1、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
2、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
3、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
4、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，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ABSTRACTWith the rapid development of our country eco
5、nomy, peoples living standards continue to improve. People are not satisfied with the pursuit of material, pay more attention to the quality of life and spiritual demands. Coffee culture is full of urban white-collar gens every moment of life, it gradually and fashion, modern life together. Each has
6、 its own characteristics of the coffee shop has become people leisure, social, fashion, taste the best place. Coffee - one of the worlds three largest drinks, the global trade volume is second only to oil, coffee beans in retail sales of $30 billion. Relative to the per capita consumption of coffee
7、every day at about 3 cups of European and American countries, in mainland China per person per year on average less than a cup of coffee consumption, so the international coffee organization view China as the worlds most potential of the coffee market. It is in such an environment, coffee chains got
8、 unprecedented development in China at present. In 2014, according to authorities, the Chinese chain operating income has more than 800 billion yuan. Due to the low chain risk, efficiency is higher, coffee Store chain operation has become one of the strongest business channels. By the end of 2014, o
9、ver 18600 cafes open, employs 800000 people, its consumer market size and attractive, let more and more investors begin to pay close attention to the coffee market, the brand as a long-term survival of an enterprise, coffee companies more and more peoples attention and attention. Diffuse coffee star
10、ted in 2010 and 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
11、space. Here 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? In this paper, on the basis of the theory with practice, us
12、ing the related theory of the marketing aspects, mainly from coffee brand through six aspects: brand positioning, brand experience and accumulation of brand equity, brand communication, brand and brand extension chain are analyzed, and concluded that diffuse the coffee in the successful experience o
13、f brand strategy is: the third space of the unique brand positioning, experiential consumption, around the relationship between customers, employees and suppliers and accumulate assets, word-of-mouth, keen observation, make up the market gap, flexible way of joining strictly, brand extension enriche
14、d diffuse coffee brand value. The author hope that through this article analyzed the brand strategy of diffuse coffee may face problems, especially the diffuse coffee chain and product brand Brand extension strategy, the author thinks that in China all take marketing mode is up for debate, should ta
15、ke regional authorization and marketing combined mode. In terms of brand extension, music can only be run as a sideline, coffee is still the core business, otherwise it will because of deviation from the core value of brand extension product, makes the brand image fuzzy, cause the failure of brand extension. Hope this article can conclude the chain-like management industry and practitioners have positive reference value. KEYWORDS：MAAN COFFEE 、brand strategy 、brand managemen、 operation mode、Chain operation 目 录1.咖啡和漫咖啡1 1.1关于咖啡1 1.2咖啡店行业现状和前景1 1.2.1咖啡店的经营模式
