Costa咖啡店核心竞争力的构建研究.docVIP

摘要 随着现如今经济社会的发展，这使得人民的快捷生活化以及全球化，国外的咖啡消费理念也进入了我国国内市场。我国自开放以来，对外来消费品的吸收和了解也是十分的多，咖啡连锁企业在国内的发展也是呈现出良好的态势。 本文主要是以Costa咖啡为例，了解其核心竞争力的相关理论和概念基础上，结合Costa的现有资源、管理、运行现状等，对COSTA咖啡店的现状进行了实质性的研究。文章中运用了SOWT分析法，通过优势分析、劣势分析、机会分析、威胁分析对Costa的竞争者及整个行业发展状况进行了分析。以及运用了波特五力分析法分析Costa咖啡店核心竞争力现状。其次对Costa核心竞争力问题的分析，最后结合相应的内容总结出其核心竞争力构建的策略，希望对COSTA咖啡店进一步发展有所启发。 关键词：Costa咖啡 核心竞争力 构建 Abstract With the present economic and social development, which makes the peoples lives are increasingly convenient and life and globalization. Foreign coffee consumption concept has also entered the domestic market. Since the opening of our country, the absorption and understanding of foreign consumer goods is also very much, coffee chain enterprises in the domestic development is showing a good momentum. This paper is based on the Costa case of coffee, related theories and understanding of the concept of the core competence on the combination of existing COSTA resources, management and running situation, has carried on the substantive research status of the COSTA coffee shop. The article uses the SOWT analysis method, through the advantages analysis, inferiority analysis, opportunity analysis and threat analysis, analyzes the competitors and the development of the whole industry of CSOTA. And use Potter five force analysis method to analyze the core competence of Costa coffee shop. Secondly, the analysis of the COSTA core competitiveness, and finally with the corresponding content, summed up the core competitiveness of the construction strategy, hope to further development of COSTA coffee shop inspiration. Key words: Costa coffee core competitiveness construction 前 言 随着咖啡连锁业在中国的迅猛发展，各类咖啡品牌层出不穷，现代咖啡连锁企业虽然在不长的时间内取得了长足的进步，但是在发展过程中还存在着许多问题，如生命力短、容易被模仿替代、产品创新度不高、标准化程度低以及连锁化经营发展缓慢等。Costa咖啡店是英国连锁咖啡店。 市场竞争的关键点在于企业核心竞争力的竞争。本文首先整理了国内外企业的核心竞争力的相关理论，在找出相关企业核心竞争力的发展历程及研究现状的基础上，分析出本文所需要的Costa等咖啡企业的核心竞争力。其次，通过相关的理论研究，本文将着重探讨咖啡及相关企业的发展情况，以期充分证明企业对于核心竞争力培育的必要性。最后，根据核心竞争力相关的理论和方法，找出培育咖啡企业核心竞争力的对策和建议。同时，能给到中国从事咖啡服务业的企业在探