4.1.4

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'咖啡館銷售原則'

''

'咖啡館,銷售原則'

'當一家店正式開張後，纔是真正挑戰的開始，因爲要開店並不困難，但是想要賺錢，就不那麼簡單了，一定要懂得營銷知識。 開店有1年、2年的，也有3年或更長時間的，當外界環境改變時，如地鐵通車、商圈轉移、附近蓋大樓，或者同業競爭，如對面開了一家，轉角巷'

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''

'2014-06-04 16:18:18'

'2014-06-04 16:18:59'

'2760'

''

''

''

''

''

''

''

''

''

''

''

''

NULL

'<p>
	當一家店正式開張後，纔是真正挑戰的開始，因爲要開店並不困難，但是想要賺錢，就不那麼簡單了，一定要懂得營銷知識。</p>
<p>
	開店有1年、2年的，也有3年或更長時間的，當外界環境改變時，如地鐵通車、商圈轉移、附近蓋大樓，或者同業競爭，如對面開了一家，轉角巷口又開了一家，經營者要有基本的營銷概念，才能應付挑戰。若只打價格戰，則只能提前收攤，關門大吉了。</p>
<p>
	營銷有所謂的5P原則，也就是產品Product、通路Place、促銷Promotion、價格Price、人員Personnel、公關宣傳P-R。</p>
<p>
	(一)Product/產品組合與變化</p>
<p>
	爲適應市場需求，咖啡館的產品組合有好幾次變化，從早期的只賣咖啡，到簡餐、西點的附加，到加入花茶，再到搭配咖啡器具、文化及花店、美髮店、禮品店等複合式，直到最近的網絡咖啡館。每一次產品組合的改變都代表了咖啡館新的生命曲線。不過在產品組合的變化上，也有一些原則要把握，否則就會失序。最好能推出1-2種明星商品來突顯自家店的獨特性，以與相鄰競爭者做區別。</p>
<p>
	1.新產品要符合目標顧客羣的消費習性，如針對年輕族的消費都推出&ldquo;星座咖啡&rdquo;。</p>
<p>
	2.新產品要衍生消費增加而非替代，推出冰沙產品，但不要完全取代果汁或冷飲。</p>
<p>
	3.新產品是局部的比例，而非反客爲主，推出優酪乳飲料，但不在轉變志優酪乳專賣店。</p>
<p>
	4.新產品投入資金的比例不可太高(指設備增加或物料成本比例)，例如爲了增加蛋糕點心，就添購整套烘焙器具，這樣並一定合適。目前，對於糕點，咖啡館大多向西點麪包店訂購，這樣不僅可省到學習的麻煩，也可節省設備費用。</p>
<p>
	所有要開咖啡館的老闆，必須要有開發新產品的理念，要不斷引進新的產品組合，發揮自己獨特的優勢，增加市場競爭力。</p>
<p>
	(二)Place/通路運用與選擇</p>
<p>
	多數開咖啡館的人都忽略了通路的應用，只想着客人上門後的服務，沒有多考慮營銷戰的通路策略，也就是將消費性商品轉變爲工業性產品來銷售的可能性。</p>
<p>
	開發與公司、社團或機構的關係。例如：到店裏來開會、聯誼，或將產品的服務包裝外送到對方的場所，這樣接單一次就相當於半天營業。</p>
<p>
	尋求特殊的顧客羣，例如有些店開在辦公區，在週六、週日時客人很少，可以將一些設備、物料裝地行動咖啡車上，開到觀光景點或夜市。</p>
<p>
	增加外帶(非店內食用)的銷售產品，例如：咖啡器具、包裝花茶或其他用品。</p>
<p>
	(三)Promotion/促銷方法</p>
<p>
	促銷方法無奇不有，當然要明白促銷的目的是什麼，才能真正達到促銷效果，有的不爲了知名度，有的是爲了市場佔有率，有的是爲了開拓新客源等，常用的促銷方法如下：</p>
<p>
	1.傳統A產品送B產品，或新產品試喫</p>
<p>
	2.特殊節日：如母親節、情人節、聖誕節，做不同產品的整體包裝促銷。</p>
<p>
	3.時間促銷：如在下午的2：00-5：00推出點心搭配飲料，價格比兩項單價相加低的下午茶。</p>
<p>
	4.對象促銷：制定兒童(兒童餐)、上班族(商業午餐)或闔家(4人同行1人免費)消費者的特殊價格。</p>
<p>
	5.淡、旺季產品的促銷：如在冬天時冷飲打折。</p>
<p>
	6.直接在售價上打折：做價格上的促銷，屬於犧牲利潤的促銷方式，建議請原物料供貨商配合，以降低風險。</p>
<p>
	7.優惠券：如消費金額滿多少送優惠券，增加來客數。</p>
<p>
	8.異業型的共同促銷：現在市場競爭殘酷，單打獨鬥的店無法支付較大的營銷費用，可以與不同行業的從業者做聯合促銷。例如：書店購書滿300元送咖啡券，美髮店消費滿500元送點心券，保險公司客戶持卡消費8折優惠，雜誌購買者憑券9折優惠，持某會員卡可享受9折優惠等。上述這些例子看似非常簡單，但注意一定要把握住一點基本原則&mdash;&mdash;門當戶對，也就是雙方的消費者是同一顧客羣或有相同的消費習性，例如買奔馳汽車送咖啡券!</p>
<p>
	(四)Personnel/店的形象塑造(人員)</p>
<p>
	有關店的風格、特色營造以及相關的軟硬件設施在前面已經提過了，這裏要敘述的是&ldquo;人&rdquo;的部分。</p>
<p>
	對於每位顧客而言，他們到店裏第一次接觸的員工或老闆都是這家店的&ldquo;代表&rdquo;，他的言談舉止均與這家店有關。顧客用電話諮詢營業時間或預約訂位時，接電話的人也是這家店的&ldquo;代表&rdquo;。所有的&ldquo;代表&rdquo;的言行無論是親切、熱情，還是冷淡、漠視，均代表着這家店的形象。</p>
<p>
	全體工作人員均是營銷的利器，他們應該事事用心，處處留意，讓顧客口碑相傳，這樣的效果比做任何宣傳廣告都好，這也是塑造一家店形象的最基本工作。</p>
<p>
	(五)P-R公關媒體宣傳處理</p>
<p>
	在營銷工作上，爲了提高店的知名度和曝光率，往往要藉助媒體進行宣傳，以下幾個重點必須把握。</p>
<p>
	◆能創造新聞性的話題，準備好充足的數據，纔會得到媒體的表青睞。</p>
<p>
	◆與媒體接觸的配合度要高，不要太自我表現，有時候不着痕跡的方式更能加深顧客的印象。</p>
<p>
	◆依自己的顧客羣來鎖定媒體(電視、廣播、網絡、報紙、雜誌)，如店內供顧客閱讀的雜誌，至少要保持1年4次的曝光率。<br />
	<br />
	<br />
	中國咖啡交易網：www.gafei.com</p>
'

'咖啡館,銷售原則'

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'咖啡館銷售原則_咖啡館經營_中國咖啡網'

'咖啡館,銷售原則'

'當一家店正式開張後，纔是真正挑戰的開始，因爲要開店並不困難，但是想要賺錢，就不那麼簡單了，一定要懂得營銷知識。 開店有1年、2年的，也有3年或更長時間的，當外界環境改變時，如地鐵通車、商圈轉移、附近蓋大樓，或者同業競爭，如對面開了一家，轉角巷'

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      'template' => 
      array (
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        'mpagesize' => 20,
        'page' => 'page.html',
        'list' => 'list.html',
        'category' => 'category.html',
        'search' => 'search.html',
        'show' => 'show.html',
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      'cat_field' => '',
      'module_field' => '',
      'html' => 0,
    ),
    'displayorder' => '0',
    'acount' => '23',
    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
    'namerule2' => '{typedir}/list_{tid}_{page}.html',
    'mid' => 'article',
    'pcatpost' => 1,
    'topid' => '19',
    'domain' => '',
    'catids' => 
    array (
      0 => '326',
    ),
    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-yazhoukafei.html',
    'total' => 23,
    'field' => 
    array (
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  ),
  339 => 
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    'id' => '339',
    'pid' => '19',
    'pids' => '0,19',
    'name' => '上海咖啡館',
    'dirname' => 'kafeiguan/shanghaikafeiguan',
    'pdirname' => 'kafeiguan/',
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    'childids' => 339,
    'thumb' => '',
    'show' => '1',
    'setting' => 
    array (
      'edit' => 1,
      'disabled' => 0,
      'getchild' => 1,
      'linkurl' => '',
      'urlrule' => 3,
      'seo' => 
      array (
        'list_title' => '[第{page}頁{join}]{catpname}{join}{modname}{join}{SITE_NAME}',
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        'list_description' => '',
      ),
      'template' => 
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        'mpagesize' => 20,
        'page' => 'page.html',
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      'cat_field' => '',
      'module_field' => '',
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    'displayorder' => '0',
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    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
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    'catids' => 
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    ),
    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-kafeiguan/shanghaikafeiguan.html',
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    'field' => 
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  ),
  662 => 
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    'pid' => '19',
    'pids' => '0,19',
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    'dirname' => 'kafeiguan',
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      'getchild' => 1,
      'linkurl' => '',
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      'seo' => 
      array (
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        'list_description' => '',
      ),
      'template' => 
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        'mpagesize' => 20,
        'page' => 'page.html',
        'list' => 'list.html',
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      'module_field' => '',
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    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
    'namerule2' => '{typedir}/list_{tid}_{page}.html',
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    'domain' => '',
    'catids' => 
    array (
      0 => '662',
    ),
    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-kafeiguan.html',
    'total' => 11,
    'field' => 
    array (
    ),
  ),
  667 => 
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    'id' => '667',
    'pid' => '19',
    'pids' => '0,19',
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    'dirname' => 'liankafei',
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    'thumb' => '',
    'show' => '1',
    'setting' => 
    array (
      'edit' => 1,
      'disabled' => 0,
      'getchild' => 1,
      'linkurl' => '',
      'urlrule' => 3,
      'seo' => 
      array (
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        'list_keywords' => '',
        'list_description' => '連咖啡是一個連鎖咖啡品牌，成立於2012年7月。主要提供咖啡快送服務，用戶可以通過微信公號“連咖啡微服務”掃碼自助下單，在線完成支付之後，平臺會就近爲咖啡車間附近的用戶提供咖啡外送服務，並保證在半小時內送達，產品包含焦糖拿鐵、香草拿鐵、愛爾蘭橙香拿鐵等。',
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      'template' => 
      array (
        'pagesize' => 20,
        'mpagesize' => 20,
        'page' => 'page.html',
        'list' => 'list.html',
        'category' => 'category.html',
        'search' => 'search.html',
        'show' => 'show.html',
      ),
      'cat_field' => '',
      'module_field' => '',
      'html' => 0,
    ),
    'displayorder' => '0',
    'acount' => '14',
    'namerule' => '{typedir}/{Y}{M}{D}{aid}.html',
    'namerule2' => '{typedir}/list_{tid}_{page}.html',
    'mid' => 'article',
    'pcatpost' => 1,
    'topid' => '19',
    'domain' => '',
    'catids' => 
    array (
      0 => '667',
    ),
    'is_post' => 1,
    'mobile_domain' => '',
    'tid' => 1,
    'url' => 'https://gafei.com/list-liankafei.html',
    'total' => 14,
    'field' => 
    array (
    ),
  ),
)

'/views-2762-[page].html'

''

'https://test.gafei.com/views-2762'

array (
  's' => 'article',
  'c' => 'show',
  'id' => '2762',
  'm' => 'index',
)