市场营销-COSTA市场营销策略研究.docxVIP

PAGE IV PAGE COSTA市场营销策略研究 摘要 目前，咖啡是世界上最受欢迎的饮料，每年消费超过4000亿杯咖啡。就产量而言，咖啡是世界上仅次于石油的第二大贸易产品。在连锁咖啡市场的兴起时期，世家咖啡（COSTA咖啡）是1971年成立的全球五大咖啡连锁店之一，在24个国家拥有1800多家商店。2006年12月进入中国市场， 800个福袋一经上线便极速售罄，在开业前便提前锁定70%的销售； 以极致体验为核心，打造移动式充电黑科技轨道，极大地缓解了传统咖啡店顾客多电源少的问题；以精益求精为理念，在紧张的筹建期内，历练出最专业的咖啡师，使顾客争相品味最纯正的原产地手工咖啡，创造出高于其自营店单日销售的三倍业绩由于COSTA咖啡在中国的规模、速度和品牌知名度快速增长，在中国的快速增长体现在分店数量增多，经营，比如目前在中国有多少市场占有率65%， 有三千多个分店。 每年接待大约300万顾客。本文将通过分析COSTA在中国的成立与发展的历史轨迹、COSTA在中国的市场营销环境分析、COSTA的具体营销策略分析来学习和研究其市场营销策略，同时也对COSTA在市场营销方面存在的机会点提出了自己的改进建议，具有一定的现实意义。 关键词：COSTA 咖啡；市场营销；策略  Abstract At present, coffee is the most popular drink in the world, consuming more than 400 billion cups of coffee every year. In terms of production, coffee is the second largest trade product in the world after oil. During the rise of the chain coffee market, COSTA咖啡 was one of the worlds five major coffee chains established in 1971， with more than 1，800 stores in 24 countries. In December 2006， after entering the Chinese market, 800 bags were sold out quickly and 70% of the sales were locked in advance before the launch of the business. With the ultimate experience as the core, mobile charging black technology track was built, which greatly alleviated the problem of more customers and less power supply in traditional coffee shops. With the concept of excellence, during the intense preparation period, the most professional coffee maker was trained to make customers compete for products. Manual coffee of the most pure origin has created three times more achievements than its self-owned shops one-day sales. The rapid growth of COSTA咖啡 in China is reflected in the increase in the number of branches, such as how many 65% of the market share and more than 3，000 branches are now operating in China, due to the rapid growth in the size, speed and brand awareness of COSTA咖啡 in China. It receives about 3 million customers every year. This paper will study and study COSTAs marketing strategy by analyzing its historical track of establishmen