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

1、1. market background Coffee is a fashion, and coffee is also a culture, an atmosphere and a way of life. With the popularity of coffee culture, the campus has become an important place for coffee culture. Coffee shop has become an important place for people to communicate with people and enjoy thems

2、elves. Its value lies in its high level of spiritual enjoyment to consumers. Coffee is not just a drink, but a kind of atmosphere, culture and life pursuit. The development of economy and society must be mapped to the campus. Coffee culture consumption has great potential in campus market. 2. market

3、 conditions At present, there are many coffee shops around the University, aiming at the University market. In Wuhan University as an example, Luoshi Road, a street cafe intensive degree high, is not common in other parts of Wuhan, so now the coffee consumption market competition is very intense. Ou

4、tside the coffee shop, the university teachers and students as their potential customers of the consideration and action, but not a clear subdivision and positioning - they not only for college teachers and students to provide coffee. Operation of a market orientation of university campus cafe, how

5、to win in the fierce competition, need to consider various factors favorable and unfavorable, exert their own advantages, to create differentiated value for customers, to cut off a piece of her cake in the campus market. 3. campus coffee shop characteristics: colleges and universities are densely po

6、pulated places, at the same time, the overall knowledge and cultural quality is relatively high, accepted more Western ideas and lifestyle, easy to accept new things. They have a strong desire to pursue a higher lifestyle, a part of the higher level of consumption, more disposable income to buy non

7、living necessities. Running a coffee shop in the campus, on the one hand, can enrich the lives of teachers and students, on the other hand, for operators, great potential, promising. The second part: PART A: marketing opportunity and threat analysis S:1. geographically closer to the audience, saving

8、 customer time cost, convenient for consumers. 2., the emotional campus cafe is easier to accept for consumers, and even some consumers instinctively reject the outside business atmosphere of the cafe. In 3. easy consumption, population concentration, easy to produce demonstration and imitation effe

9、ct of consumption. The strength of W:1. is not as good as that of the outside cafe, the management experience is weak, and the influence is weak. 2., the consumption group is single, and the consumption time is relatively concentrated, which increases the management costs and operating costs. O:1. c

10、ampus market is an untouched virgin land, the consumer groups are concentrated, and the consumption potential is huge. 2., the majority of young people, once the formation of habits and consumer preferences, easy to form customer loyalty. Once T:1. succeeds, competitors are likely to follow up. 2. m

11、any coffee shops outside the campus are easy to split customers. PART B: consumer group analysis: A. group analysis of the campus market potential customers age income, consumption habits are relatively single, for targeted efficient marketing provides the possibility. According to the occupation, i

12、t can be divided into two big groups: students and teachers. Among them, the number of students in Colleges and universities is the largest, followed by teachers and staff. Most of the students are undergraduates. The students are divided into undergraduate and graduate students according to their e

13、ducational background. Undergraduates are divided into three stages according to their grades: entering the nest, guarding the nest and leaving the nest. A: undergraduate: 1. into the nest: mainly freshman. First, in the school environment and the surrounding environment of the familiar stage, every

14、thing is very curious, there are plenty of extra time on the inside and outside of Wuhan city and even the whole diet has a strong interest. In addition because through community activities and high grade Shixiongshijie contact, gradually establish a general cognition of school environment and socia

15、l environment. A large nest period although there will be no coffee consumption behavior is frequent, but is a critical period to establish a good image of the （new to the new access to services are always full of curiosity, easy to accept and First impressions are strongest is easy to set up a good

16、 first impression and can maintain long-term）, in fact, a part of the pioneer into the nest period of newborn in the beginning of experience, plays a role model and guide for other people into the nest. 2. Shou nest: mainly sophomore and third grade. After a big loss and after the adaptation period,

17、 and in the school environment mentality gradually, consumer behavior from the necessities of a university life consumption （mobile phone, electronic dictionary, clothes etc.） to experience and emotion is not the necessities of life consumption. Part of the people looking for part-time jobs, disposa

18、ble income increased, while a considerable number of nest period consumer groups began to love, emotion needs expression, quality coffee is a good place and way. For lovers market promising. 3. from the nest: the fourth can be included in the off nest period. Because of the pressure of employment an

19、d postgraduate entrance examination, the disposable surplus time can be reduced, and the consumer group can take emotional marketing to create a strong sense of belonging and get the emotional identity of consumers. B: Master Doctor: This is a different from the undergraduate consumer groups, on the

20、 one hand, their higher education, have more disposable income, consumption habits tend to be rational, thinking is more mature, on the other hand, they are not professional workers, and have plenty of time to pursue a higher level of life, easy to be loyal coffee consumers. The other is MBA and oth

21、er groups, this kind of group has rich social experience, but also has certain economic income, mature and stable, pursuit of life taste, coffee is a huge potential consumer groups. 1. young teachers teachers - consumer groups: a recent graduate school young teacher, usually single, no family, in th

22、e transformation of the roles of students and teachers. Life is stable, have a stable income, easy to accept new things, the pursuit of their own way of life. 2. other teachers: compared with young teachers, higher income, children and families, disposable income more. Its potential coffee consumers

23、. The other customers of consumer groups, because in order to feel Wuda atmosphere, or festivals, events （Cherry Blossom Festival, the annual meeting, visiting friends） constitute the flow of persistence of Wuda, consumer groups. B. analysis of consumption ability and consumption habits: from elevat

24、ion data can be found in our analysis of the following information: 1. in the survey of undergraduates, monthly living expenses are mainly concentrated in between 400 to 500, accounting for %, followed by 400 and 500 to 700, accounted for % and %, the three occupied % of the total, constitute the ma

25、in consumer groups, monthly living expenses of students. It can be seen that under the environment of price level in Wuhan, the disposable income of the students consumption groups is not particularly tense, and at the same time, it is not well-off. 2. can be found in the investigation of coffee and

26、 Western-style food consumer preferences, and about 1/4 of the target consumer groups attitude is love, about half of the population attitude in general, no special preference, both of which occupy most of the total, not love customers accounted for only about 15%. 3. can be found in the investigati

27、on of coffee and Western-style food consumption frequency, and there are 1/4 strong target customer choice will often go, 1/3 of customers choose occasionally go , and wont go without this potential customer demand accounted for 1/4, after comparison and above us that is a part of potential consumer

28、s （about 10%） have an affection for coffee and Western-style food, but needs the consciousness in the sleeping state, through propaganda and market development, this part of the consumer is expected to become a loyal consumer of coffee and Western-style food. In the survey of 4. to coffee consumptio

29、n purposes, can be found, and the dining party occupied more than half of the proportion, to talk about things accounted for about 10%, which shows the campus consumer groups to coffee consumption because there is a demand and things to, Not for pure pursuit of spiritual enjoyment. This suggests tha

30、t we should pay more attention to group consumption rather than individual consumption in consumer analysis. At the same time, apart from the main business of coffee, it is necessary to increase some ancillary business. 5. can be found in the survey every expenditure, accept every 10 20 yuan, the am

31、ount of consumption of consumers accounted for %, less than ten yuan accounted for %, can accept 20 30 consumption groups accounted for %, three accounted for more than 60% market share, this shows that consumer capacity the Department is still limited, that should take the mid low price our pricing strategy. 6. can be found in the investigation of the factors that affect the consumption of, taste and price are the most important influencing factors, respectively accounted for % and %, in addition to atmosphere and privacy are % and %, w