文档介绍：营销筹划案例分析兰州拉面
of rural drinking water sources, protection of drinking water sources in rural areas by the end of国家加快效劳业开展战略，为兰州牛肉拉面产业开展注入新的活力。党的十七大明确提出“加快开展现代效劳业，提高效劳业的比重和水平〞。为兰州牛肉面产业加快开展提供了良好的政策根底，带来了难得机遇。
of rural drinking water sources, protection of drinking water sources in rural areas by the end of the delimitation of the scope of protection, complete with warning signs, isolating network protection facilities
of rural drinking water sources, protection of drinking water sources in rural areas by the end of the delimitation of the scope of protection, complete with warning signs, isolating network protection facilities
of rural drinking water sources, protection of drinking water sources in rural areas by the end of the delimitation of the scope of protection, complete with warning signs, isolating network protection facilities
市场需求环境：据兰州市物价局统计， 兰州每天有七八十万人次以牛肉面为早餐或午餐，其中有超过80%的人以早餐为主，年销售额达7亿元。兰州牛肉拉面企业有千余家，年营业额近8亿元，占社会消费品零售总额中餐饮业份额的 %，解决就业 2 万多人。同时，伴随着牛肉拉面行业的快速开展，还逐步形成了一个以涵盖面粉加工、 肉牛养殖、 餐具消毒、 原料生产与交通运输等行业的产业链，年产值超过3亿元，是缓解城市就业压力、 解决三农问题、 增加农牧民收入的一个重要途径。
随着国民经济的稳定增长和城乡居民收入水平不断提高，城镇居民外出和外来旅游者就餐消费呈稳定增长态势，对快餐食品的需求不断增加，牛肉拉面这一兰州特色快餐有着可观的潜在消费空间。
行业环境：外埠“兰州牛肉面〞的异军突起，在全国近3万家牛肉拉面店铺中，兰州连锁企业兴办加盟连锁店只有1000家，加上兰州人兴办的牛肉面店铺，占总数的不到1％。其他快餐品牌以其科学管理、标准经营、量化考核和卫生便捷等优势，逐步抢占着餐饮市场份额。
三、现状分析
，没有产业的思想。安于兰州经营的多，愿意走出去的少;在全国尚未形成统一的技术质量标准，不符合市场化的要求。
，难以扩大规模。兰州一共有１２００多家拉面馆，绝大多数为２０平方米至６０平方米的单店，这种原子核似的均衡导致了拉面企业的竞争异常剧烈
of rural drinking water sources, protection of drinking water sources in rural areas by the end of the delimitation of the scope of protection, complete with warning signs, isolating network protection facilities
of rural drinking water sources, protection of drinking water sources in rural areas by the end of the delimitation of the scope of protection, complete with warning signs, isolating network protection facilities
of rural drinking water sources, protection of drinking water sources in rural areas by the end