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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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:

geographicallyclosertotheaudience,savingcustomertimecost，convenientforconsumers.2.,theemotionalcampuscafeiseasiertoacceptforconsumers，andevensomeconsumersinstinctivelyrejecttheoutsidebusinessatmosphereofthecafe.In3。

easyconsumption，populationconcentration,easytoproducedemonstrationandimitationeffectofconsumption。

ThestrengthofW:

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,accountingfor37。

1％,followedby400and500to700,accountedfor26。

2％and21。

9%，thethreeoccupied85.2％ofthetotal,constitutethemainconsumergroups，monthlylivingexpensesofstudents.ItcanbeseenthatundertheenvironmentofpricelevelinWuhan，thedisposableincomeofthestudents’consumptiongroupsisnotparticularlytense,andatthesametime，itisnotwell—off.2.canbefoundintheinvestigationofcoffeeandWestern—stylefoodconsumerpreferences，andabout1/4ofthetargetconsumergroupsattitudeis"

love”,abouthalfofthepopulationattitude"

ingeneral,nospecialpreference"

，bothofwhichoccupymostofthetotal，notlovecustomersaccountedforonlyabout15%。

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,theamountofconsumptionofconsumersaccountedfor25。

3%,lessthantenyuanaccountedfor22.4%,canaccept20～30consumptiongroupsaccountedfor13.5%，threeaccountedformorethan60%marketshare，thisshowsthatconsumercapacitytheDepartmentisstilllimited,thatshouldtakethemidlowpriceourpricingstrategy。

6。

canbefoundintheinvestigationofthefactorsthataffecttheconsumptionof，tasteandpricearethemostimportantinfluencingfactors,respectivelyaccountedfor34.2％and33.5％,inaddi