本文以具有代表性的新兴凤凰九黎民俗餐饮文化企业为对象进行了品牌端 的文化研究与传播策划，从民俗文化的时代背景，餐饮行业发展的消费趋势以及 传播学、广告学的专业理论等角度为九黎民俗餐饮企业树立品牌发展观念，进行 品牌框架内容与营销传播的策划研究。 策划研究主要内容，首先，进行九黎历史文化的梳理，对九黎历史与苗族文 化进行关联，以九黎文化、民俗餐饮为出发点打造品牌广告语、品牌故事，制定 完善的企业文化，建设良好的企业环境，对内形成凝聚力、向心力和约束力，对 外提高企业的竞争力，为企业打造强大的软文化实力，也为品牌赋予渊源厚重的 历史文化底蕴；其次，确定品牌的核心价值及市场定位，延伸出统一的品牌形象 及主张，并对以新品牌形象为视觉出发点，结合自身企业特性，对产品包装进行 统一升级；最后，分析当下餐饮行业发展，切实在目前已有的区域（凤凰）建立 区域强势品牌，并为未来的区域辐射打下基础，同时制定基于大数据基础上的互 联网思维传播策略，为九黎饮食品牌的传播铺排媒体渠道，全面高效传播九黎饮 食品牌，与消费者、市场达成有效沟通。 最后，关于凤凰九黎民俗饮食文化品牌传播案的策划打造，是从无到有的打 造品牌文化，从弱到强的加强企业与苗族文化之间的关联，从内到外的设计公司 企业文化理念，从内容、形式入手完成品牌整体形象的建构与传播。这对于中小 民俗餐饮企业树立正确的品牌发展观念具有理论指导意义，有助于推动民俗餐饮 行业的积极健康发展，更是以此为背景，彰显并弘扬我国特色的民俗饮食文化内 涵与深厚的历史文化底蕴。 关键词，品牌传播；民俗餐椅；民族文化硕士学位报告 III Abstract This article takes the representative emerging Phoenix Jiu Li Folk Catering Culture Company as an example to carry out brand-side cultural research and communication planning. From the perspectives of folk culture, the consumption trend of the development of the catering industry and the professional theory of communication science and advertising Jiuli folk catering enterprises to establish the concept of brand development, brand content and marketing communications planning and research. The main contents of planning research: First of all, the history of Jiu Li combing the history of Jiu Li and Miao culture to be linked to Jiu Li culture, folk dining as a starting point to create brand advertising language, brand story, develop a sound corporate culture, well-built Of the enterprise environment, the formation of the cohesion, centripetal force and binding force, improve the competitiveness of foreign enterprises, to create a strong corporate culture of soft culture, but also for the brand to give birth to a rich historical and cultural heritage; Second, determine the brand’s core values and markets Positioning, extending a unified brand image and proposition, and the new brand image for the visual point of departure, combined with their own business characteristics of the product packaging for a unified upgrade; Finally, the analysis of the current development of the restaurant industry, effectively in the existing area (Phoenix ) To establish a regional strong brand and lay the foundation for future regional radiation while formulating a strategy based on big data to disseminate Internet thinking and disseminating the media channels for the distribution of Jiu Li food and beverage brands to fully and efficiently disseminate the Jiu Li food and beverage brands to consumers , The market reached an effective communication. Finally, the planning and construction of the spread of the Phoenix Jiu Li folk food culture brand is from scratch to create a brand culture, from weak to strong to strengthen the relationship between enterprises and Miao culture, from inside to outside the design company corporate culture Concept, from the content, form to complete the brand’s overall image of the construction and dissemination. It is of theoretical significance for small and medium-sized folk restaurants to establish a correct concept of brand development and to promote the positive and healthy development of the folk restaurant industry. On the basis of this, it demonstrates and carries forward the connotation and profound history of the folk-custom food culture with Chinese characteristics Cultural heritage. Keywords: Brand Communication ; Folk Catering ;National Culture九黎民俗餐饮文化品牌传播策划案 IV 目 录 湖南大学学位报告原创性声明和学位报告版权使用授权书..................I 摘要.............................................................II Abstract..........................................................III 第一部分 作品方案.................................................1 第二部分 创意说明................................................41 1 选题来源与研究目的、意义 .........................................42 1.1 选题来源 ...................................................42 1.2 研究目的、意义 .............................................43 2 策划案运用的方法策略 .............................................44 2.1 问卷调查法 .................................................44 2.2 pest 分析法 ................................................44 2.3 SWOT 分析法 ................................................45 2.4 独特的销售主张（USP）......................................45 2.5 品牌定位战略 ...............................................46 3 策划案的流程及创意解释 ...........................................47 3.1 市场分析 ...................................................47 3.1.1 餐饮行业的市场发展 ...................................47 3.1.2 目标消费者分析 .......................................49 3.1.3 行业竞争者分析 .......................................50 3.1.4 品牌主体分析 .........................................50 3.1.4.1“九黎”餐饮品牌的地域环境分析，....................51 3.1.4.2“九黎”餐饮品牌的文化背景分析，....................51 3.1.4.3“九黎”餐饮品牌的 SWOT 行销分析，...................52 3.2 品牌战略规划 ...............................................53 3.3 品牌广告语及品牌故事 .......................................54 3.3.1 品牌核心价值 .........................................55 3.3.2 品牌广告语 ...........................................55 3.3.3 品牌故事 .............................................56 3.4 品牌营销推广 ...............................................57 3.4.1 线上互联社交遇见味 .................................58 3.4.2 户外大屏分析看见味 .................................58 3.4.3 线下体验参与体验味 .................................59 3.5 媒介提案 ...................................................59 3.6 广告预算与效果评估 .........................................60 3.6.1 广告预算 .................................................60 3.6.2 广告评估 .................................................61 第三部分 附录....................................................62 附录 A 九黎企业文化策划文案 ......................................63 附录 B 问卷调查 ..................................................64硕士学位报告 V 附录 C