项目信息 一、项目背景 知名餐饮连锁集团，为持续强化消费者对产品品质的认知，并打造专属的品牌资产，现公开寻找年度营 销策略服务商，负责将集团的产品品质及食品安全管控能力转化为深入人心的品牌故事与消费者体验。 二、项目内容 本项目为年度整合营销策略项目，核心目标是围绕 "产品溯源"，进行从策略到创意传播的全案规划。 供应商需具备以下核心能力： 1、用户洞察与研究能力：能深入挖掘目标消费者对产品品质和食品安全的深层需求与信任建立路径。 本项目为年度整合营销策略项目，核心目标是围绕 "产品溯源"，进行从策略到创意传播的全案规划。 供应商需具备以下核心能力： 1、用户洞察与研究能力：能深入挖掘目标消费者对产品品质和食品安全的深层需求与信任建立路径。 2、品牌策略与核心创意能力：能基于产品理念，提炼易传播的核心沟通主张，并规划从技术力到情感 信任的信息传导体系。 3、全链路触点体验规划能力：能规划线上线下关键触点的内容呈现与互动形式。 4、整合营销战役策划能力：需提供 1-2 个能将产品溯源与消费者体验深度融合的年度大事件创意概 念。 项目信息 一、项目背景 知名餐饮连锁集团，为持续强化消费者对产品品质的认知，并打造专 ...

Core Insights - The Chinese consumer market is undergoing structural adjustments, with traditional consumption growth engines under pressure while new generation consumers are emerging, leading to a focus on "finding consumption power" [1] - The report from Beijing Business Daily outlines consumer trends, emphasizing that value concepts dominate, emotional drivers outweigh price drivers, and scenario innovation is reshaping consumption patterns [1] Consumer Attitudes - Domestic consumers are becoming more cautious in their spending, necessitating brands to seek growth within a stagnant market, although overall consumption willingness remains stable [3] - Consumers prioritize product quality over brand loyalty, as evidenced by a significant portion of restaurant consumers indicating they do not care about brand as long as the product is good [4] Value Sensitivity - The balance between quality and price is becoming crucial as consumers seek optimal solutions in product quality, performance, and pricing, particularly in the live-streaming e-commerce sector [6] - Consumers are willing to pay a premium for unique flavors in craft beer and higher-priced items in the trendy toy sector, indicating a shift towards value recognition over price temptation [6] Emotional Value - Emotional connections with brands can reduce price sensitivity, with brands focusing on emotional value seeing a 42% higher repurchase rate compared to traditional brands [9] - Examples include limited edition collaborations that create a sense of collectibility and storytelling in luxury brands that enhance perceived value [9][11] Scenario Innovation - High quality-to-price ratios combined with scenario-based operations are key to retaining consumers, with brands creating immersive experiences in flagship stores and restaurants adapting to diverse dining scenarios [12] - The craft beer market is evolving towards a multi-scenario approach, combining traditional bars with home consumption and outdoor activities to meet diverse consumer needs [12] Conclusion - Different sectors are redefining consumption scenarios, emphasizing the importance of refined operations and customer retention as a sustainable competitive advantage in the market [13]