摘 要
咖啡、茶、可可是目前世界上三种最为普及的饮料，其中，茶的普及率最高，原因之一，就是因为中国人对茶文化的热爱。而随着咖啡文化开始在国内兴起，传播，咖啡的地位也开始日渐提升。从国际贸易额来讲，咖啡位居第二，仅次于石油。在欧美国家，平均每人每天三杯左右咖啡，相比较而言，在中国内地，咖啡消费量平均每年每人还不到一杯，这意味着，随着茶文化影响下的中国消费者对外来文化越来越包容开放，多元化的消费理念将引领越来越多人了解和认可咖啡。
北京清大智博科技有限公司是一家综合性的系统集成公司。公司成立于2004 年，其业务范围主要包括软件开发、销售，以及硬件的安装，现场布线等。
公司致力于为学校以及省市区级图书馆提供整体的、系统的数字化建设解决方案。2013 年，公司成立了东师咖啡厅，主要经营项目包括咖啡，现调饮品，休闲下午茶等产品，目的是对现代图书馆在学习以外的综合功能进行探索，为广大师生提供更良好的学习，交流和休闲的空间。随着校园咖啡市场的升温，清大智博公司已经认识到咖啡与图书馆这种互补经营模式的趋势化发展。东师咖啡店通过将咖啡与图书馆两种截然不同的元素进行搭配组合，创造出了一种适合东北地区特色，符合当地餐饮文化，直面学校师生群体的营销模式。本文通过对东师咖啡店的分析，总结相关的营销服务经验，探究了具有东北地区高校特色的咖啡图书馆连锁模式。
市场营销作为市场中的经济主体，直面客户群。因此，其营销策略，营销方式将直接作用于消费者，进而主导市场。就公司而言，市场营销不仅仅解决了日常营运中的诸如营销决策，市场调查，销售提升，品牌推广等问题，也为公司未来发展规划提供长期的营销策略与战略规划方案，让企业通过对市场的了解与把握，为客户提供所需的产品与服务，以满足企业长期发展要求。
本文通过分析东师咖啡厅在成长过程中总结出的经验和教训，从市场经营环境分析入手，对东师咖啡厅进行了 SWOT 分析和 STP 战略设计和营销策略设计，希望通过这些研究能够解决咖啡厅面临的问题，促使其健康发展，同时探索出一些解决问题的新模式和新手段，利用自身资源，研究出一个适合未来连锁发展的多种模式结合的连锁咖啡餐饮机构方案，摸索公司在咖啡行业的校园商业模式，以解决公司的多元化发展问题。
关健词：咖啡厅经营，图书馆配套，营销策略，市场定位
Abstract
Coffee, tea, cocoa is one of the three kinds of the most popular drink in theworld, among them, the tea has the highest penetration rate, one reason, is becausethe Chinese love of tea culture. As coffee culture began to rise in the domestic,spread, the status of coffee began rising. In international trade, the coffee in secondplace, second only to oil. In European and American countries, an average of aboutthree cups of coffee a day, in comparison, in mainland China, less than a cup ofcoffee consumption per person per year on average, this means that as the tea cultureunder the influence of Chinese consumers open to foreign culture is more and moretolerance, diversification of consumption concept will lead more and more peopleunderstand and recognition of coffee.
Beijing Qingda Zhibo Co.,Ltd. Is a comprehensive system integration company.
The company was founded in 2004, the main business scope including softwaredevelopment, sales, as well as the hardware installation, field wiring and so on. Thecompany is committed to for the school district and the provinces and cities provideoverall and systematic construction of digital library solution. East division, the cafeis established in 2013, the company, the main business projects including coffee,fresh drinks, leisure afternoon tea and other products, the purpose is to the modernlibrary in the study and exploration on the outside of the comprehensive function,for the majority of teachers and students to provide more good learning,communication and leisure space. As the campus coffee market to heat up, clearlythe intelligence bo companies have realized that the coffee and development trend oflibrary management model of the complementary. East division cafe by the librarywith the coffee two distinct elements and tie-in combination, created a suitable forthe northeast region characteristic, conforms to the local food culture, face to facewith the marketing mode of school teachers and students groups. In this article,through the analysis of east division, coffee shop, summarizes relevant marketingservices experience, explores the coffee with the characteristic of northeastuniversity library chain model.
Marketing as main body in the market economy, face to face with customers.
Therefore, its marketing strategy, marketing will directly impact on consumers,which dominate the market. In terms of the company, marketing not only solved thedecision-making in the day-to-day operations such as marketing, market research,sales promotion, brand promotion and other issues, but also for the company's futuredevelopment plan to provide long-term marketing strategy and strategic planning, letthe enterprise through the understanding and grasp the market, providing customerswith the products and services, to satisfy the business enterprise long-termdevelopment requirements.
In this paper, by analyzing the east division cafe summed up the experience andlessons in the process of growth, from the analysis on the operating environment ofthe market, to the east division cafe has carried on the SWOT analysis and STPstrategy and marketing strategy design, hope that through these studies can solve theproblem facing the cafe, its healthy development, and explore some of the newmode and new methods to solve the problem, using its own resources, study out achain for the future development of a variety of model of combination of coffeerestaurant chain institutions, grope for the company in the campus of the coffeeindustry business model, to solve the problem of the company's diversifieddevelopment.
Key words:cafe operation, library facilities, marketing strategy, market positioning
目 录
第 1 章 绪论 ……1
1.1 研究背景 …… 1
1.2 研究意义 …… 2
1.3 研究的方法与内容 …… 4
第 2 章 清大智博公司东师咖啡厅的营销现状及问题 …… 5
2.1 清大智博公司东师咖啡厅的诞生与成长 …… 5
2.2 清大智博公司东师咖啡厅营销现状 …… 7
2.3 清大智博公司东师咖啡厅现存的营销问题 …… 10
第 3 章 清大智博公司东师咖啡厅的营销环境分析 ……13
3.1 咖啡餐饮产业的宏观环境分析 …… 13
3.2 清大智博公司东师咖啡厅的 SWOT 分析 …… 14
3.3 校园咖啡餐饮的市场需求分析 …… 14
第 4 章 清大智博公司东师咖啡厅的营销策略的制定与实施 …… 24
4.1 清大智博公司东师咖啡厅的定位策略 …… 24
4.2 清大智博公司东师咖啡厅营销组合策略制定 …… 28
4.3 清大智博公司东师咖啡厅营销策略的实施 …… 39
结 论 ……43
参考文献 ……44
后记和致谢 ……48
