[星巴克咖啡在兰州地区的营销方案.docVIP

摘 要 咖啡店的经营在西方国家有着悠久的历史，艺术家梵.高还留下了《夜晚的咖啡》这样的名画。但是随着新型咖啡连锁巨头的崛起以及消费者消费行为的改变，咖啡连锁行业的行业本质也有了新的内涵。消费者不再倾向于理性消费，传统的对咖啡品质和性价的追求转化为对咖啡馆提供的体验以及“第三空间”的需求。星巴克咖啡在兰州在地区怎样成功提高自己的市场份额呢？这需要紧紧抓住兰州地区的人口，经济，文化等宏观环境和兰州地区的竞争者，消费者收入水平等微观环境，并结合自己独有的策略，才能实现其在兰州地区的快速成长。 关键词：星巴克咖啡 营销方案 第三空间 体验营销 Abstract Coffee shops operating in the West has a long history, artists Vatican. Gao also left a night of coffee, such a famous painting. However, with the new coffee chain giants rise and consumer behavior change, coffee chain industry, the nature of the industry also has a new connotation. Consumers no longer inclined to rational consumption of traditional coffee quality and price of the pursuit into a coffee shop to provide experience as well as the third space needs. Starbucks Coffee in Lanzhou how successful in the region to improve their market share it? This requires tightly grasp the Lanzhou regions population, economic, cultural and other macro-environment and Maryland regional rivals, consumer income levels, such as micro-environment, combined with their own unique strategies to achieve its rapid growth in Lanzhou area. Key words: Starbucks Coffee Marketing Experiential Marketing space program third 目 录 1.企业简介………………………………………………………………………….…4 2.星巴克咖啡市场现状分析………………………………………………………….5 2.1.咖啡在我国的消费潜力………………………………………………………..5 2.2.星巴克在兰州市场的宏观环境分析……………………………………...5 2.3. 星巴克在兰州市场的微观环境分析…………………………………….7 3.星巴克咖啡在兰州地区的SWOT分析…………………………………………….7 4.市场细分与目标市场营销……………………………………………………….8 4.1.市场细分………………………………………………………………………..9 4.2.选择目标市场…………………………………………………………………..9 4.3.市场定位………………………………………………………………………10 4.4.确定目标市场策略……………………………………………………………11 4.4.1差异化市场营销策略……………………………………………………….11 4.4.2.目标市场 ………………………………………………………………….. 12 5.营销策略…………………………………………………………………………...11 5.1.产品策略………………………………………………………………………11 5.2.价格策略………………………………………………………………………14 5.3.分销渠道………………………………………………………………………14 5.4.促销策略 ……………………………………………………………………15 6.结论…………………………………………………………………