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1、学校代码：10484 学 号：112313200002河南财经政法大学HENAN UNIVERSITY OF FINANCE AND ECONOMICS自学考试（销售管理专业）本科生论文论文题目：漫咖啡品牌经营策略研究专业名称：销售管理工作单位：无作者姓名：乔聪睿联系方式：462300（邮编）漯河市郾城区太行山路506号（通讯地址）18639509693（手机号码）漫咖啡品牌经营策略研究摘 要随着我国经济的快速发展，人们的生活水平在不断提高。人们在追求物质上的享受的同时，也加大了对生活品质和精神需求上的追求。“咖啡时尚”分布在都市白领一族生活的方方面面，它逐渐与文化、生活联系在一起。特色各异的
2、咖啡屋也成为人们休闲放松、社交娱乐、感受时尚、文化品味的绝佳场所。咖啡是世界三大饮品之首，在全球贸易中，贸易额仅次于石油，咖啡豆的年零售额超300亿美元。欧美国家每天人均消费咖啡达到3杯左右，近年来，中国内地平均每年每人的咖啡消费量却不到一杯，因此国际咖啡贸易组织将中国看成全球潜力巨大的咖啡市场。正是在这样的环境下，咖啡销售业务目前在中国得到了巨大的发展。据权威部门统计，2014年，中国连锁咖啡店营业收入超过9000亿人民币。由于连锁加盟风险较低，效益较高，咖啡店连锁经营已经成为最强的创业渠道之一。截止2014年底，全国已有18600家咖啡馆开放营业，从业人数达到80万人，因其巨大的市场规模和
3、吸引力，越来越多的投资创业者开始把目光投向咖啡市场，而品牌作为一个企业长久生存的根本，则引起越来越多咖啡企业人的关注和重视。我们这里研究的漫咖啡品牌连锁咖啡店于2010年起步，2011年正式推出时尚咖啡品牌“漫咖啡”，2011年1月5日，北京漫咖啡第一家丽都店正式营业。取自取自中文词汇“浪漫”中的“漫”字意指浪漫，创始人辛子相，希望漫咖啡成为“现代化城市舒适的休息空间”。人们能够在这儿享受一天中浪漫的时光。那么，漫咖啡是怎样用了短短的四年时间成功在全国开张了120家店面，成功成为全国领先的咖啡品牌，其秘密究竟何在?本文在秉持实事求是、理论联系实际的基础上，运用了销售管理等方面的相关理论，着重从
4、漫咖啡品牌经营管理的六个方面：品牌定位、品牌体验、品牌资产积累、品牌传播、品牌连锁和品牌延伸进行了分析，总结出漫咖啡在品牌策略方面的成功经验在于：独特品牌定位，体验式消费，主题式氛围、特有的原材料购货渠道、员工和供应商之间的关系资产积累，口碑传播，敏锐的观察，弥补市场缺口，品牌延伸丰富了漫咖啡的品牌价值。笔者希望通过本文分析漫咖啡成功的营销经验，特别是漫咖啡品牌连锁和品牌延伸的策略，使读者清楚明白地意识到漫咖啡是如何迅速占领中国咖啡品牌连锁市场的。但同时，笔者也从漫咖啡品牌营销策略中发现些许问题，比如，笔者认为在中国全部采取直营模式有待商榷，应该采取区域授权和直营相结合的模式。在品牌延伸方面，
5、主题装潢与音乐氛围只能将其作为一种副业来经营，咖啡仍然是核心业务，否则会因为延伸产品偏离了品牌的核心价值，使得品牌形象模糊，导致品牌延伸失败。希望本文得出的结论能对连锁经营行业和从业者有积极意义的参考价值。关键词： 漫咖啡，品牌策略，品牌经营，经营模式，连锁经营Diffuse coffee brand business strategy researchABSTRACTWith the rapid development of our country economy, peoples living standards continue to improve. People in the pur
6、suit of material enjoy at the same time, also increased the demand for the quality of life and spiritual pursuit. Fashion coffee distribution in urban white-collar gens every aspect of life, it gradually and the culture, the life together. Characteristics of different coffee shop has become peoples
7、leisure and social entertainment, fashion and cultural tastes good place.Coffee is the worlds top three drinks, in global trade, the trade volume is second only to oil, coffee beans over $30 billion in retail sales. The European and American countries per capita consumption to about 3 cups of coffee
8、 a day, in recent years, the mainland per person per year on average less than a cup of coffee consumption, so the international coffee trade organization view China as the global coffee market potential is huge.It is in such an environment, coffee sales business got great development in China at pr
9、esent. In 2014, according to authorities, China chain coffee shops operating income of more than 900 billion yuan. Due to the low chain risk, high efficiency, coffee shop chain operation has become one of the strongest business channels. By the end of 2014, over 18600 cafes open, employs 800000 peop
10、le, because of its huge market scale and attraction, more and more investors begin to look to the coffee market, the brand as a long-term survival of an enterprise, has caused more and more coffee companies people concern and attention.We study the diffuse coffee brand chain coffee shops started in
11、2010, in 2011 launched a fashion brand of coffee coffee, January 5, 2011, Beijing diffuse coffee first lido store business formally. From from the Chinese word romantic in the word overflow refers to the romantic, founder XinZi phase, want to diffuse coffee as modern city comfortable rest space. Her
12、e people can enjoy the romantic time of the day.Then, diffuse coffee is how to use the short four years successfully opened 120 stores throughout the country, successful become the leading brand of coffee, the what is the secret?Uphold seeking truth from facts is presented in this paper, on the basi
13、s of the theory with practice, the use of the sales management of related theory, emphatically from the diffuse coffee brand operation and management of six aspects: brand positioning, brand experience and accumulation of brand equity, brand communication, brand and brand extension chain are analyze
14、d, and concluded that diffuse the coffee in the successful experience of brand strategy is: unique brand positioning, experiential consumption, theme atmosphere, unique raw material purchase channel, the relationship between the employees and suppliers assets accumulation, word-of-mouth, keen observ
15、ation, remedy the market gap, brand extension enriched diffuse coffee brand value.The author hope that through this article analysis diffuse coffee successful marketing experience, especially coffee chain brand and brand extension strategy, make the reader understand how to realize the diffuse coffe
16、e chain coffee brand market rapidly occupation of China. But at the same time, the author also found some problem from diffuse coffee brand marketing strategy, for example, the author thinks that in China all take marketing mode is up for debate, should take the regional authority and marketing combined mode. In terms of brand extension
