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'走南訪北　探尋各地咖啡館經營之道'

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'走南,訪北,探尋,各地,咖啡館,經營之道,'

'經濟的飛速發展和國際交流的日漸頻繁，使我國的咖啡消費展現出誘人的前景。有數據表明，我國的咖啡消費市場潛力巨大，增長勢頭十分可觀。 到一個陌生的城市，如果想觀察這個城市的消費水平，想探究這個城市的文化品位，咖啡館是個不容忽略的地方。我不在家，'

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'2015-08-13 17:32:12'

'2015-08-13 17:33:39'

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'<p style="text-align: center; ">
	<img alt="" src="/uploads/allimg/150813/3-150Q31I33RC.jpg" style="width: 350px; height: 320px; " /></p>
<p>
	　　經濟的飛速發展和國際交流的日漸頻繁，使我國的咖啡消費展現出誘人的前景。有數據表明，我國的咖啡消費市場潛力巨大，增長勢頭十分可觀。</p>
<p>
	　　到一個陌生的城市，如果想觀察這個城市的消費水平，想探究這個城市的文化品位，咖啡館是個不容忽略的地方。&ldquo;我不在家，就在咖啡館;不在咖啡館，就在去咖啡館的路上。&rdquo;咖啡館改變了一些都市人的生活方式。開一家咖啡館，也成爲不少人創業投資的選擇。</p>
<p>
	　　我們發現，幾乎每個城市，都開着大大小小的咖啡館，但不少咖啡館卻並不那麼讓人過目難忘。編輯特別約請北京、上海、廣州、蘭州四地的記者，對東西南北4個城市的咖啡館進行採訪，挖掘出他們獨特的經營之道。他們有的以文化取勝，有的以時尚見長，有的主打服務&hellip;&hellip;上海的記者在採訪中發現，在上海世博會期間，每天至少要消費4萬杯咖啡，上海還要開更多咖啡館纔行。看來我們還要多關注這個市場。</p>
<p>
	　　您喜歡咖啡館嗎?想開一家咖啡館嗎?看看各地的咖啡館經營之道，也許對您的投資有所啓發。</p>
<p>
	　　蘭州咖啡館的服務牌</p>
<p>
	　　員工崗前培訓 全力服務顧客</p>
<p>
	　　蘭州市的甘南路是當地著名的咖啡、西餐一條街。走進甘南路中段的&ldquo;名典咖啡語茶&rdquo;，一股濃濃的咖啡香味撲面而來。古色古香的裝飾、柔和的燈光、輕柔的音樂、綠色的盆景，讓人感覺很溫馨。</p>
<p>
	　　這是一家加盟店，名典咖啡語茶的老闆問記者：&ldquo;一杯原料成本5塊錢左右的咖啡，憑什麼能賣到20多塊?因爲這裏有大量隱性的成本在裏邊，比如服務水平、設備和消費環境等。我不但要用優質的原料保證品質，更重要的是以專業的服務和設備吸引顧客，從某種程度上說，我們出售的是專業化、人性化的服務。&rdquo;</p>
<p>
	　　近幾年，蘭州的咖啡店如雨後春筍般地在發展，很多投資者看到這一行業有利可圖，在缺乏專業的經營理念和文化服務的情況下盲目投資。據業內人士介紹，目前蘭州咖啡館能盈利的還不到三分之一。而一批經營管理有特色的連鎖店、加盟店目前佔據着蘭州咖啡市場50%的份額。</p>
<p>
	　　&ldquo;除了逢年過節，現在很難出現4年前剛開業時那種客人天天爆滿的場面&rdquo;，名典咖啡語茶甘南路店的老闆說，但他似乎更滿意現在的發展：&ldquo;我的顧客羣基本穩定下來了，每天都有八成左右的上座率。他們主要集中在一些有較高收入的中青年羣體裏，有好些人都是從西固、安寧打車來的，而且大部分都是回頭客。&rdquo;</p>
<p>
	　　2005年以來，蘭州咖啡館的發展正漸漸步入良性發展的軌道。面對新的競爭環境和市場要求，以顧客爲本、以專業化的優質服務爲本仍然是蘭州咖啡館這一行業領跑者們最基本的理念。</p>
<p>
	　　旗下擁有&ldquo;外灘風尚&rdquo;這個品牌的蘭州名城風尚餐飲管理有限公司的主管劉建軍說：&ldquo;首先要適應本地顧客消費習慣，才能謀取自身的發展。我們儘可能迎合顧客，但這並不等於盲從於顧客。&rdquo;</p>
<p>
	　　文化的魅力就是市場的魅力，咖啡館的魅力就在於其優雅、休閒的環境。在名典咖啡語茶的每張桌子上都有一張&ldquo;致歉啓事&rdquo;，謝絕顧客打牌、猜拳、大聲喧譁等行爲。他們堅持咖啡文化的細膩、雅緻的氛圍。&ldquo;我們在經營中也會去引導顧客的消費習慣&rdquo;，劉建軍很自信地說，&ldquo;這兩者並不矛盾，比如，我們會給顧客講一些咖啡的文化、理念、禮儀等方面的東西，努力去營造咖啡原有的情調和文化氛圍，而這些都是顧客非常樂意接受的。&rdquo;</p>
<p>
	　　優質的服務是任何行業生存發展的一大法寶。在爲顧客提供優雅的環境服務和高品質的產品服務的同時，對員工細緻、全面、嚴格的崗前培訓幾乎是有競爭力的咖啡館不可或缺的經營戰略，&ldquo;店面的地段、產品質量、經營策略和人員培訓對咖啡館來說是最重要的幾件事。&rdquo;名典咖啡語茶甘南路店的老闆說。</p>
<p>
	　　很多咖啡館一開始就兼營西餐，但這還是單一的經營格局。目前，一些有實力的咖啡館紛紛提出多元化經營戰略，通過開展多種經營來實現營業項目之間的優勢互補。劉建軍說：&ldquo;求新、求變，才能在競爭中站住腳，這也是我們的共同目標。&rdquo;文/本報記者 李琛奇 實習生 陳發明</p>
<p>
	　　李琛奇攝</p>
<p>
	　　南 廣州咖啡館的時尚牌</p>
<p>
	　　經營方式創新 加強情感溝通</p>
<p>
	　　張磊本來是公務員，沒有任何經商經驗，但她選擇開一家咖啡店作爲創業的開始。這家店開在廣州僻靜街區，在以快餐大排檔文化爲主流的粵系餐飲業中，顯得單薄而又特別。但就是在夾縫中成長的它，開業首月就實現了盈利。</p>
<p>
	　　七年間，她的咖啡店開創了潮流，店內外的裝潢設計也成了業界競相仿效的對象，成了廣州餐飲時尚的風向標。</p>
<p>
	　　&ldquo;說實話，剛開始我也沒想到經營情況會這麼好。&rdquo;張磊以前曾留學海外，懷揣着幾十萬元人民幣，在1999年7月開了這家咖啡館，這是當時廣州最早的純粹經營咖啡的咖啡館之一。她請朋友按照自己的理念、參考了法國和東南亞等地的酒吧或咖啡店的樣式進行了室內裝潢。各種裝飾品和咖啡用具精挑細選：藤椅是法國退休設計師設計、印尼工人手工編織的;鋼琴是英國的老式CONCONE;咖啡杯是舶來品&ldquo;紀梵奇&rdquo;，連咖啡勺也是從友誼商店購買的&hellip;&hellip;</p>
<p>
	　　儘管在裝潢和材料方面投入不菲，小店的開張卻顯得那麼低調而不經意。她的&ldquo;愫心小築&rdquo;最終選在環境僻靜的法政路落戶，而不是年輕人集中、消費能力較高的環市路、體育西等鬧市區。爲何棄鬧選靜?張磊說，她做生意的理念來自在國外的打工經歷：在她所在的那個城市，許多社區或住宅樓裏，都有咖啡館，從早上7點經營到晚上10點，這些店規模不大，請的人也多是兼職，但經營狀況卻不錯。在繁華的國際大都市，都有人在僻靜街區開咖啡館並獲得經營的成功，她也想在廣州試試，加上租金相對便宜，她又喜歡安靜，張磊的咖啡館最終選在了這裏。</p>
<p>
	　　張磊是白手起家，她說：&ldquo;開業前，一個朋友讓我給他看我的營銷計劃，我一下就傻眼了。我一直做職員，沒有經商經驗，哪能做得那麼專業啊!我當時想，先靠原來結識的一些商界老友撐撐場，如果經營狀況不理想，還可以兼着賣賣我在國外蒐羅來的工藝品。店名&mdash;&mdash;&mdash;&mdash;&lsquo;CAF AND ART&#39;(直譯爲：咖啡和藝術)就是這麼來的。&rdquo;</p>
<p>
	　　儘管沒有營銷計劃，裝修又用了她幾乎所有的積蓄，但張磊仍然堅持把品質第一作爲立店之本：咖啡店最重要的產品，如咖啡和酒品，她都要千辛萬苦與國外廠家或代理商談，逐家比較;有時還要動用她在國外的老朋友，成品價格也相對較高。正是由於店內風格獨特、飲品質量上乘，開店首月就實現盈利;之後，回頭客越來越多，有段時間，消費者還要排隊等位才能喝上一杯特別泡製的咖啡。</p>
<p>
	　　近年來，廣州的咖啡店如雨後春筍般出現，不少開業者都要到&ldquo;愫心小築&rdquo;，更有甚者是直接抄襲它的設計，這給張磊的咖啡店造成不小的壓力。爲了應對新的競爭，小店也針對廣州市場的消費需求進行了一些調整。店面經過三次調整、裝修，環境更加溫馨舒適，同時也保持了原來的素雅。</p>
<p>
	　　除了經營環境的改造外，小店更着重維繫和強化與顧客的感情聯繫：架子上衆多精美的咖啡杯，好多都是顧客買下來存放在這裏的，作爲自己的專用杯;店裏一角擱放着的留言冊，有詩人在這裏留的詩，但更多的是咖啡客的隨手之作，文筆細膩，讓人不禁有寫點什麼的衝動;還有那架英國鋼琴，店主並不請專人演奏，顧客想彈就彈。</p>
<p>
	　　因爲經營得很不錯，朋友們都建議張磊擴大經營規模，但她始終沒有做大的&ldquo;野心&rdquo;。她的想法是，要做就要做到歐洲的百年老店那樣。她以經營生活的觀念來經營咖啡店，之所以不輕易擴張，就是因爲擔心品質無法保持，這既是經營的理念，也是生活的理念。廣州人經商的觀念是賺快錢，如果選擇加盟店的話難保品質;而連鎖方式即使裝修跟上了，也很難找到合適的管理人才，怕砸了自己的招牌，因爲體驗和理念很難複製。因此，她只是在前年纔在附近謹慎地開了一傢俬房菜館，&ldquo;一般只是招待小範圍的朋友，算是另一種嘗試而已。&rdquo;張磊說。文/本報記者 洪 敏</p>
<p>
	　　李樹貴攝</p>
<p>
	　　東 上海咖啡館的文化氛圍</p>
<p>
	　　設計別具匠心 營造古典氣息</p>
<p>
	　　朋友從國外或其他城市來上海，我喜歡帶他們去外灘一個開在31層高樓上的咖啡館，聽他們驚歎何以從落地玻璃窗望出去，能將浦東陸家嘴現代高樓和浦西古典建築同時盡收眼底，原因很簡單，黃浦江在腳下拐了一道彎。</p>
<p>
	　　我知道這就是上海咖啡館最大的&ldquo;生意眼&rdquo;&mdash;&mdash;&mdash;&mdash;用環境和氣氛營造出一種情調。借用一個經典的玩笑說法，上海的咖啡館絕對有情調，但咖啡未必好喝。</p>
<p>
	　　世界各國著名咖啡館品牌來到中國，第一站通常是上海。</p>
<p>
	　　上海有多少咖啡館?沒人說得清。</p>
<p>
	　　就像街頭時裝長年流行&ldquo;混搭&rdquo;着裝風格一樣，上海的咖啡館和酒吧，也經常混居一室，甚至白天是咖啡館，晚上是酒吧。有一個數字說上海的咖啡館、酒吧有約5000多家，還有一個數字說在上海的咖啡館中，外國人消費量佔30%。</p>
<p>
	　　3年前將美國經典咖啡品牌thecoffeebeanery(譯成賓樂)引進中國的夏鈴小姐說，她曾請美國工業心理學家到中國做過一年市場調研，幾乎跑遍全國所有大中城市，發現上海比中國任何城市更適宜咖啡館的生息發展。</p>
<p>
	　　我到過歐洲，聽說過&ldquo;我不在咖啡館，就在去咖啡館的路上&rdquo;這句話。在巴黎街頭，見過很多在桌上放一杯咖啡，靜靜坐着看街景的人，那是他們的享受。夏鈴說，同是喝咖啡，美國人和歐洲人不同，多半買了就走，如果坐下，花不到1美元就給續杯。夏鈴喜歡在店裏和客人交談，我從一問一答中不僅讀出了上海人關於咖啡的種種細節，甚至讀出一些上海咖啡館的經營之道。</p>
<p>
	　　夏鈴的咖啡館在上海有3家，最大的一家在上海大劇院一樓，只要有演出這裏就熱鬧極了，那些外國演員一天甚至來幾回。不遠處是上海博物館，一些外國友人在上海，到處找咖啡館，發現夏鈴開的這家，有他們熟悉的咖啡杯標識，都會大喜過望，徑直進來喝一杯。</p>
<p>
	　　顧客進店來，通常愛問幾句話。問&ldquo;上海開了幾家?&rdquo;的多半是上海人，他們更信任大品牌的連鎖經營，聽說世界上有300家店，上海也有3家，他們基本都會留下消費。夏鈴說，未來他們在全國可能會做到50家，都是直營店。夏鈴認爲品牌的好處是不用自己摸索從頭做起，最能在上海這樣的城市留住品牌意識強的客人;</p>
<p>
	　　如果是女顧客，可能會接着問，&ldquo;這品牌有多久了?&rdquo;聽說有近30年了，她們就放心地開始看菜單，驚訝咖啡怎麼能有30多種，不知道這一品牌在國外品種多達130多種;如果是男顧客，可能會問，&ldquo;能抽菸嗎?&rdquo;如果不能，大多數會轉身離去，夏鈴的做法是闢出一塊強排風吸菸區。</p>
<p>
	　　就這樣，上海的咖啡館越開越多，愛喝咖啡的外國人在上海都能找到口味純正的各國咖啡。我還聽說，咖啡館是世博會必需的配套設施之一，已經有預測說，上海世博會期間，每天至少要消費4萬杯咖啡，上海還要開更多咖啡館纔行。看來，有情調的咖啡館將越來越成爲上海街頭的一道風景。文/本報記者 沈則瑾</p>
<p>
	　　本報記者 張欣攝</p>
<p>
	　　北京咖啡館的文化牌</p>
<p>
	　　開展文化活動 做足文化氛圍</p>
<p>
	　　談起咖啡館的經營之道，在北京經營咖啡業的黃道平和莊崧冽認爲，面對大型咖啡連鎖店的強大競爭，小型、精緻化是個人投資咖啡館的決勝關鍵。</p>
<p>
	　　隨着經濟的飛速發展和國際交流的日漸頻繁，咖啡消費展現出誘人前景。據統計，內地潛在的咖啡消費者約爲2億至2.5億人，與目前世界第一大咖啡消費國美國的市場在伯仲之間。內地居民的咖啡消費年增長率爲15%，而世界咖啡的年增長率僅爲2%。</p>
<p>
	　　&ldquo;咖啡消費面臨着千年飲茶傳統的挑戰，因此咖啡業者的首要任務是培育市場、創造市場。&rdquo;黃道平指出，上世紀90年代，北京人對咖啡還很陌生。2000年，他看準咖啡消費市場，在北京開設了第一家咖啡培訓教室，至今已培訓了五六百名學生。</p>
<p>
	　　有了初步的市場，就要在市場中進行準確的定位。莊崧冽1997年在北京創辦了&ldquo;雕刻時光&rdquo;咖啡館，經歷了一年多的慘淡經營後，這家咖啡館名聲漸起，成爲學生、知識分子和文藝界人士聚集的休閒時尚場所，至今已在北京開出4家分店。對於自己的成功，莊崧冽認爲主要是定位準確。他的咖啡館多選址在大學周邊，並以書吧、電影吧爲特色，使他的咖啡館成爲一個有文化品位的休閒空間。文化主題是&ldquo;雕刻時光&rdquo;的經營理念，莊崧冽經常在咖啡館舉辦新書發表會、電影講座等文化活動，使咖啡館始終洋溢着文化氣息。</p>
<p>
	　　他們都認爲，在北京經營咖啡館最大的困難就是租金昂貴。莊崧冽說，咖啡館的租金比8年前提高了10倍，但咖啡卻不能隨便漲價，因此必須加倍努力經營才能贏利。黃道平也認爲，昂貴的租金使小咖啡館步履維艱。因此，中小咖啡館必須在精緻化、個性化上下足功夫。他們認爲，除了確保咖啡的純正質量外，需要對咖啡館進行中西合璧式的精心裝修和佈置，營造出一種舒適、浪漫、愜意的氛圍。因爲咖啡消費在很大程度上是情感消費、文化消費和時尚消費，咖啡館的文化氛圍是能否留住顧客的一個重要因素。</p>
<p>
	　　休閒複合式經營也是一種好的策略。黃道平說，咖啡業者應當根據各地的具體情況，將咖啡與精緻的簡餐、飲品或圖書、電影等相結合，創造出一種適合當地的咖啡館文化。</p>
'

'走南,訪北,探尋,各地,咖啡館,經營之道,'

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'1439458332'

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'走南訪北　探尋各地咖啡館經營之道_知識_咖啡館經營_中國咖啡網'

'走南,訪北,探尋,各地,咖啡館,經營之道'

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''

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