X巴克在X地开分店的研究报告模板.docx
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X巴克在X地开分店的研究报告模板.docx
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X巴克在X地开分店的研究报告模板
X巴克在X开分店的研究报告
1.介绍
2.研究的课题
3.X巴克的介绍
4.调查问卷
5.研究限制
6.调查结果
7.总结
一、介绍
二、课题的研究
1.产品线
2.目标消费群
通过我们的调查,喝咖啡的消费人群年龄段基本处于20岁—30岁。
该部分人群以年轻人、白领居多。
这个群体重情调、求时尚、喜欢热闹,往往以群体消费的形式出现。
该部分人群受价格因素及灵活的促销方式影响较大,合理的产品价格往往更具吸引力。
3.产品名称
∙Coffee
∙BeansBlendsBrewing
oWholeBeanCoffee
LatinAmerica
Africa/Arabia
Asia/Pacific
Multi-RegionBlends
Dark&SpecialtyRoast
oStarbucksVIA®ReadyBrew
StarbucksVIA®Coffees
StarbucksVIA®FlavoredCoffees
oStarbucksReserve™Coffee
KonaCoffee
OrganicBlueJava
PapuaNewGuineaArokara
OrganicPeruTingoMaria
ElSalvadorMontecarlosEstatePacamara
FairTradeColombiaAsoapia
oStarbucks®NaturalFusions
Vanilla
Caramel
Cinnamon
Savoring
oLearnMore
FlavorsinYourCup
TheClover®BrewingSystem
MyStarbucksIdea
CoffeeFAQs
∙Menu
∙DrinksFoodNutrition
oDrinks
BottledDrinks
BrewedCoffee
ChocolateBeverages
EspressoBeverages
Frappuccino®BlendedBeverages
Kids’Drinks&Others
Tazo®Teas
Vivanno™Smoothies
oFood
Bakery
StarbucksPetites
Fruit&SnackPlates
HotBreakfast
Salads
Sandwiches,Panini&Wraps
IceCream
YogurtParfaits
oNutrition
FoodNutrition
DrinkNutrition
DeliciousDrinksUnder200Calories
FavoriteFoodsUnder350Calories
oLearnMore
MyStarbucksIdea
MenuFAQs
三、X巴克的介绍
Thestorybeganin1971whenthefirstStarbucksopenedatPikePlaceMarket,whichisSeattle'sandtheNation'soldestFarmer'sMarket(openedAugust17,1907). Butatthistimethecompanywasalocalcoffeeroastingfacility.Thatremainedtheircorebusinessuntil1982whenHowardSchulzjoinedthecompany. Hewasthenewmarketingexecutiveandbeganrightawaytoconvincemoreandmorelocalcafes,upscalerestaurants,andhotelstobuyStarbuckscoffee.TheturningpointforthecompanyandthebeginofwritingcoffeehistoryshouldbeoneyearlaterwhenSchulztraveledthroughItaly.HegotinspiredbytheoldItaliancoffeebartraditiontoservefreshbrewedEspressiandCappuccini.HeconvincedtheStarbucksfounderstogivehisideaachanceandin1985heopenedthefirstcoffeebarinSeattleandgaveittheItaliantouchbynamingit'IlGiornale'. Thenewconceptworkedout,IlGiornalewasasuccess.ButSchulzaimedhigher.HefoundlocalinvestorsandboughtStarbucksin1987.ThatgavewayforexpansionandinthesameyearheopenednewcafesinChicagoandevenVancouver,Canada.17StarbucksCafeswereestablished. In1992thecompanywentpublic(aftertheyhadalreadyofferedstockoptionstopart-timeemployeesin1991)andstockswerenowpubliclytradedattheNASDAQ(SBUX).AtthistimeStarbuckscountsapprox.165cafes. OnMarch7th,2001StarbuckseventuallyjumpedontheOldContinentandopenedtheirfirstcafeintheOldWorld: Zurich,Switzerland. Todaythecompanyhasmorethan8.000cafesinmorethan30countries. (morebrief) 1970's ThefirstStarbucksopens.ThenamecomesfromHermanMelville’sMobyDick,aclassicAmericannovelaboutthe19thcenturywhalingindustry.Theseafaringnameseemsappropriateforastorethatimportstheworld’sfinestcoffeestothecold,thirstypeopleofSeattle. 1980's HowardSchultzjoinsStarbucksin1982.WhileonabusinesstripinItaly,hevisitsMilan’sfamousespressobars.Impressedwiththeirpopularityandculture,heseestheirpotentialinSeattle.He’sright–aftertryinglattesandmochas,Seattlequicklybecomescoffee-crazy. 1990's ThedemandforgreatcoffeeallowsStarbuckstoexpandbeyondSeattle,firsttotherestoftheUnitedStates,thenfurtherafield.Afterbecomingoneofthefirstcompaniestoofferstockoptionstoitspart-timeemployees,Starbucksbecomesapubliclytradedcompany. 2000's TheStarbucksphenomenoncontinues.Atthetimeofwriting,Starbuckshasmorethan6,000locationsinover30countries.Inadditiontoourexcellentcoffeesandespressodrinks,peoplenowenjoyTazo®teaandFrappuccino®iceblendedbeverages. 四、调查问卷 X巴克将驻入长春? ! 调查问卷 尊敬的先生/女士: 您好! 非常感谢您在百忙之中填写这份问卷,我们是长春大学-莱佛士国际学院的学生,目前正在进行一项有关X巴克适合在长春哪开分店的研究,您所提供的信息将对我们的研究有重要意义。 此次问卷采用匿名的方式进行,问卷所涉及的问题答案没有对错之分,您按照内心的感受真实填答即可。 您填写的信息将仅作为学术研究之用,请您放心填写。 1.您的性别 A.男B.女 2.您的年龄 A.20岁以下B.20~30岁C.30~40岁D.40岁以上 3.您目前从事的行业是 A.学生B.白领C.教师D.职员E.其他_____ 4.您的可支配月支出是 A.1000元以下B.1000-2500元C.2500-4000元D.4000元以上 5.您认为长春最热闹的地方是哪 A.重庆路B.桂林路C.红旗街D.其他_____ 6.您喜欢喝咖啡吗 A.很喜欢B.喜欢C.一般D.不是很喜欢E.很不喜欢 7.您去咖啡馆,主要为了(可多选) A.品咖啡B.朋友聚会C.商务D.消磨时光E.用餐F.其他 8.咖啡馆最吸引您的地方是: A.舒适干净的环境B.悠闲安静的气氛C.浪漫高雅的情调D.香醇可口的咖啡E.其他 9.您知道X巴克吗? A.知道B.不知道 10.您希望X巴克处在什么地理位置 A.学校附近B.商务中心C.购物中心D.居民小区E.其他 11.假如在您的居住、工作的地方有X巴克,您会经常光顾吗? A.会B.不会 WillTheStarbucksStationChangchun? Distinguishedladiesandgentlemen, Wearepleasedtohearfromyouransweraboutoursurvey.WearethestudentsofRafflesInternationalCollegewhichbelongstotheChangchunUniversity,andnowwearemakingasurveywhichabout"WhereisTheBestPlaceforTheStarbucksStationChangchun".Theinformationyousuppliedwasveryimportanttousandweusetheanonymouswaytoprotectyourpersonalinformation.Pleasefilltheblanktruthfully.Theinformationisjustusedinoursurvey.Thankyouforyourcooperation! Pleaseanswerthefollowingquestions: 1.Yoursex? A.MaleB.Female 2.Yourage? A.Under20B.20~30C.30~40D.over40 3.Whatisyourjob? A.StudentB.officeworkerC.TeacherD.workerE.Others 4.Yoursalary? A.Under1000B.1000-2500C.2500-4000D.Over4000 5.WhichisthepopularplaceinChangchuninyouropinion? A.ChongqingloadB.GuilinloadC.HongqiloadD.Others 6.Doyoulikedrinkingcoffee? A.ExactlyB.LikeC.so-soD.NotverylikeE.Reallydon'tlike 7.Whatwasyourpurposeofgoingtothecoffeeshop(youcanchoosemorethanone) A.drinkingcoffeeB.MeetsomefriendsC.Forbusiness D.KillingtimeE.HavingdinnerF.Others 8.Inacoffeeshop,whatisthemostattractivefactorforyou? A.ComfortableenvironmentB.CarefreeatmosphereC.RomanticstyleD.Deliciouscoffee 9.DoyouknowTheStarbucks? A.YesB.No 10.WherewouldyouliketoseeTheStarbucks? A.NeartheschoolB.businesscenterC.ShoppingcenterD.Thelivingcommunity 11.IftherewasaStarbucksnearyourworkplaceorlivingcommunity,willyouoftengotoit? A.YesB.No 五、研究限制 调查结果
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