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-资本化运作之特许经营·································-12-六结语·······················································-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,在这个城市的休闲氛围中,咖啡馆也得到了长足发展。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,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,在经商的一些及的商人看到咖啡行业的空白,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,地的咖啡人也开始尝试开设风格咖啡店。发展阶段是在99年以后和外地的品牌咖啡开始大举进入,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。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,如何通过为客人提供新的服务来开拓市场,已成为该行业关注的焦点。良木缘简介良木缘咖啡西餐有限责任公司是一家经营休闲咖啡,致力于传播咖啡文化的零售连锁企业。“铸百年老店,塑领军品牌”是良木缘公司始终坚持的奋斗目标。九十年代初,创始人以其在新加坡咖啡豆烘焙专业公司UBTS的多年管理经验