咖啡厅营销策划.doc

目录
一、方案背景···································2
二、市场状况分析·······························2
(一)消费者需求分析···························2
(二)目标人群分析·····························3
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(三)竞争者分析·······························3
三、项目执行及分析·····························3
(一)产品和服务描述···························4
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(二)地点选择·································4
(三)管理方式·································5
(四)推广计划·································5
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四、参考文献···································6
商学院咖啡厅营销策划
一、方案背景
随着国名经济的发展,人民生活水平不断提高,对于西式餐饮也越加向往,咖啡作为一种休闲娱乐、醒目提神的饮料,越来越受到国人的青睐。但事实上,绝大多数消费者把吃西餐当作是一件奢侈的事。柔和的灯光、典雅的装潢、精致的餐具、彬彬有礼的侍应生在好些人看来是一种遥不可及的贵族消费的体现,是与千千万万普通的大学生无关的一种存在。在商学院建立咖啡厅诣在满足商院附近消费者需求,同时也给企业带来经济效益和社会效益。并且,商学院建成的咖啡厅将成为同学相聚、情侣交流、与朋友洽谈的首选的浪漫之地。
 二、市场状况分析
(一)消费者需求分析。
商学院附近人口程度密集,附近有人人乐大型超市,未来城等大型居住区,以及各类商务人士聚集区,市场需求潜力巨大。学生市场则成为咖啡厅主要消费市场,对家庭经济充裕的在校大学生,他们在校期间的业余时间大多用来发展自己的兴趣,追求生活的乐趣。大学生是社会消费的一个特殊群体,尽管他们在经济上尚未独立,但已是消费创新的主力军之一:今天的大学生消费已经不仅仅为了满足生存的需要,更多地是为展现自我创新能力、向社会展示新潮前卫。学生手中的钱多了,其消费领域也越来越宽。目前拥有手机、CD机、电脑等高等消费品的大学生日渐增多,旅游、同学聚会和恋爱消费也日趋增加。
目前大学生的消费状况不尽合理,如储蓄观念淡薄、消费结构存在不合理因素、过分追求时尚和名牌,存