卡法唐咖啡馆体验营销策略研究

发布时间：2019-03-05 14:30

【摘要】：陕西杨凌近年来经济发展速度很快,居民可自由支配收入普遍增加,为咖啡这一新兴行业,迎来了较好的发展机遇。随着体验经济时代的到来,咖啡业的营销也出现了新的形式和变化。本文以杨凌卡法唐咖啡馆为研究对象,旨在通过对其营销方面的分析,发现问题,总结出对策。本文运用体验营销理论、市场营销理论、五力竞争模型理论、7P等理论,对该咖啡馆的营销现状进行了介绍,总结出了该咖啡馆有营销体系不完善、品牌营销效果不理想、咖啡馆的营销模式不存在壁垒且易被人模仿等的问题,并对问题成因进行了分析,得出了企业处于成长的初期阶段、管理经验不足、实力相对较弱、品牌建设存在缺失等的原因。同时分别从政治法律、经济人口、社会文化等的宏观环境、咖啡行业的发展的中观环境、咖啡馆竞争的微观环境进行了重点详细的分析。构建了体验营销策略体系,该体系由产品体验策略、价格策略、人员策略、过程策略、有形展示策略及全面感受体验策略组成,同时,针对当前的营销特点和时代变化,提出了体验营销的创新方向,包括有微博营销体验、团购营销体验、微信营销体验及公益营销体验等方面。最后分别从人力资源、创新能力、网络信息化等方而论述了该策略的实施保障措施。本文以体验营销为切入点,通过对卡法唐咖啡馆营销策略的分析研究,总结出了营销方面所存在的问题,并针对性的为其制定了体验营销策略体系,包括目标市场的确定、全面体验营销策略体系的构建等,以期产生良好的营销效果,健康快速发展。
[Abstract]:In recent years, Shaanxi Yang Ling's economic development speed is very fast, residents' disposable income generally increases, for coffee this new industry, ushered in a better development opportunity. With the arrival of the era of experience economy, the marketing of coffee industry has also appeared new forms and changes. This article takes Yang Lingka Fatang Cafe as the research object, aims at finding the problem and summarizing the countermeasure through the analysis of its marketing aspect. Based on the experience marketing theory, five forces competition model theory and 7p theory, this paper introduces the current marketing situation of the coffee shop, and concludes that the coffee shop has imperfect marketing system and the brand marketing effect is not ideal. The marketing mode of coffee shop has no barriers and is easy to be imitated, and the cause of the problem is analyzed. It is concluded that the enterprise is in the initial stage of growth, the management experience is insufficient, and the strength is relatively weak. The lack of brand construction and other reasons. At the same time, from the macro-environment of politics and law, economic population, social culture and so on, the development of coffee industry and the micro-environment of coffee shop competition are analyzed in detail. This system consists of product experience strategy, price strategy, personnel strategy, process strategy, tangible display strategy and overall experience strategy. At the same time, according to the current marketing characteristics and changes in the times, the system is composed of product experience strategy, price strategy, personnel strategy, process strategy, tangible display strategy and comprehensive experience strategy. The innovative direction of experiential marketing is put forward, including Weibo's marketing experience, group purchase marketing experience, WeChat marketing experience and public welfare marketing experience. Finally, this paper discusses the guarantee measures of the strategy from the aspects of human resources, innovation ability, network informatization and so on. This article takes experience marketing as the breakthrough point, through the analysis and research on the marketing strategy of the Cafatang Cafe, summarizes the problems existing in the marketing, and formulates the experience marketing strategy system for it, including the determination of the target market. Overall experience the construction of marketing strategy system, in order to produce a good marketing effect, healthy and rapid development.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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