I
摘 要
长春市咖啡店消费者行为调查及营销策略研究
咖啡是世界三大饮品之一，从人类开始饮用咖啡至今已经有 700 多年的历史，放
眼全球，咖啡每年交易量对全球经济的贡献仅次于石油，是全球第二大宗商品。咖啡
文化虽源自欧美，然而随着我国的经济与文化起飞，咖啡需求也日益增加，同时也被
国人视为是具有国际化与高品质休闲生活的代言饮料。近些年来，人们的生活质量正
在飞速地提高，饮品的种类不断丰富，咖啡与经济、文化、现代人的生活的关系越来
越密切，带动了我国咖啡消费量的迅猛增加，近几年咖啡在我国国内的咖啡消费市场
也得到了飞跃性的发展。

本论文主要从国内咖啡行业与咖啡店的发展状况出发，研究了长春市咖啡行业现
状以及咖啡店发展经营的发展状况以及现状，并对长春咖啡店市场的供应与需求进行
了概述，以长春市各商圈附近咖啡店消费者为研究对象，对不同消费者的消费行为、
消费心理进行调查，以发放调查问卷的方式来了解目标人群和目标市场，对调查结果
进行统计和分析，根据消费者心理行为学的理论、市场调查的相关理论、营销策略的
相关理论，针对主要商圈的咖啡店的调查结果选择其目标市场，制定出一系列的目标
市场营销策略组合。本文提出的方案对长春市咖啡店市场的经营与发展具有一定的参
考价值。

关键词：
咖啡店市场，消费者行为学，市场营销，营销策略组合III
Abstract
Investigation and Research on the Marketing Strategy of
Consumer Behavior of Cafes in Changchun
Coffee is one of the world's three major beverages, from the human began drinking
coffee has 700 years history, around the world, with annual Coffee Trading Volume on the
global economy after oil, is the world's second commodities. Coffee culture is from Europe,
but with the economy and culture of our country, the demand for coffee is also increasing,
but also by Chinese people as being life and internationalization of high quality leisure
drinks endorsement. In recent years, people's quality of life is enhanced rapidly, constantly
enrich the types of beverages, the relationship between Coffee and economic, culture,
modern people's life more and more closely, driven by the rapid increase in the amount of
Coffee consumption in our country, in recent years Coffee has also been a leap of
development in the market Coffee consumption in china.
This paper focuses on the development of domestic industries and store of Coffee
Coffee of Changchun City, Coffee industry status quo and development status and the status
quo of the development of Coffee shop business, and the supply and demand of Changchun
Coffee shop market are summarized, in the vicinity of the district Coffee Changchun City
store consumers as the research object, carries on the investigation to the consumer behavior,
different consumer psychology, to understand the target population and the target market by
issuing questionnaires, statistical analysis of the survey results, according to consumer
psychology and behavior theory, market survey theory, marketing strategy theory, according
to the survey of the main shopping district of the Coffee store results of its target market, to
develop a series of target market marketing strategy. Has a certain reference value for the
operation and development of the proposed scheme of Changchun City Coffee store market.
Keywords:
Cafe market, Consumer behavior, Marketing, Marketing strategy