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            基于SWOT分析法探究易捷咖啡的营销策略

            时间:2018-12-30 来源:现代营销(经营版) 作者:张智玮 本文字数:3314字

              摘    要:星云棋牌官网下载 易捷咖啡是中石化易捷联合连咖啡共同创立的全新咖啡品牌,并于近期在苏州的九家中石化加油站首批落地。其产品主要包括92#(黑白咖啡)、95#(时尚特饮)、98#(精品系列)三个系列,价格在12元至28元之间,在到店消费的基础上,提供两公里范围内的配送服务。本文将通过SWOT分析方法对易捷咖啡进行解析,并提出有关营销建议。

              关键词:星云棋牌官网下载 易捷咖啡; SWOT分析; 营销建议;

              一、优势(Strength)分析

              (一)扎实的销售渠道网络

              YITUOYUJIAOWEICHENGSHUDECHENGPINYOUXIAOSHOUTIXI,ZHONGSHIHUAYIJIEBIANLIDIANJIANLIQILEZHASHIDEXIAOSHOUQUDAOWANGLUO,FANSHIYOUZHONGSHIHUAJIAYOUZHANDEDIFANGJIHUDOUKAISHELEYIJIEBIANLIDIAN。JU2018NIANZHONGGUOBIANLIDIANTOP100BANGXIANSHI,ZHONGSHIHUAYIJIEBIANLIDIANSHULIANGDADAO27259JIA,WEIJUBANGSHOUBINGZHANJUJUEDUIYOUSHI,ZHEIYIQIANGDACHANPINXIAOSHOUQUDAOWANGLUOWEIYIJIEKAFEITIGONGLEQUDAOYOUSHI,“DAODIANXIAOFEI+PEISONGFUWU”DEFANGSHIYESHIDEYIJIEKAFEIKEYIFUSHEGENGGUANGDEQUYU、TIGONGGENGBIANJIEDEFUWU。ZUOWEIXINPINPAI、XINCHANPIN,SUIRANYIJIEKAFEISHOUPILUODIDEJINYOUJIUJIAMENDIAN,DANQIHOUXUBINGBUCUNZAIKAIDIAN、XUANZHIDENGKUNNAN,“BIANDIKAIHUA”SHIDEBIANLIDIANWEIYIJIEKAFEIDETUIGUANGXIAOSHOUCHUANGZAOLEWUXIANDEKENENG。

              (二)海量的客户资源

            星云棋牌官网下载   YUQITAXINXINGKAFEIPINPAIBUTONGDESHI,YIJIEKAFEIZUOWEIBIANLIDIANDEYIBUFEN、ZHONGSHIHUAJIAYOUZHANDEYIXIANGFEIYOUPINYEWU,QI“XIANTIAN”JICHENGLELAIZIZHONGSHIHUAZAICHENGPINYOUXIAOSHOUYEWUSHANGJILEIDEJUEDUIYOUSHI。ERZHONGSHIHUASHIGUONEIZUIDADECHENGPINYOUXIAOSHOUGONGSI,XIANYONGYOU8000DUOWANJIAYOUKACHIKAHUOYUEYONGHU,XIANSHANGYONGYOUCHAOGUO1YIWEIXINFENSI,RIJUNJINZHANJIAYOUCHAO2000WANRENCI,MEIYIGEJINRUJIAYOUZHANDEXIAOFEIZHEDOUSHIYIJIEKAFEIDEQIANZAIKEHU。ERKAFEISUOJUYOUDETISHEN、JIEKUNDENGGONGXIAO,YUCHELIANGJIASHIYUANDEMOUZHONGSHIJIXUQIUXIANGQIHE,“TINGXIACHELAIJIAGEYOU,KONGXIASHIJIANDAOBIANLIDIANMAIBEIKAFEIFANGSONGYIXIA”DEXIAOFEICHANGJINGWANQUANFUHERICHANGSHENGHUOSHIJI,YINCIZHEIYIKEHUZIYUANWANQUANKEYIWEIYIJIEKAFEISUOYONG,WANQUANJUBEIKAIFALIYONGDETIAOJIAN。

              (三)品牌联合优势

              易捷便利店在非油品零售业务中深耕十余年,但在“卖咖啡”上绝对是第一次,缺乏咖啡运营的实践经验与能力;而成立于2014年的连咖啡,从最初的提供星巴克、Costa等咖啡外送服务,在积累大量客户之后走上了自有品牌咖啡发展道路。而易捷咖啡是中石化易捷与连咖啡联合推出的新的独立咖啡品牌,其中易捷负责场地支持和易捷咖啡的品牌运营,连咖啡负责易捷咖啡的后台搭建、产品开发设计和人员培训工作,这一全新品牌,融合了双方各自的优势资源与力量,形成了品牌联合优势。
             

            基于SWOT分析法探究易捷咖啡的营销策略
             

              二、劣势(Weakness)分析

              (一)便利店基础设施存在短板

              YIJIEKAFEIZUOWEIYIJIEBIANLIDIANDEYIBUFEN,QIYUJIAYOUYEWUGONGTONGGOUCHENGLEXINDEJIAYOUZHANXIAOFEICHANGJING。ERZUOWEIXINCHUANGLIPINPAI,YIJIEKAFEICHUQIDEXIAOSHOUZHUYAOYIKAOJIAYOU、BIANLIDIANLINGSHOUYEWUDUIKEHUDENIANXING,XIAOFEIZHEWEILEHEYIBEIKAFEIZHUANMENQUYITANGJIAYOUZHANDEKENENGXINGWEIHUQIWEI。YIFANGMIANCHUGAOSUGONGLUFUWUQUJIAYOUZHANDIANHESHAOSHUZHONGDIANZHANDIANZHIWAI,JUEDADUOSHUCHENGSHIJIAYOUZHANZHANDIANMIANJIJIAOWEIXIAXIAO,WUFAWEIKEHUTIGONGZUGOUDEBOCHEKONGJIAN,ERZIZHUJIAYOUSHESHIDETUIGUANGSHIYONG,MEIYOUWEIKEHUCHUANGZAOGENGDUODEKONGYUSHIJIAN,KEHUZAIKONGJIAN、SHIJIANSHANGJUNMEIYOUZUGOUDELIYOUZOUJINBIANLIDIANGOUMAIKAFEI。LINGYIFANGMIANBUFENDIQUBIANLIDIANJICHUSHESHIJIAOCHA,QISHOUMAISHANGPINJINTINGLIUZAIKUANGQUANSHUIDENGYIBANLEISHANGPIN,YUKAFEIZHEIYIJIAOWEIGAODUANDEXIAOFEIPINCUNZAICHANGJINGLUOCHA。

              (二)缺乏咖啡运营实践经验

            星云棋牌官网下载   ZHONGSHIHUAYIJIESHIZHONGSHIHUACONGSHIFEIYOUPINYEWUDEZHUANYEHUAGONGSI,CONG2008NIANCHUANGLIZHIJINYIYOUJINSHIYUNIAN,JILEILEDALIANGLINGSHOUYEWUJINGYAN,DANZHEISHIQISHOUCICHUANGLIZIYOUPINPAI、JINRUKAFEIZHEIYIXINXINGXINGYE,ZAIKAFEIYUNYINGDEGEGEHUANJIEJUNMEIYOUXIANGGUANDEGONGZUOJINGYAN,“KUAJIE”SHIDEQIZAIGUANLIYUNYINGSHANGCUNZAIMINGXIANDUANBAN。ERZUOWEIPINPAIHEZUOFANG,LIANKAFEIWEIYIJIEKAFEISHUCHULEWANZHENGDEYUNYINGTUANDUI,YIDINGCHENGDUSHANGMIBULEYIJIEKAFEIDEDUANBAN,DANLIANKAFEIQIBENSHENDEYUNYINGSHIJIANJIUBUZHANG,ZAIJINGYINGLINIAN、YUNWEISHANGDOUHAIMEIYOUWANQUANZOUXIANGCHENGSHU,YINCIJIBIANSHIQIANGQIANGLIANHEYENANYANQIBENSHENCUNZAIDELIESHI。

              三、机会(Opportunity)分析

              (一)咖啡市场潜力巨大

            星云棋牌官网下载   GENJUYOUGUANZILIAOXIANSHI,2018NIANZHONGGUORENJUNKAFEIXIAOFEILIANG6.2BEI,ZHEIJINSHIMEIGUODE1.6%、XIANGGANGDE2.5%,GUONEIKAFEISHICHANGQIANLIJUDA。SUIZHEWOGUORENMINSHENGHUOSHUIPINGDEZHUJIANTIGAO,RENMENSHENGHUOXIGUANYEZAIFASHENGXINBIANHUA,GUONEIKAFEIXUQIUKUAISUZENGZHANG,JULUNDUNGUOJIKAFEIZUZHITONGJI,YUQUANQIUPINGJUN2%DEZENGSUXIANGBI,ZHONGGUOKAFEIXIAOFEIZHENGZAIYIMEINIAN15%DEJINGRENSUDUZENGZHANG。ZAISHICHANGXUQIUDECIJIXIA,GUONEIKAFEICHANYEYIJINRUGAOSUFAZHANDEJIEDUAN,ZHIYONGLE17GEYUEJIUWANCHENGLECONGCHUANGLIDAOSHANGSHIDERUIXINGKAFEI,ZUYIZHENGMINGZHEIYIDIAN。JUDADESHICHANGKAIFAQIANLI、KUAISUZENGZHANGDESHICHANGQIANJING,WEIYIJIEKAFEIDEFAZHANTIGONGLESHICHANGJIYU。

              (二)新技术、新理念带来的新机遇

              DASHUJU、RENGONGZHINENG、YIDONGZHIFUDENGXINXINGSHUZIHUAJISHUSHOUDUAN,CUISHENGLE“HULIANWANG+”“XINLINGSHOU”DENGQUANXINDEJINGYINGLINIAN,ZHEIXIEXINJISHU、XINLINIANWEIYOUPIN、FEIYOUPINXIAOSHOUYEWUXIANGHUCUJINDAILAIXINDETUOZHANKONGJIAN,YECHUANGZAOLEZHONGGOULEJIAYOUZHANXIAOFEISHENGTAIDELISHIJIYU。ZAIZHEIYANGYIGEBIANGESHIQI,YIJIEKAFEIJINYIBUFENGFULEZHONGSHIHUAJIAYOUZHANDEFEIYOUPINXIAOSHOUYEWU,WEIJIAYOUZHANCHANGJINGZHONGGOUZENGJIALEXINYAOSU,YEHUIWEIQIZISHENFAZHANDAILAIXINDEJIYU。

              四、威胁(Threat)分析

              (一)与其他加油站便利店的竞争

            星云棋牌官网下载   DUIYUDAODIANXIAOFEIZHEIBUFENYEWUERYAN,CHENGPINYOUXIAOSHOUSHICHANGDEJILIEJINGZHENGHUIJINYIBUYANSHENZHIYIJIEKAFEI。ZAIXIANJIEDUAN,KEHUZHUANCHENGKAICHEDAOJIAYOUZHANGOUMAIKAFEIDEKENENGXINGJIXIAO,YINCI,RUGUOXUANZEQUZHONGSHIHUAJIAYOUZHANJIAYOUDEXIAOFEIZHESHAOLE,NEIMEZIRANHUIYINGXIANGDAO“DAODIANXIAOFEI”DEKEHUQUNTI。TONGSHI,ZAIJIAYOUZHANBIANLIDIANNEISHOUMAIKAFEICHANPINBINGFEIZHONGSHIHUAYIJIA,ZHONGSHIYOUZAIQIKUNLUNHAOKEBIANLIDIANYETUICHULEHAOKEKAFEI,ZHONGSHIHUAJIAYOUZHANZAIZHEIYIYEWUSHANGBINGBUZHANYOUBIJIAOYOUSHI,KUANGQIEYIBEIKAFEISHANGBUZUYIGAIBIANXIAOFEIZHEDEJIAYOUXUANZE。

              (二)与咖啡等饮品品牌的竞争

              DUIYUPEISONGXIAOFEIZHEIBUFENYEWUERYAN,JINGZHENGDUISHOUDUO、JINGZHENGYALIDA。YIFANGMIANYAOMIANLINLAIZIYUXINGBAKE、CostaDENGYIXIANCHUANTONGKAFEIPINPAIDESHICHANGJINGZHENG,LINGYIFANGMIANYAOMIANDUIRUIXINGDENGXILIEXINXINGKAFEIPINPAIDESHICHANGJINGZHENG,HAIYAOYUXICHA、LUJIAOXIANGDENGQITAFEIKAFEILEICHANPINJINGZHENG。“BEISHANGGUANG”DENGREDIANDIQUYINPINSHICHANGJINGZHENGYICHANGJILIE,XINPINPAIQIANGXINGJINRU、DUOQUSHICHANGDENANDUJIAODA。TONGSHI,ZAIDANGQIANGUONEIKAFEIPINPAIXINGQIDESHIQI,YIJIEKAFEINANMIANHUIYURUIXINGDENGQITAPINPAIZAICHANPINXILIEFENBU、JINGYINGMOSHIDENGFANGMIANCUNZAITONGZHIHUADEWENTI,NANYIXINGCHENGTESE,ZAIJIASHANGBUFENXIAOFEIZHEDUIZHONGSHIHUAYIJIEZHEIYIPINPAIDEGUYOURENSHIHEKANFA,SHIDEYIJIEKAFEIZAIDUANQINEIHENNANZAIGAODUANXIAOFEIQUNTIJIANLIKOUBEI。

              五、营销建议

            星云棋牌官网下载   JINGGUODUONIANDEFAZHAN,YIJIEBIANLIDIANDAZHIKEHUAFENWEIJIAYOUZHANDIANMIAN、SHEQUDIANMIANYUDULIDIANMIANZHEISANLEI,BUTONGLEIXINGDEDIANMIANYAOGEYOUCEZHONGDEZHIDINGYINGXIAOCELVE。

              (一)加油站店面重点做好油品与非油品销售联动

              DUIYUJIAYOUZHANDIANMIAN,YAOZHONGDIANRONGRUCHENGPINYOUXIAOSHOUGONGZUO,ZAIZHEZHONGZUOHAOCHENGPINYOUXIAOSHOUGONGZUO、BAOZHUYOUPINSHICHANGFENEDEJICHUSHANG,FAHUIHAOJIAYOUKA、“YOUDI”DENGHUIYUANZAITI,TUIJINYIJIEKAFEIYUYOUPINXIAOSHOU、QITALINGSHOUYEWULIANDONG,ZUHEKAIZHANYINGXIAOHUODONG。JIEHEXINLINGSHOULINIANTUIGUANGHEXINJISHUYINGYONG,ZAIJINYIBUZHONGGOU、YOUHUAJIAYOUZHANXIAOFEISHENGTAIDEJICHUSHANG,WANSHANJIAYOUZHANXIAOFEICHANGJING,SHISHIZHANDIANGAIZAOSHENGJI,WEIKEHUTINGXIALAI、ZOUJINBIANLIDIANCHUANGZAOTIAOJIAN,TONGCHOUCEHUAYOUPIN、FEIYOUPINYINGXIAOHUODONG,JINERDAZAOZONGHEJINGZHENGYOUSHI。

              (二)社区、独立店面重点突出各自特点

            星云棋牌官网下载   SHEQUDIANMIANZHUYAOWEIYUJUMINSHENGHUOXIAOQUFUJIN,DULIDIANMIANYIBANCHUYUJIAOWEIGAODUANDEXIEZILOU、SHANGWUQUDENG,LIANGZHEDEMUBIAOQUNTICUNZAIYIDINGDECHAYI,ZAIYINGXIAOSHANGYEYINGZHELIDAZAOGEZIYOUSHI。SHEQUDIANMIANYINGGENGJIATUCHUBIANJIEXING,ZHONGDIANFAZHANWAIDAIKAFEICHANPIN,RANGXIAOFEIZHEYIKUAIJIEDEFANGSHIHUODECHANPIN。DULIDIANMIANYINGDANGTUCHUGAODUANXING,KEXUEXIJIEJIANRUIXINGDENGQITAKAFEIPINPAIDECHENGGONGJINGYAN,CAIQUDAODIANGOUMAIYUPEISONGFUWUSHUANGXIANGFAZHAN,JIYAOMANZUXIAOFEIZHEDAODIANYINYONGKAFEIDEHUANJINGSHESHIYAOQIU,YOUNENGWEIXIAOFEIZHETIGONGBIANJIEDEPEISONGFUWU。

              (三)稳扎稳打切忌快速扩张

            星云棋牌官网下载   MUQIANYIJIEKAFEIYIJINGZAISUZHOUJIUJIAJIAYOUZHANLUODI,YUJIHOUXUHUIZAIGEDIYIJIEBIANLIDIANTUIGUANGKAFEIYEWU,BUGUOQIEJIGUOKUAIKUOZHANG,BIXUJINYIBUMINGQUEBUTONGQUYU、BUTONGLEIXINGMENDIANDEMUBIAOSHICHANG,GEYOUCEZHONGDI、XUNXUJIANJINDITUIGUANG。ZAIJIUJIAJIAYOUZHANMENDIANJILEILEYIDINGJINGYANZHIHOU,CHONGFENJIEHEGEDIJIAYOUZHAN、BIANLIDIANDESHIJIQINGKUANG,YOUXUANZEDETUIGUANGYIJIEKAFEI。TONGSHIKEXIANXINGZAI“BEISHANGGUANG”DENGREDIANDIQUDEDULIMENDIANTUIGUANGYIJIEKAFEIYEWU,XUEXIJIEJIAN、TANSUODAOLU、JILEIJINGYAN。ZAISHEQUMENDIANKEYIXUANZEBUFENCHENGSHUXIAOQUHUOZHEZHONGSHIHUAZIYOUSHENGHUOQUXIANXINGSHIDIAN,ZAIXINGCHENGMOSHIHOUZAIJINXINGTUIGUANG。

              结束语:

              JIAYOUZHANDIANDUOSHIZHONGSHIHUADETUCHUYOUSHI,ZHEIYEJIUSHIYIJIEKAFEIDEZHONGYAOZIYUAN。YIJIEKAFEIDEFAZHAN,HENDACHENGDUSHANGQUJUEYUZHONGSHIHUAYOUPINXIAOSHOUZHEIYIZHUYINGYEWUNENGFOUZHANGQIZHANJUJINGZHENGYOUSHI,QUJUEYUNENGFOURONGRUDAOJIAYOUZHANDEXIAOFEISHENGTAIZHONG。YINCI,YOUXIAORONGRUJIAYOUZHANXIAOFEISHENGTAI、YOUPINYUFEIYOUPINLIANDONGKAIZHANYINGXIAOHUODONG,JIANGSHIYIJIEKAFEIFAZHANDEGUANJIAN。

              参考文献

              [1]加油站里卖咖啡[J].中国石油企业,2019(09):24.
            星云棋牌官网下载   [2]顾春晓,瑞幸咖啡:线上线下多渠道融合玩转营销新模式[J].声屏世界·广告人,2018(10):153-154.

              本文引用格式:张智玮.易捷咖啡的SWOT分析与营销建议[J].现代营销(经营版),2020(01):152-153.
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