蜜壳
传统餐饮的时尚蜕变
背景：
中国的餐饮行业是朝阳行业中蓬勃发展的一种新兴古老产业。说她古老是因为自从产生了社会分工就有了餐饮业，有了从业人员，可以说伴随了整个人类社会发展的每一个阶段。说她新兴，今天的餐饮业已经与以前的餐饮业有了很大的不同，无论功能上、经营模式上都有了极大的变化。功能上：从解决肚子问题到社会交往、到人生享受。经营模式也是百家、异彩纷呈。随着我国国民经济的快速发展，居民的收入水平越来越高，餐饮消费需求日益旺盛，营业额一直保持较强的增长势头。目前，旅游餐饮、家宴、婚庆消费成为经营亮点，经营特色化和市场细分化更加明显，大众消费进一步成为餐饮业的消费主流。餐饮企业之间的合并重组增强，企业改制步伐加快，异地扩张和餐饮集团化、连锁化成为发展趋势。
Background:
China's food and beverage industry is booming in the sunrise industry, a new and emerging industries. Said that she is old because since the social division of labor has been the catering industry, with the practitioners, it can be said that with the development of every stage of human society. Said she is emerging, today's food and beverage industry has a great difference with the previous food and beverage industry, regardless of function, business models have a great change. Function: from the solution to the problem of social intercourse, to enjoy life. Business model is 100, colorful. With the rapid development of China's national economy, the income level of residents is higher and higher, food and beverage consumption demand is increasingly strong, the turnover has maintained a strong growth momentum.
洞见：
椰子鸡是一道色香味俱全的汉族名肴，属于海南菜。用椰子和嫩鸡蒸煮而成，口味咸鲜，椰味芬芳，汤清爽口，有益气生津的效果。适用于年老体衰，疲倦无力，烦热口渴等症。新的中文品牌名称应围绕椰子鸡色香味俱全的特征进行名称核心创意挖掘，创建出独一无二的品牌名称。
Solution:
Coconut Chicken is a color, flavor and taste of the Han Ming Yao, belongs to Hainan cuisine. Coconut and chicken cooked taste salty, fresh, fragrant coconut soup, clear and refreshing, with Qi Sheng Jin effect. Suitable for old and frail, tired, weak, tired and thirsty, etc.. New Chinese brand name should be around Coconut Chicken color, flavor and taste characteristics of name core creative mining, create unique brand name.
解决：
名称构思巧妙，立意新颖，名称亲和力极强，传递给受众一种“甜蜜、温馨、亲和”的品牌印象，易于拉近贵餐饮品牌与受众的心理距离。椰子鸡是一道色香味俱全的汉族名肴，属于海南菜，用椰子和嫩鸡蒸煮而成，味道鲜甜，椰味芬芳。用“蜜”字来形容椰子鸡鲜美的味道，用“壳”字点明“椰子鸡”的行业特点和地域特征。名称认知度识别度极高，能够与目标受众在情感层面产生共鸣，以此赢得目标受众的青睐与认可，与竞争品牌形成明显区隔。
Solution:
Name has the advantages of artful design, novel conception, name strong affinity, passed to the audience a kind of "sweet, sweet, affinity" brand image, easy to psychological distance closer to the expensive food and beverage brands with the audience. Coconut Chicken is a color, flavor and taste Chinese dishes, belonging to Hainan dishes, made with coconut and tender chicken cooking, taste fresh sweet, coconut fragrance. Use the word "honey" to describe the Coconut Chicken delicious taste, with "shell" words highlighted in the industry characteristics and regional characteristics of "Coconut Chicken". Recognition of the name recognition is very high, can resonate with the target audience at the emotional level, in order to win the favor and recognition of the target audience, and competitive brands to form a clear area.
