随着经济社会的快速发展，人们的饮食口味也发生了翻天覆地的变化，休闲甜 品特别是烘焙类甜品行业作为餐饮行业的重要组成部分也呈现出了发展速度化、规 模化、多元化和品牌化等趋势。休闲连锁甜品店以其便捷、专业以及特色服务上的 优势在快节奏、高效率的城市生活中扮演着愈来愈重要的角色。互联网+消费升级 时代的烘培市场新机遇也值得关注。 作为蚌埠本土最大的休闲连锁甜品店，老约翰的发展具有较好的代表性。老约 翰食品连锁企业是一个集生产、销售、科研、服务为一体的大型现代化食品公司。 老约翰初期的发展势头较为迅猛，领先于先后进入蚌埠市场的超群饼屋以及好利来 蛋糕店。面对激烈的市场竞争,老约翰作为本土自主创业而创建的一个休闲甜品品 牌，经历了从无到有，从小到大的持续发展和拓展的历程。而如何让这个品牌在激 烈的市场竞争中始终具有旺盛的生命力和成长性，就成为我们所面临的一个涉及到 品牌市场营销策略的关键性问题。 本文以本土休闲甜品连锁企业老约翰的发展历程为背景，通过对其发展壮大历 程的系统概括，总结出其发展至今的市场营销策略中存在的问题。以目前形势下其 面临的发展定位和市场拓展问题为探索，运用 SWOT 分析,综合运用市场营销策略并 结合国内外及本地知名同质企业的品牌市场营销的成功经验为指导，结合三四线城 市以互联网为核心的烘焙业发展新机遇，探索出一条适合老约翰品牌发展的通路， 对蚌埠本地的创业市场及创业者开创“小而精”的休闲食品类创业项目具有十分重 要的现实意义。 关键词：休闲甜品；品牌建设；市场营销老约翰市场营销策略研究 I ABSTRACT With the rapid development of economy and society, people's dietary taste has also undergone earth-shaking changes. As an important part of the catering industry, leisure sweets, especially baking sweets, have shown a trend of rapid development, scale, diversification and brand. Leisure chain dessert stores are playing an increasingly important role in fast-paced and efficient urban life because of their convenience, professionalism and characteristic services. The new opportunity of the baking market in the Internet + consumption upgrading era is also worthy of attention. As the largest leisure chain sweets shop in Bengbu, the development of old John has a good representation. Old John Food Chain is a large modern food company which integrates production, sales, scientific research and service. Old John's early momentum of development is relatively rapid, ahead of the Bengbu market has entered the super-group cake house and Hollywood cake shop. Facing the fierce market competition, Old John, as a leisure dessert brand created by his own business, has gone through the process of sustainable development and expansion from scratch, from small to large. And how to make this brand always have vigorous vitality and growth in the fierce market competition has become a key problem that involves brand marketing strategy. Based on the background of the development of John Old, a local casual dessert chain, this paper summarizes the existing problems in its marketing strategy through a systematic summary of its development. This paper explores the development orientation and market expansion problems faced by them under the current situation, applies SWOT analysis, integrates marketing strategies with the successful experience of brand marketing of well-known homogeneous enterprises at home and abroad, and explores a new opportunity for baking industry development with the Internet as the core in the third and fourth tier cities. It is of great practical significance for Bengbu's local entrepreneurial market and entrepreneurs to create small but fine leisure food venture projects. KEYWORDS:Leisure desserts; Brand building; Marketing老约翰市场营销策略研究 1 目 录 第一章 绪论····································································································1 第一节 研究背景与研究意义························································································1 一、研究背景·················································································································1 二、研究的意义·············································································································3 第二节 国内外研究综述································································································3 一、国外研究综述·········································································································4 二、国内研究综述·········································································································4 第三节 研究思路和研究方法························································································4 一、本文的研究思路·····································································································4 二、本文的研究方法·····································································································5 第四节 研究的创新之处································································································5 一、研究内容的创新·····································································································5 二、研究方法的创新·····································································································5 第二章 理论基础····························································································6 第一节 市场营销相关理论····························································································6 一、服务营销理论·········································································································6 二、关系营销理论·········································································································7 三、市场营销组合理论·································································································7 第二节 烘焙类连锁企业及其特点················································································9 一、烘焙类甜品市场及特点·························································································9 二、烘焙类甜品连锁企业及其特点···········································································10 第三章 老约翰的营销现状和问题分析······················································11 第一节 安徽老约翰食品有限公司简介······································································ 11 第二节 老约翰相关业务发展状况分析······································································12 一、老约翰业务发展历程和业绩分析·······································································12 二、老约翰营销业务分析···························································································13目录 2 第三节 调研问卷分析··································································································14 第四节 老约翰发展的 SWOT 分析·············································································18 一、内部优势（S）·····································································································19 二、内部劣势（W）···································································································20 三、外部机会（O）····································································································21 四、外部挑战（T）···································································································· 23 第四章 老约翰的市场细分及目标市场选择策略····································· 25 第一节 老约翰的市场细分··························································································25 一、消费群体的市场细分···························································································25 二、消费能力的市场细分···························································································26 三、门店布局和商圈选址的细分···············································································26 第二节 老约翰的目标市场选择策略及市场定位························································27 一、老约翰食品有限公司的目标市场选择策略·······················································27 二、老约翰食品有限公司的市场定位·······································································27 第五章 老约翰的市场营销策略··································································29 第一节 老约翰的产品（PRODUCT）策略··································································· 29 一、产品结构的多元化·······························································································29 二、产品线的定位和“新产品”的研发·······································································30 第二节 老约翰的价格（PRICE）策略···········································································30 一、以销量换取利润、薄利多销···············································································31 二、对竞争者的影响及时在价格上做出反馈···························································31 三、紧跟社会经济发展和民生水准及时调整价格···················································31 第三节 老约翰的渠道（PLACE）策略········································································31 一、采用直营渠道模式·······························································································32 二、与 O2O 模式的对接以及电商平台的应用·························································32 第四节 老约翰的促销(PROMOTION)策略······································································33 一、注重企业产品的品牌塑造···················································································34 二、完善组合营销和多元化销售方式·······································································34 三、完整有效的售后服务···························································································34 第六章 老约翰市场营销策略的实施保障··················································35老约翰市场营销策略研究 3 第一节 完善公司的营销组织结构··············································································35 一、完善营销部门组织结构·······················································································35 二、内部提拔或从外聘请具有丰富营销经验的人才担任营销总监·······················35 第二节 加强人力资源的开发与发展··········································································35 一、企业人才主要依靠内部培养与提拔···································································35 二、企业的人力资源战略要与企业的整体发展战略相契合···································36 三、注重人才培养·······································································································36 第三节 完善有效的供应链··························································································36 一、建立自己主导的供应链体系···············································································36 二、强化与原材料供应商的关系···············································································37 三、强化生产环节的内部培训···················································································37 第四节 建立科学的激励机制······················································································37 一、科学的内部人才晋升机制···················································································37 二、完善的门店销售人员绩效考核机制···································································37 第七章 研究结论··························································································38