摘要:方桥点心店是主营正宗无锡小笼馒头和三鲜小馄饨的传统老字号店，面对外来快餐企业的竞争，方桥点心的市场正被逐步蚕食。经过市场调查，发现方桥点心自身存在：产品少，用餐环境不美观，缺少促销活动,经营管理方式不科学等方面的问题。因此，我们小组成员通过市场调查进行市场细分和消费者分析，从目标市场细分、品牌定位战略、营销组合战略、品牌形象设计，促销和活动策略以及媒介组合多方面考虑制作出一套完整的品牌形象推广策划方案，以达到提升方桥点心的品牌形象，提高其知名度和美誉度。使方桥点心店在保留原有顾客群体的基础上，吸引年轻消费者的注意力，激发年轻人进入方桥点心店消费的欲望，逐步成为江阴早餐市场第一品牌。

关键词 传统；市场；竞争；品牌形象；推广

Abstract:The Fangqiao refreshment shop is mainly sell wuxi xiaolongbao and small ravioli.And this shop is a traditional shop which has a long history in Jiangyin.In the face of foreign competition in fast-food industry, fangqiao refreshment shop is being gradually eroded. After market research, we found that fangqiao refreshment shop has some problems: less products, dining environment not beautiful, lack of sales promotion activities, Management methods unscientific ,etc. So,our team have made a complete promotion planning for some ways such as target market segments, brand positioning strategy, marketing mix strategy,brand image design,activities strategy,mix-media,during our market research.So as to enhance the brand image of fangqiao snacks and increase its visibility and reputation.We will help Fangqiao refreshment shop attract the attention of young costomers.Inspire young people to enter The Fangqiao refreshment shop.Our ultimate goal is to make The Fangqiao refreshment shop to be the first brand of Jiangyin breakfast market.

Keywords Tradition market competition brand image popularize