良木缘分析定稿.doc

良木缘品牌解读与分析 目 录 一 企业简介····················································- 2 - （一）行业现状····················································- 2 - （二）良木缘简介··················································- 2 - 二 品牌解读····················································- 3 - 品牌定位···················································- 3 - 市场细分···················································- 3 - 目标市场选择················································- 3 - 品牌定位····················································- 4 - （二）产品和服务分析···············································- 4 - 产品和服务··················································- 4- 核心价值····················································- 5 - （三）品牌识别系统·················································- 6 - 三 竞争对手分析················································- 7 - （一）竞争对手概况和分析···········································- 7 - （二）以良木缘和星巴克的成都市场为例·································- 8 - 四 SWOT综合分析················································- 9 - 五 品牌营销管理···············································- 11 - （一）品牌传播-促销推广···········································- 11 - （二）品牌扩张-资本化运作之特许经营·································- 12 - 六 结语·······················································- 12- 一、企业简介 行业现状 近年来，随着人们生活水平的提高，咖啡馆这个行业开始兴旺起来，全国的咖啡销售额保持在每年10%的增长速度，在成都这个城市的休闲氛围中，咖啡馆也得到了长足发展。 成都咖啡行业经历了近20年的发展，基本上可以分为起源和发展两个阶段。 起源阶段是在改革开放10年后，成都第一家咖啡店诞生在涉外的锦江宾馆里，当时为了满足国外游客的需求，只能提供一些速溶的咖啡饮料。90年代初期，在成都经商的一些香港及台湾的商人看到成都咖啡行业的空白，开始引进现磨咖啡设备和进口咖啡豆，经营起一些真正意义上的咖啡馆。，90年代中期，内地的咖啡人也开始尝试开设风格咖啡店。 发展阶段是在99年以后台湾和外地的品牌咖啡开始大举进入成都，如上岛咖啡、名典咖啡语茶、仙踪林、真锅咖啡、宾诺咖啡等，不过这些店多是加盟店，只有仙踪林、真锅等是直营店。 2004年以后，咖啡行业进入了品牌时代。一些咖啡店因缺乏品牌管理、优质服务和核心产品，已经被市场淘汰。而这个时期也成长了一批活跃于目前市场的品牌，如良木缘、欧洲房子、香格丽等本土品牌。不过这些也并非传统意义上的咖啡馆，他们都融合了西餐、自助餐、休闲水吧等功能，这是为了适应成都地区人们消费习惯而发展起来的新模式。 进入2006年后，国际第一咖啡品牌“星巴克”的进入，为成都的咖啡行业带来了新的元素，出现了本土咖啡品牌与外来品牌相竞争的局面，良木缘在本土极具竞争力。 成都咖啡馆行业目前已步入快速发展期，市场将逐渐饱和，行业间的竞争将会上升到综合实力的竞争。这个期间将会有大量的，没有特色和品质的咖啡店在日益激烈的市场竞争中关门。对咖啡馆行业而言，在传统的服务项目非常成熟的今天，如何通过为客人提供新的服务来开拓市场，已成为该行业