展到270余家學(xué)校。蘇州肯德基出資贊助中央電視臺書畫院、小書畫家、夏令營的書畫展覽。
肯德基還結(jié)合各個城市當?shù)氐膶嶋H情況舉辦各種公益文體活動。在無錫展開“溫馨母親節(jié)”活動，讓每一位前來餐廳就餐的兒童送一支康乃馨給自己的媽媽；與北京市消防局共同制作防火宣傳海報5萬張；在重慶萬州地區(qū)種植1000畝肯德基希望工程林；邀請?zhí)旖蚴腥?000名殘疾兒童，殘疾學(xué)生及工作在扶殘、助殘第一線的老師門到肯德基餐廳就餐；無錫市社會福利院兒童及老師100多人到餐廳用餐等等。
據(jù)統(tǒng)計，十多年來肯德基直接和間接用在青少年教育方面及社會公益方面的款項已達6000多萬元人民幣，這些款項均用于幫助聾啞弱智兒童、貧困地區(qū)的失學(xué)兒童以及需要幫助的大學(xué)生和教育工作者。這些公益事業(yè)極好地塑造了肯德基的
品牌設(shè)計形象。
Shaping the brand image design, the grade of the position in the market.
The problems of the hotel market positioning
The hotel market positioning, often some of the mistakes, or significant changes in the tourism market situation, the original location no longer adapt to new market demands. , Hotel on the market to reposition or to correct the "dislocation" phenomenon, and to correct the "dislocation" of the phenomenon is also a certain sense to reposition. The hotel market positioning problem in the following three aspects.
(1) positioning is too low
Such a positioning is to enable consumers the impression of the hotel product below its objective the actual level of play, such as a five-star hotel five-star enjoyment of working-price ", not only to the original customer that will affect their image in this hotel consumption, working-class also think this may be a "volume sets".
(2) positioned too high
Positioning the hotel product of cognitive image more than its actual existence of the image. Such obviously just resist the times hotel located in the "high-end hotel guests to" stretched "feeling.
(3) positioned at random
Such a positioning the hotel product confusion in the target market awareness, such as the original services for low-consumption groups, working-class to small, high consumer groups very favorite.
Brand: public good shape image
In public welfare undertakings, KFC focus on the field of education. In addition to regularly organize a variety of entertaining in the restaurant "healthy mobile classroom, and various other special scholarships. For example, Zhejiang Province, Kentucky Fried Chicken restaurant cities have set up the Kentucky primary school scholarship from 1997 to 2006, the annual incentive payments amounted to $ 70 million. Qingdao good student club was founded in Kentucky to help, has been developed to more than 270 schools. Suzhou KFC sponsored CCTV painting homes, art, summer camp of painting and calligraphy exhibition.
Kentucky is also combined with the actual local situation in each city to organize public cultural and sports activities. Expand warm Mother's Day activities in Wuxi, let every one come to the restaurant, the children send a carnation to his mother; co-production with the Beijing Fire Bureau fire posters 50000; 1000 acres planted in Chongqing Wanzhou KFC Project Hope forests; invited to Tianjin, the city's 2000 children with disabilities, students with disabilities and work in Fucan, the first line of the disabled teacher door to the KFC restaurant,; Wuxi City Social Welfare of children and teachers more than 100 restaurants, etc. .
According to statistics, more than a decade KFC directly and indirectly with young people in education and social welfare payments has reached more than 6000 million yuan, these funds are used to help deaf mentally handicapped children, poor children out of school and need help Students and educators. These public welfare excellent shape the brand image of Kentucky.
