咖啡厅创业策划书Coffee+shop+entrepreneurship+planWord格式文档下载.docx

咖啡厅创业策划书Coffee+shop+entrepreneurship+planWord格式文档下载.docx

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1.marketbackground

Coffeeisafashion,andcoffeeisalsoaculture,anatmosphereandawayoflife.Withthepopularityofcoffeeculture,thecampushasbecomeanimportantplaceforcoffeeculture.Coffeeshophasbecomeanimportantplaceforpeopletocommunicatewithpeopleandenjoythemselves.Itsvalueliesinitshighlevelofspiritualenjoymenttoconsumers.Coffeeisnotjustadrink,butakindofatmosphere,cultureandlifepursuit.Thedevelopmentofeconomyandsocietymustbemappedtothecampus.Coffeecultureconsumptionhasgreatpotentialincampusmarket.

2.marketconditions

Atpresent,therearemanycoffeeshopsaroundtheUniversity,aimingattheUniversitymarket.InWuhanUniversityasanexample,LuoshiRoad,astreetcafeintensivedegreehigh,isnotcommoninotherpartsofWuhan,sonowthecoffeeconsumptionmarketcompetitionisveryintense.Outsidethecoffeeshop,theuniversityteachersandstudentsastheirpotentialcustomersoftheconsiderationandaction,butnotaclearsubdivisionandpositioning-theynotonlyforcollegeteachersandstudentstoprovidecoffee.Operationofamarket

orientationofuniversitycampuscafe,howtowininthefiercecompetition,needtoconsidervariousfactorsfavorableandunfavorable,exerttheirownadvantages,tocreatedifferentiatedvalueforcustomers,tocutoffapieceofhercakeinthecampusmarket.3.campuscoffeeshop

characteristics:

collegesanduniversitiesaredenselypopulatedplaces,atthesametime,theoverallknowledgeandculturalqualityisrelativelyhigh,acceptedmoreWesternideasandlifestyle,easytoacceptnewthings.Theyhaveastrongdesiretopursueahigherlifestyle,apartofthehigherlevelofconsumption,moredisposableincometobuynonlivingnecessities.Runningacoffeeshopinthecampus,ontheonehand,canenrichthelivesofteachersandstudents,ontheotherhand,foroperators,greatpotential,promising.Thesecondpart:

PARTA:

marketingopportunityandthreatanalysisS:

1.geographicallyclosertotheaudience,savingcustomertimecost,convenientforconsumers.2.,theemotionalcampuscafeiseasiertoacceptforconsumers,andevensomeconsumersinstinctivelyrejecttheoutsidebusinessatmosphereofthecafe.In3.easyconsumption,populationconcentration,easytoproducedemonstrationandimitationeffectofconsumption.ThestrengthofW:

1.isnotasgoodasthatoftheoutsidecafe,themanagementexperienceisweak,andtheinfluenceisweak.2.,theconsumptiongroupissingle,andtheconsumptiontimeisrelativelyconcentrated,whichincreasesthemanagementcostsandoperatingcosts.O:

1.campusmarketisanuntouchedvirginland,theconsumergroupsareconcentrated,andtheconsumptionpotentialishuge.2.,themajorityofyoungpeople,oncetheformationofhabitsandconsumerpreferences,easytoformcustomerloyalty.OnceT:

1.succeeds,competitorsarelikelytofollowup.2.manycoffeeshopsoutsidethecampus

areeasytosplitcustomers.PARTB:

consumergroupanalysis:

A.groupanalysisofthecampusmarketpotentialcustomersageincome,consumptionhabitsarerelativelysingle,fortargetedefficientmarketingprovidesthepossibility.Accordingtotheoccupation,itcanbedividedintotwobiggroups:

studentsandteachers.Amongthem,thenumberofstudentsinCollegesanduniversitiesisthelargest,followedbyteachersandstaff.Mostofthestudentsareundergraduates.Thestudentsaredividedintoundergraduateandgraduatestudentsaccordingtotheireducationalbackground.Undergraduatesaredividedintothreestagesaccordingtotheirgrades:

enteringthenest,guardingthenestandleavingthenest.A:

undergraduate:

1.intothenest:

mainlyfreshman.First,intheschoolenvironmentandthesurroundingenvironmentofthefamiliarstage,everythingisverycurious,thereareplentyofextratimeontheinsideandoutsideofWuhancityandeventhewholediethasastronginterest.InadditionbecausethroughcommunityactivitiesandhighgradeShixiongshijiecontact,graduallyestablishageneralcognitionofschoolenvironmentandsocialenvironment.

Alargenestperiodalthoughtherewillbenocoffeeconsumptionbehaviorisfrequent,butisacriticalperiodtoestablishagoodimageofthe（newtothenewaccesstoservicesarealwaysfullofcuriosity,easytoacceptandFirstimpressionsarestrongestiseasytosetupagoodfirstimpressionandcanmaintainlong-term）,infact,apartofthepioneerintothenestperiodofnewborninthebeginningofexperience,playsarolemodelandguideforotherpeopleintothenest.2.Shounest:

mainlysophomoreandthirdgrade.Afterabiglossandaftertheadaptationperiod,andintheschoolenvironment

mentalitygradually,consumerbehaviorfromthenecessitiesofauniversitylifeconsumption（mobilephone,electronicdictionary,clothesetc.）toexperienceandemotionisnotthenecessitiesoflifeconsumption.Partofthepeoplelookingforpart-timejobs,disposableincomeincreased,whileaconsiderablenumberofnestperiodconsumergroupsbegantolove,emotionneedsexpression,qualitycoffeeisagoodplaceandway.Forloversmarketpromising.3.fromthenest:

thefourthcanbeincludedintheoffnestperiod.Becauseofthepressureofemploymentandpostgraduateentranceexamination,thedisposablesurplustimecanbereduced,andtheconsumergroupcantakeemotionalmarketingtocreateastrongsenseofbelongingandgettheemotionalidentityofconsumers.B:

MasterDoctor:

Thisisadifferentfromtheundergraduateconsumergroups,ontheonehand,theirhighereducation,havemoredisposableincome,consumptionhabitstendtoberational,thinkingismoremature,ontheotherhand,theyarenotprofessionalworkers,andhaveplentyoftimetopursueahigherleveloflife,easytobeloyalcoffeeconsumers.TheotherisMBAandothergroups,thiskindofgrouphasrichsocialexperience,butalsohascertaineconomicincome,matureandstable,pursuitoflifetaste,coffeeisahugepotentialconsumergroups.1.youngteachersteachers-consumergroups:

arecentgraduateschoolyoungteacher,usuallysingle,nofamily,inthetransformationoftherolesofstudentsandteachers.Lifeisstable,haveastableincome,easytoacceptnewthings,thepursuitoftheirownwayoflife.2.otherteachers:

comparedwithyoungteachers,higherincome,childrenandfamilies,disposableincomemore.It'

spotentialcoffeeconsumers.Theothercustomersofconsumergroups,becauseinordertofeelWudaatmosphere,orfestivals,events

（CherryBlossomFestival,theannualmeeting,visitingfriends）constitutetheflowofpersistenceofWuda,consumergroups.B.analysisofconsumptionabilityandconsumptionhabits:

from"

elevationdata"

canbefoundinouranalysisofthefollowinginformation:

1.inthesurveyofundergraduates,monthlylivingexpensesaremainlyconcentratedinbetween400to500,accountingfor%,followedby400and500to700,accountedfor%and%,thethreeoccupied%ofthetotal,constitutethemainconsumergroups,monthlylivingexpensesofstudents.ItcanbeseenthatundertheenvironmentofpricelevelinWuhan,thedisposableincomeofthestudents'

consumptiongroupsisnotparticularlytense,andatthesametime,itisnotwell-off.2.canbefoundintheinvestigationofcoffeeandWestern-stylefoodconsumerpreferences,andabout1/4ofthetargetconsumergroupsattitudeis"

love"

abouthalfofthepopulationattitude"

ingeneral,nospecialpreference"

bothofwhichoccupymostofthetotal,notlovecustomersaccountedforonlyabout15%.3.canbefoundintheinvestigationofcoffeeandWestern-stylefoodconsumptionfrequency,andthereare1/4strongtargetcustomerchoice"

willoftengo"

1/3ofcustomerschooseoccasionallygo"

and"

won'

tgowithoutthispotentialcustomerdemand"

accountedfor1/4,aftercomparisonandaboveusthatisapartofpotentialconsumers（about10%）haveanaffectionforcoffeeandWestern-stylefood,butneedstheconsciousnessinthesleepingstate,throughpropagandaandmarketdevelopment,thispartoftheconsumerisexpectedtobecomealoyalconsumerofcoffeeandWestern-stylefood.Inthesurveyof4.tocoffeeconsumptionpurposes,canbefound,andthediningpartyoccupiedmorethanhalfoftheproportion,totalkaboutthingsaccountedforabout10%,whichshowsthecampusconsumergroups

tocoffeeconsumptionbecausethereisademandandthingsto,

Notforpurepursuitofspiritualenjoyment.Thissuggeststhatweshouldpaymoreattentiontogroupconsumptionratherthanindividualconsumptioninconsumeranalysis.Atthesametime,apartfromthemainbusinessofcoffee,itisnecessarytoincreasesomeancillarybusiness.5.canbefoundinthesurveyeveryexpenditure,acceptevery10~20yuan,theamountofconsumptionofconsumersaccountedfor%,lessthantenyuanaccountedfor%,canaccept20~30consumptiongroupsaccountedfor%,threeaccountedformorethan60%marketshare,thisshowsthatconsumercapacitytheDepartmentisstilllimited,thatshouldtakethemidlowpriceourpricingstrategy.6.canbefoundintheinvestigationofthefactorsthataffecttheconsumptionof,tasteandpricearethemostimportantinfluencingfactors,respectivelyaccountedfor%and%,inadditiontoatmosphereandprivacyare%and%,w