摘要..... III
Summary..... IV
1 绪论......... 6
1.1 研究的背景与意义..6
1.2 国内外咖啡业现状11
1.3 研究的主要内容....12
1.4 研究的方法13
2 相关理论和文献综述... 13
2.1 体验营销的基本理论......13
2.2 体验营销理论在国内外的研究状况......16
3 咖啡店业务营销环境分析....... 18
3.1 咖啡店宏观环境分析......18
3.2 需求环境分析........22
3.3 竞争环境分析........24
4 咖啡店业务营销现状与问题分析....... 28
4.1 国内咖啡店现状概况.........28
4.2 咖啡店业务营销现状.........28
4.3 咖啡店业务营销存在问题30
5 “咖啡店+”营销策略的制定. 32
5.1“咖啡店+”营销策略制定的原则和目标32
5.2 “咖啡店+”营销目标市场的选择与定位..........32
5.3 “咖啡店+”创新型体验营销策略的制定..........33
6 “咖啡店+”业务营销策略的实施保障......... 43
6.1 人力资源保证........43
6.2 体验营销观念的重要性....43
6.3 组织的完善性........43
6.4 创新能力的持续发展........44II
6.5 高品质的咖啡........44
7 结论与研究展望......... 45
7.1 主要结论.....45
7.2 研究展望....45
致 谢....... 47
参考文献... 48
原 创 性 声 明... 51III
摘要
随着经济水平的发展，我国国民生活水平也不断提高，其显著的特点就是消费
水平和能力的加强，人们对衣食住行都开始有高要求。中国人有“名以食为天”的
传统观念，这为我国咖啡行业的发展提供了巨大的潜力和潜在消费人群。据统计，
每个中国人大约消耗咖啡的数量是 3-5 杯,而世界咖啡消耗平均数量是 240 杯,两者
差距极大。作为占据世界最大人口总量的中国，人均咖啡消耗量只有世界平均消耗
量的百分之十左右，也预示着中国咖啡及咖啡店市场未来的无限发展空间。据此已
经有无数跨国咖啡经销商和连锁咖啡品牌经营者看到了无限商机，并开始在中国开
始新一轮的宣传和扩张

同时，中国的中产阶级总体数量正在不断增加，消费水平的提高使得越来越多
的中国人了解和接受咖啡这种消费方式，形成消费习惯。本文研究目的是从体验营
销出发，通过对“咖啡店+”创新型体验营销策略和模式的分析及研究，为其制定一
套行之有效的创新型体验空间营销策略体系，其中包括目标市场的确定、市场营销
策略组合以及全面体验营销策略的建立。本文研究思路以体验营销理论作为主要的
理论基础，同时以 4P 理论等研究企业的工具作为辅助，客观的分析了咖啡店市场内
外部环境和优势、劣势等问题。通过对咖啡店的行业竞争分析，总结出核心竞争力
来源于“咖啡店+”的线上线下复合式体验空间营销模式。希望通过对“咖啡店+”
创新型体验营销体系的建立，以后对咖啡店日常的经营和管理有理论和现实的指导
意义

关键词：咖啡店+；体验营销；营销策略
分类号：C939IV
Summary
With the continuous improvement of economic level, China&39;s national standard of living is also
rising, the salient feature is the consumption level and ability to strengthen the people&39;s basic
necessities have begun to have high demand. Chinese people have a name to food for the day, the
traditional concept of the beverage industry will naturally drink in the new wave of consumption tide
in a favorable position, which for the development of China&39;s coffee industry provides a huge potential
and potential consumer groups The According to statistics, each Chinese people consume about 3-5
cups of coffee, and the average number of coffee consumption in the world is 240 cups, only from the
consumption of the number of view, the two have a big gap. Accounting for the world&39;s largest
population, but the per capita consumption of coffee is only about 10% of the world&39;s average
consumption, but also indicates the future of China&39;s coffee and coffee shop unlimited development
space, many consulting firms predict that China will become the next Coffee consumption explosive
growth of the country. Accordingly, there have been numerous multinational coffee dealers and chain
coffee brand operators to see the infinite business opportunities, and began in China to start a new
round of publicity and expansion. At the same time, the overall number of middle class in China is
increasing, the level of consumption makes more and more Chinese people understand and accept the
consumption of coffee, the formation of consumption habits. And a huge population base will be an
important support for the expansion of the coffee market. The purpose of this paper is to analyze and
study the marketing strategy and model of coffee shop + experience from the point of view of
experiential marketing, and formulate an effective and innovative space marketing strategy system.
Including the determination of the target market, the marketing strategy portfolio and the
establishment of a comprehensive experience marketing strategy. In this paper, the research ideas to
experience the marketing theory as the main theoretical basis, while the 4P theory and other research
tools as an auxiliary, objective analysis of the coffee shop market internal and external environment
and advantages, disadvantages and other issues. Through the analysis of the coffee industry
competition, summed up the core competitiveness comes from the coffee shop + online and offline
complex experience space marketing model. We hope that through the coffee shop + innovative
experience in the establishment of the marketing system, the future of the coffee shop management
and management theory and the reality of the guiding significance.V
Keywords: Coffee Shop +; Experiential Marketing; Marketing strategy
Classification number：051“咖啡店”创新型体验空间营销策略研究1 绪论
1.1 研究的背景与意义
1.1.1 选题的背景
咖啡的来源：从语言文学的历史传承上看，《康熙字典》中并没有对咖啡的任何
记载，甚至于“咖”和“啡”的记载都没有,可知清朝之前人们都没有了解过咖啡这
一事物。至于清朝中后期是否就已经出现咖啡,笔者查阅了《明清俗语辞书集成》中
收录的清中叶至清末的文献,依旧一无所获,所以也就无从得知了

对于 Coffee 的翻译也存在分歧，例如同治五年（1866）在《造洋饭书》一书
中，Coffee 英文直译为 “嗑肥”等，也曾经被翻译成其他的中文名。经过不断地
演变和发展之后,今天出现的咖啡的翻译应该来自于日语的“珈琲”。根据记载，咖
啡最先传入日本，因此日本人最先了解咖啡，在这之后他们在开设咖啡店时将其翻
译成“珈琲”，之后传入我国的时候，也随其使用“珈琲”。之后很长一段时间都是
使用“珈琲”这样的译文，直到民国初年《中华大字典》记载着“咖啡”字样代替
“珈琲”。在字典中对咖啡的解释是：“西洋饮料，如我国之茶，英文Coffee”。此
。。。以上简介无排版格式，详细内容请下载查看