良木缘分析定稿.doc

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1、.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-（一）品牌定位··························

2、·························-3-1.市场细分···················································-3-2.目标市场选择················································-3-3.品牌定位····················································-4-（二）产品和服务分析···············································-4-1.产品和服务··············

3、····································-4-2.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

4、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············

5、···········································-12-..一、企业简介(一)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，

6、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

7、，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，已成为该行业关注的焦点。(二)良木缘简介良木缘咖啡西餐有限责任公司是一家经营休闲咖啡，致力于传播咖啡文化的零售连锁企业。“铸百年老店，塑领军品牌”是