良木缘分析定稿.doc

良木缘品牌解读与分析
目录
一企业简介····················································- 2 -
(一)行业现状····················································- 2 -
(二)良木缘简介··················································- 2 -
二品牌解读····················································- 3 -
品牌定位···················································- 3 -
市场细分···················································- 3 -
目标市场选择················································- 3 -
品牌定位····················································- 4 -
(二)产品和服务分析···············································
- 4 -
产品和服务··················································- 4-
核心价值····················································- 5 -
(三)品牌识别系统·················································- 6 -
三竞争对手分析················································- 7 -
(一)竞争对手概况和分析···········································- 7 -
(二)以良木缘和星巴克的成都市场为例·································- 8 -
四 SWOT综合分析················································- 9 -
五品牌营销管理···············································- 11 -
(一)品牌传播-促销推广···········································- 11 -
(二)品牌扩张-资本化运作之特许经营·································- 12
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六结语·······················································- 12-
一、企业简介
行业现状
近年来,随着人们生活水平的提高,咖啡馆这个行业开始兴旺起来,全国的咖啡销售额保持在每年10%的增长速度,在成都这个城市的休闲氛围中,咖啡馆也得到了长足发展。
成都咖啡行业经历了近20年的发展,基本上可以分为起源和发展两个阶段。
起源阶段是在改革开放10年后,成都第一家咖啡店诞生在涉外的锦江宾馆里,当时为了满足国外游客的需求,只能提供一些速溶的咖啡饮料。90年代初期,在成都经商的一些香港及台湾的商人看到成都咖啡行业的空白,开始引进现磨咖啡设备和进口咖啡豆,经营起一些真正意义上的咖啡馆。,90年代中期,内地的咖啡人也开始尝试开设风格咖啡店。
发展阶段是在99年以后台湾和外地的品牌咖啡开始大举进入成都,如上岛咖啡、名典咖啡语茶、仙踪林、真锅咖啡、宾诺咖啡等,不过这些店多是加盟店,只有仙踪林、真锅等是直营店。
2004年以后,咖啡行业进入了品牌时代。一些咖啡店因缺乏品牌管理、优质服务和核心产品,已经被市场淘汰。而这个时期也成长了一批活跃于目前市场的品牌,如良木缘、欧洲房子、香格丽等本土品牌。不过这些也并非传统意义上的咖啡馆,他们都融合了西餐、自助餐、休闲水吧等功能,这是为了适应成都地区人们消费****惯而发展起来的新模式。
进入2006年后,国际第一咖啡品牌“星巴克”的进入,为成都的咖啡行业带来了新的元素,出现了本土咖啡品牌与外来品牌相竞争的局面,良木缘在本土极具竞争力。
成都咖啡馆行业目前已步入快速发展期,市场将逐渐饱和,行业间的竞争将会上升到综合实力的竞争。这个期间将会有大量的,没有特色和品质的咖啡店在日益激烈的市场竞争中关门。对咖啡馆行业而言,在传统的服务项目非常成熟的今天,如何通过为客人提