摘要： 如今，人们的生活水平越来越好，工作和学习后的业余活动越来越丰富，在“大学”这个有着书香气味的独特环境下,咖啡屋的出现为师生提供了休闲娱乐的场所，那么在咖啡文化盛行的今天，咖啡屋如何在校园这个市场经营、立足，了解广外大学生理想中的校园咖啡屋经营模式，设计符合校园大学生群体的咖啡屋营销方案，满足师生对咖啡屋的需求。本文首先阐述了咖啡屋的背景意义，通过问卷调查广外学生对咖啡屋的理解和需求，再结合各方面的资料、材料，进行探究和讨论，最后得出在广外经营咖啡屋的营销方案、模式。

关键词：校园咖啡屋 营销设计 经营模式

Design and practice of marketing scheme for campus coffee shop in Guangwai

Abstract: Nowadays, people's living standards are getting better and better,and their spare time activities after work and study are becoming more andmore abundant, The emergence of coffee houses provides a place for teachers and students to have leisure and entertainment. In today's coffee culture, how can coffee houses operate and have a foothold in the campusmarket, understand the ideal campus coffee house business model of Guangwai college students, and design a coffee house marketing plan that meets the needs of students and teachers. This paper first describes the background and significance of the coffee shop,through a questionnaire survey of the students' understanding and demand of the coffee shop, and then combined with various aspects of information and materials, to explore and discuss, and finally come to the marketing plan and mode of operating the coffee shop in Guangwai.

Key words: campus cafe; marketing Design; management model

 

目 录

1.引言 1

2.咖啡屋开设背景 1

2.1咖啡店开设环境分析 2

2.1.1宏观环境 2

2.1.2行业环境 2

2.1.3广外市场环境 2

2.2 SWOT分析 3

2.2.1 S(strength)校园咖啡屋的优势 3

2.2.2 W(weakness)劣势 3

2.2.3 O(opportunity)机会 4

2.2.4 T(threat)威胁 4

3.广外校园咖啡屋的相关调查报告 4

4.广外校园咖啡屋营销方案 11

4.1目标市场的确定与品牌定位 11

4.2产品设计策略 12

4.2.1 产品品质定位 12

4.2.2 其他产品配合营销方案设计 12

4.2.3包装设计 13

4.2.4店面及周边细节设计 13

4.3 咖啡屋服务策略 14

4.4价格策略 15

4.4.1价格体系 15

4.4.2产品流动定价 15

4.4.3产品组合定价 16

4.5咖啡屋的营销推广 16

4.5.1线上推广 16

4.5.2线下推广 16

5.广外校园咖啡屋经营管理对策 17

参考文献 18

致 谢 19