發(fā)布時間：2019-03-05 14:30

【摘要】：陜西楊凌近年來經(jīng)濟發(fā)展速度很快,居民可自由支配收入普遍增加,為咖啡這一新興行業(yè),迎來了較好的發(fā)展機遇。隨著體驗經(jīng)濟時代的到來,咖啡業(yè)的營銷也出現(xiàn)了新的形式和變化。本文以楊凌卡法唐咖啡館為研究對象,旨在通過對其營銷方面的分析,發(fā)現(xiàn)問題,總結出對策。 本文運用體驗營銷理論、市場營銷理論、五力競爭模型理論、7P等理論,對該咖啡館的營銷現(xiàn)狀進行了介紹,總結出了該咖啡館有營銷體系不完善、品牌營銷效果不理想、咖啡館的營銷模式不存在壁壘且易被人模仿等的問題,并對問題成因進行了分析,得出了企業(yè)處于成長的初期階段、管理經(jīng)驗不足、實力相對較弱、品牌建設存在缺失等的原因。同時分別從政治法律、經(jīng)濟人口、社會文化等的宏觀環(huán)境、咖啡行業(yè)的發(fā)展的中觀環(huán)境、咖啡館競爭的微觀環(huán)境進行了重點詳細的分析。構建了體驗營銷策略體系,該體系由產品體驗策略、價格策略、人員策略、過程策略、有形展示策略及全面感受體驗策略組成,同時,針對當前的營銷特點和時代變化,提出了體驗營銷的創(chuàng)新方向,包括有微博營銷體驗、團購營銷體驗、微信營銷體驗及公益營銷體驗等方面。最后分別從人力資源、創(chuàng)新能力、網(wǎng)絡信息化等方而論述了該策略的實施保障措施。 本文以體驗營銷為切入點,通過對卡法唐咖啡館營銷策略的分析研究,總結出了營銷方面所存在的問題,并針對性的為其制定了體驗營銷策略體系,包括目標市場的確定、全面體驗營銷策略體系的構建等,以期產生良好的營銷效果,健康快速發(fā)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.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F719

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