本文關鍵詞： 咖啡連鎖 品牌策略 品牌定位　出處：《廈門大學》2014年碩士論文　論文類型：學位論文

【摘要】：隨著人們生活質(zhì)量的提高,飲品也變得日益多樣化,咖啡已經(jīng)成為國人飲食文化中比較重要的一環(huán)。然而咖啡館如雨后春筍一般越開越多,使得廈門本地的咖啡連鎖企業(yè)面臨巨大的競爭壓力。中國咖啡店行業(yè)的競爭,歸根結(jié)底是各個品牌之間的競爭。在這個品牌致勝的時代,誰擁有顧客的心智資源,誰擁有品牌傳播的有效渠道,誰就掌握品牌發(fā)展的脈動。 本研究以騎行行動咖啡為主要研究對象,并以品牌定位理論為基礎,通過分析騎行行動咖啡營銷環(huán)境,為其選擇適當?shù)哪繕耸袌?確定明確的市場定位和切實可行的品牌傳播策略,希望以此幫助騎行行動咖啡提高競爭能力。 本研究首先回顧了品牌定位所涉及的相關理論文獻,通過對這些文獻的梳理與分析,我們?yōu)楹竺娴南M者調(diào)查、市場細分、品牌定位以及營銷策略的制定奠定了理論基礎。其次,本研究分析了騎行行動咖啡的宏觀環(huán)境,對咖啡店行業(yè)進行了詳細的產(chǎn)業(yè)分析和消費者調(diào)查,客觀審視了騎行行動咖啡的發(fā)展態(tài)勢。然后,在以上分析的基礎之上,本研究對廈門咖啡店市場進行細分,為騎行行動咖啡選擇目標市場,在研究競爭者品牌定位的空白之后,為騎行行動咖啡提出明確的品牌定位。最后,本研究根據(jù)該品牌定位為騎行行動咖啡制定了詳細的品牌傳播策略。本研究不僅對騎行行動咖啡的品牌建設具有重要的現(xiàn)實意義,而且對其他咖啡連鎖企業(yè)的品牌經(jīng)營有一定的借鑒作用和參考價值。
[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.
【學位授予單位】：廈門大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F719

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本文編號：1482405