骑行行动咖啡品牌策略研究

发布时间：2018-02-01 17:18

本文关键词： 咖啡连锁品牌策略品牌定位　出处：《厦门大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着人们生活质量的提高,饮品也变得日益多样化,咖啡已经成为国人饮食文化中比较重要的一环。然而咖啡馆如雨后春笋一般越开越多,使得厦门本地的咖啡连锁企业面临巨大的竞争压力。中国咖啡店行业的竞争,归根结底是各个品牌之间的竞争。在这个品牌致胜的时代,谁拥有顾客的心智资源,谁拥有品牌传播的有效渠道,谁就掌握品牌发展的脉动。本研究以骑行行动咖啡为主要研究对象,并以品牌定位理论为基础,通过分析骑行行动咖啡营销环境,为其选择适当的目标市场,确定明确的市场定位和切实可行的品牌传播策略,希望以此帮助骑行行动咖啡提高竞争能力。本研究首先回顾了品牌定位所涉及的相关理论文献,通过对这些文献的梳理与分析,我们为后面的消费者调查、市场细分、品牌定位以及营销策略的制定奠定了理论基础。其次,本研究分析了骑行行动咖啡的宏观环境,对咖啡店行业进行了详细的产业分析和消费者调查,客观审视了骑行行动咖啡的发展态势。然后,在以上分析的基础之上,本研究对厦门咖啡店市场进行细分,为骑行行动咖啡选择目标市场,在研究竞争者品牌定位的空白之后,为骑行行动咖啡提出明确的品牌定位。最后,本研究根据该品牌定位为骑行行动咖啡制定了详细的品牌传播策略。本研究不仅对骑行行动咖啡的品牌建设具有重要的现实意义,而且对其他咖啡连锁企业的品牌经营有一定的借鉴作用和参考价值。
[Abstract]:With the improvement of people's quality of life, drinks have become increasingly diversified, coffee has become a more important part of the Chinese food culture. The competition of Chinese coffee shop industry is, in the final analysis, the competition among various brands. In this era of brand victory, the local coffee chain in Xiamen is facing great competition pressure. Who owns the customer's mental resources, who has the effective channel of brand communication, who grasps the pulse of brand development. Based on the theory of brand positioning, this study chooses the appropriate target market by analyzing the marketing environment of coffee-riding action. To determine a clear market position and feasible brand communication strategy to help improve the competitiveness of coffee riding action. This study first reviews the relevant theoretical literature related to brand positioning, through the comb and analysis of these documents, we are behind the consumer survey, market segmentation. Brand positioning and marketing strategies laid a theoretical foundation. Secondly, this study analyzed the macro-environment of coffee riding, and carried out a detailed industry analysis and consumer survey on the coffee shop industry. Then, on the basis of the above analysis, this study subdivides the coffee market of Xiamen, and chooses the target market for the coffee of riding action. After studying the blank of competitors' brand positioning, we propose a clear brand positioning for the riding action coffee. Finally. According to the brand positioning, this study has made a detailed brand communication strategy for the riding action coffee. This study not only has important practical significance for the brand building of the coffee riding action. And the brand management of other coffee chain enterprises has certain reference function and reference value.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F719

【参考文献】