摘要：本文是为佛山牛锅王火锅(以下简称牛锅王)所做的一个增加品牌知名度的推广方案。当前，牛锅王主要在短信营销和会员卡两个方面作推广，但由于其宣传力度不够，从而导致经营的销售额出现下降甚至倒退。究其原因，由于开业时间短，品牌的推广时间不足。同时，品牌推广的途径少，无法有效传递品牌形象。在互联网发展迅速的时代，消费者更愿意利用网络平台来认识企业。为了解决牛锅王的推广问题，本文提出相应的推广策略，其中企业通过利用新浪微博平台来对牛锅王品牌进行展示，从而达到加强与消费者的互动。同时，使用拉手网团购的策略能让消费者用优惠的价格体现牛锅王的高档服务。

关键词：火锅，品牌，营销，推广方案

Abstract：This article is for the Foshan Niuguowang Chafing Dish (hereinafter referred to as the Niuguowang) as a brand outreach program. The Niuguowang is mainly in two aspects of the SMS marketing and the membership cards for promotion, but enough publicity, leading to business sales declined even retrogression. Investigate its reason, the opening time is short, and the promotion of the brand of insufficient time. At the same time, the way of brand promotion, can not effectively communicate the brand image. In this rapid development of the Internet era, the consumers are more willing to understand the enterprise network platform. In order to solve the problem of cattle pot promotion of the promotion strategy, which the enterprise through the use of the Sina Micro Blog, on display to the brand of the Niuguowang, and thus to strengthen the interaction with the consumers. And using the Lashou net group purchase strategy can let the consumers with preferential prices reflect the Niuguowang of high-grade service.

Key words: chafing dish, brand, marketing, outreach program