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