摘  要：随着时代的发展，经济全球化的推进，人们的收入得到了很大的提高，并开始追求更高质量的生活，当今世界经济的快速发展，人们的生活水平普遍得到很大的提高，并开始追求更高品质的生活质量，于是人们在日常生活中对各种烘焙食品的需求便不断上升，烘焙市场前景不可估量。中国咖啡蛋糕连锁产业也随之逐渐发展壮大起来，消费者对于咖啡、蛋糕的需求也在不断提高，一个自来台湾的品牌85度C，从各类竞争者中脱颖而出，并成功进入内地市场，逐步走进了人们的生活。但是有市场就有竞争，无论是本土的还是外来的烘焙业，要想在竞争激烈的经济环境下占据主导地位，就需要随时掌控市场信息的变动更新，并适时根据发展趋势改变自身固有的经营模式，使企业得以走的更长远。77582

毕业论文关键词：85度C,市场营销策略,消费人群

Abstract：With the development of the times and the advancement of economic globalization, people's income has been greatly improved, and began to pursue a higher quality of life, the rapid development of the world economy, people's standard of living generally greatly improved, and successfully entered the mainland market, so people in the daily life of baking food demand will continue to rise, baking market prospect is inestimable。 China coffee cake chain industry is gradually developing and growing up, consumer demand for coffee and cake also continues to increase, a tap Taiwan brand 85 degrees C, apart from the various competitors, and successfully enter the mainland market, has come into people's live。 But there is competition in the market, whether local or foreign, baking industry, in order to occupy the dominant position in the competitive economic environment, you need to keep control of the market information change, and timely according to the development trend of change inherent business model, that enterprises can go more long-term。

Keywords：85·C ,Marketing strategy, Consumer groups

目  录

1  前言 3

1。1  85度C公司背景简介 3

1。2  本文研究思路 3

1。3  研究意义 3

2  4P营销理论 3

2。1  产品策略 4

2。2  定价策略 4

2。3  分销策略 4

2。4  促销策略 4

3  85度C的市场营销现状 4

3。1  85度C的市场营销策略现状 4

3。2  严格把握产品的推出 5

3。3  平价奢华的产品 5

3。4  连锁经营模式 6

3。5  支付方式多样化 6

3。6   会员制及微信预订蛋糕功能 6

4  85度C市场营销策略存在的问题 7

4。1  产品价格差异大 7

4。2  饮料品种缺乏且更新速度慢 7

4。3  直营销售存在缺陷 8

4。4  促销的宣传力度不够 8

5  对于85度C营销策略不足的对策 9

5。1  缩小产品间的价格差异