X巴克在X地开分店的研究报告模板Word格式.docx
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X巴克在X地开分店的研究报告模板Word格式.docx
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该部分人群受价格因素及灵活的促销方式影响较大,合理的产品价格往往更具吸引力。
3.产品名称
∙Coffee
∙BeansBlendsBrewing
oWholeBeanCoffee
LatinAmerica
Africa/Arabia
Asia/Pacific
Multi-RegionBlends
Dark&
SpecialtyRoast
oStarbucksVIA®
ReadyBrew
StarbucksVIA®
Coffees
FlavoredCoffees
oStarbucksReserve™Coffee
KonaCoffee
OrganicBlueJava
PapuaNewGuineaArokara
OrganicPeruTingoMaria
ElSalvadorMontecarlosEstatePacamara
FairTradeColombiaAsoapia
oStarbucks®
NaturalFusions
Vanilla
Caramel
Cinnamon
Savoring
oLearnMore
FlavorsinYourCup
TheClover®
BrewingSystem
MyStarbucksIdea
CoffeeFAQs
∙Menu
∙DrinksFoodNutrition
oDrinks
BottledDrinks
BrewedCoffee
ChocolateBeverages
EspressoBeverages
Frappuccino®
BlendedBeverages
Kids’Drinks&
Others
Tazo®
Teas
Vivanno™Smoothies
oFood
Bakery
StarbucksPetites
Fruit&
SnackPlates
HotBreakfast
Salads
Sandwiches,Panini&
Wraps
IceCream
YogurtParfaits
oNutrition
FoodNutrition
DrinkNutrition
DeliciousDrinksUnder200Calories
FavoriteFoodsUnder350Calories
MenuFAQs
三、X巴克的介绍
<
StarbucksHistory
Thestorybeganin1971whenthefirstStarbucksopenedatPikePlaceMarket,whichisSeattle'
sandtheNation'
soldestFarmer'
sMarket(openedAugust17,1907).
Butatthistimethecompanywasalocalcoffeeroastingfacility.Thatremainedtheircorebusinessuntil1982whenHowardSchulzjoinedthecompany.
Hewasthenewmarketingexecutiveandbeganrightawaytoconvincemoreandmorelocalcafes,upscalerestaurants,andhotelstobuyStarbuckscoffee.TheturningpointforthecompanyandthebeginofwritingcoffeehistoryshouldbeoneyearlaterwhenSchulztraveledthroughItaly.HegotinspiredbytheoldItaliancoffeebartraditiontoservefreshbrewedEspressiandCappuccini.HeconvincedtheStarbucksfounderstogivehisideaachanceandin1985heopenedthefirstcoffeebarinSeattleandgaveittheItaliantouchbynamingit'
IlGiornale'
.
Thenewconceptworkedout,IlGiornalewasasuccess.ButSchulzaimedhigher.HefoundlocalinvestorsandboughtStarbucksin1987.ThatgavewayforexpansionandinthesameyearheopenednewcafesinChicagoandevenVancouver,Canada.17StarbucksCafeswereestablished.
In1992thecompanywentpublic(aftertheyhadalreadyofferedstockoptionstopart-timeemployeesin1991)andstockswerenowpubliclytradedattheNASDAQ(SBUX).AtthistimeStarbuckscountsapprox.165cafes.
OnMarch7th,2001StarbuckseventuallyjumpedontheOldContinentandopenedtheirfirstcafeintheOldWorld:
Zurich,Switzerland.
Todaythecompanyhasmorethan8.000cafesinmorethan30countries.
Hereisanotherissue:
(morebrief)
1970'
s
ThefirstStarbucksopens.ThenamecomesfromHermanMelville’sMobyDick,aclassicAmericannovelaboutthe19thcenturywhalingindustry.Theseafaringnameseemsappropriateforastorethatimportstheworld’sfinestcoffeestothecold,thirstypeopleofSeattle.
1980'
HowardSchultzjoinsStarbucksin1982.WhileonabusinesstripinItaly,hevisitsMilan’sfamousespressobars.Impressedwiththeirpopularityandculture,heseestheirpotentialinSeattle.He’sright–aftertryinglattesandmochas,Seattlequicklybecomescoffee-crazy.
1990'
ThedemandforgreatcoffeeallowsStarbuckstoexpandbeyondSeattle,firsttotherestoftheUnitedStates,thenfurtherafield.Afterbecomingoneofthefirstcompaniestoofferstockoptionstoitspart-timeemployees,Starbucksbecomesapubliclytradedcompany.
2000'
s
TheStarbucksphenomenoncontinues.Atthetimeofwriting,Starbuckshasmorethan6,000locationsinover30countries.Inadditiontoourexcellentcoffeesandespressodrinks,peoplenowenjoyTazo®
teaandFrappuccino®
iceblendedbeverages.
四、调查问卷
X巴克将驻入长春?
!
调查问卷
尊敬的先生/女士:
您好!
非常感谢您在百忙之中填写这份问卷,我们是长春大学-莱佛士国际学院的学生,目前正在进行一项有关X巴克适合在长春哪开分店的研究,您所提供的信息将对我们的研究有重要意义。
此次问卷采用匿名的方式进行,问卷所涉及的问题答案没有对错之分,您按照内心的感受真实填答即可。
您填写的信息将仅作为学术研究之用,请您放心填写。
1.您的性别
A.男B.女
2.您的年龄
A.20岁以下B.20~30岁C.30~40岁D.40岁以上
3.您目前从事的行业是
A.学生B.白领C.教师D.职员E.其他_____
4.您的可支配月支出是
A.1000元以下B.1000-2500元C.2500-4000元D.4000元以上
5.您认为长春最热闹的地方是哪
A.重庆路B.桂林路C.红旗街D.其他_____
6.您喜欢喝咖啡吗
A.很喜欢B.喜欢C.一般D.不是很喜欢E.很不喜欢
7.您去咖啡馆,主要为了(可多选)
A.品咖啡B.朋友聚会C.商务D.消磨时光E.用餐F.其他
8.咖啡馆最吸引您的地方是:
A.舒适干净的环境B.悠闲安静的气氛C.浪漫高雅的情调D.香醇可口的咖啡E.其他
9.您知道X巴克吗?
A.知道B.不知道
10.您希望X巴克处在什么地理位置
A.学校附近B.商务中心C.购物中心D.居民小区E.其他
11.假如在您的居住、工作的地方有X巴克,您会经常光顾吗?
A.会B.不会
WillTheStarbucksStationChangchun?
Distinguishedladiesandgentlemen,
Wearepleasedtohearfromyouransweraboutoursurvey.WearethestudentsofRafflesInternationalCollegewhichbelongstotheChangchunUniversity,andnowwearemakingasurveywhichabout"
WhereisTheBestPlaceforTheStarbucksStationChangchun"
.Theinformationyousuppliedwasveryimportanttousandweusetheanonymouswaytoprotectyourpersonalinformation.Pleasefilltheblanktruthfully.Theinformationisjustusedinoursurvey.Thankyouforyourcooperation!
Pleaseanswerthefollowingquestions:
1.Yoursex?
A.MaleB.Female
2.Yourage?
A.Under20B.20~30C.30~40D.over40
3.Whatisyourjob?
A.StudentB.officeworkerC.TeacherD.workerE.Others
4.Yoursalary?
A.Under1000B.1000-2500C.2500-4000D.Over4000
5.WhichisthepopularplaceinChangchuninyouropinion?
A.ChongqingloadB.GuilinloadC.HongqiloadD.Others
6.Doyoulikedrinkingcoffee?
A.ExactlyB.LikeC.so-soD.NotverylikeE.Reallydon'
tlike
7.Whatwasyourpurposeofgoingtothecoffeeshop(youcanchoosemorethanone)
A.drinkingcoffeeB.MeetsomefriendsC.Forbusiness
D.KillingtimeE.HavingdinnerF.Others
8.Inacoffeeshop,whatisthemostattractivefactorforyou?
A.ComfortableenvironmentB.CarefreeatmosphereC.RomanticstyleD.Deliciouscoffee
9.DoyouknowTheStarbucks?
A.YesB.No
10.WherewouldyouliketoseeTheStarbucks?
A.NeartheschoolB.businesscenterC.ShoppingcenterD.Thelivingcommunity
11.IftherewasaStarbucksnearyourworkplaceorlivingcommunity,willyouoftengotoit?
A.YesB.No
五、研究限制
调查结果
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