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'星巴克一直作爲咖啡領域的領先者,一起來看看他的真面目'

'/uploads/allimg/170511/12-1F511134325a7.jpg'

'巴克,一直,作爲,咖啡,領域,領先者,起來,看看,他的,真面'

'星巴克一直作爲咖啡領域的領先者，成爲各個咖啡店爭相學習的對象。然而星巴克所描繪的不一定是真實的自己。從人羣定位、服務定位等方面解開了星巴克的真面目。 星巴克人羣定位：說一套做一套 星巴克把消費羣圈定在白領族羣。 注意，在中國星巴克的定位中，白'

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'2017-05-11 13:45:24'

'2017-05-11 13:44:56'

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'<p>
	<span style="color:#696969;">關注咖評(微信公衆號 vdailycom ) 發現美好咖啡館 開一家自己的小店</span><br />
	　　星巴克一直作爲咖啡領域的領先者，成爲各個咖啡店爭相學習的對象。然而星巴克所描繪的不一定是真實的自己。從人羣定位、服務定位等方面解開了星巴克的真面目。</p>
<p>
	<strong>　　星巴克人羣定位：說一套做一套</strong></p>
<p>
	<strong>　　星巴克把消費羣圈定在白領族羣。</strong></p>
<p>
	　　注意，在中國星巴克的定位中，白領是一種狀態，而非身份。都市白領中有相當一個羣體是文藝青年，同樣也是咖啡店的重度消費者，但是星巴克絕不會把自己的定位落在&ldquo;文藝青年&rdquo;這種狀態上，儘管他們有很大的概率是同一個人。爲什麼這麼說，請耐心看下文。</p>
<p>
	　　說起咖啡館，中國人腦子裏閃現的是陽光燦爛的午後，背靠舒適的椅子，手邊一杯咖啡，你在瀰漫着新鮮咖啡豆的香味的屋子裏消磨時光。</p>
<p>
	　　因此，一般的咖啡館傾向於選擇安靜的地方，即使在熱門地點也會選擇角落位置。星巴克卻偏愛商圈、寫字樓、商場，通常會在顯眼熱鬧的地方，甚至不避諱臨街。熱門地標是白領的典型領地，顯眼的位置讓他們不用花太多時間就能立即到達店內。</p>
<p>
	　　星 巴克明亮的白色門面也是讓它更容易被發現的原因之一。品牌採用白綠搭配色調，顯得簡潔、自然，摒棄繁複裝飾的思路實際上也是在迎合都市白領的品位，出現在 整潔高效的寫字樓中毫不違和。這使星巴克少了一點&ldquo;咖啡館&rdquo;的感覺，更像是一家便利、快速的咖啡外賣店，也是它和其他咖啡店的一點重要區別。</p>
<p style="text-align: center;">
	<img alt="星巴克一直作爲咖啡領域的領先者,一起來看看他的真面目" src="/uploads/allimg/170511/12-1F511134325a7.jpg" style="width: 320px; height: 180px;" /></p>
<p>
	<strong>　　爲何要這樣定位呢?</strong></p>
<p>
	　　市場對咖啡館的需求分爲兩種。一種是生活場景下的休閒、放鬆之所，另一種是工作場景需求。白領們在工作時需要一間咖啡店，距離上隨時可達，提供品質不錯的咖啡，能在繁忙的工作間隙中略略歇腳即可。</p>
<p>
	　　我們在中國看到的星巴克，顯然都是滿足工作場景需求，但這其實並不是星巴克最早的定位。</p>
<p>
	　　20 世紀80年代末，霍華德&middot;舒爾茨召集一批投資者買下星巴克，並借用美國社會學家雷&middot;奧德伯格的話，提出要將星巴克定位爲&ldquo;第三空間&rdquo;&mdash;&mdash;除了辦公室跟家 裏，你還可以去星巴克消磨時間。這一充滿意大利風情的概念迅速征服了大部分的美國消費者，大家漸漸習慣了去星巴克喝咖啡，而非在家中製作。這讓星巴克得以 快速擴張，不僅在美國本土，也逐漸佈局全球。1992年，星巴克成功上市。</p>
<p>
	　　但問題是，如果星巴克堅持第三空間消磨時光的這個定位，就絕無可能成長爲今天的這個巨無霸。</p>
<p>
	　　星 巴克當然認識到了這一點。1994年，霍華德&middot;舒爾茨聘請著名設計師萊特&middot;梅西助力星巴克的全新連鎖店拓展計劃，這包括店面的設計、桌椅高低、櫃檯統一 化，最重要的是這一次計劃將星巴克店內大部分產品的陶瓷咖啡杯，全部更換爲更加節省人力的紙杯，這其實更像一個星巴克發出的訊號：我們要更加快速便捷。</p>
<p>
	　　如果說霍華德&middot;舒爾茨口中的&ldquo;第三空間&rdquo;給人的放鬆感是100分的話，那實際上光臨星巴克只會讓你感覺到大概60分的程度，不過於舒適，又稍有鬆弛。</p>
<p>
	　　這樣做的結果是，在其核心消費者白領的心中，星巴克漸漸與隨處可見的麥當勞、漢堡王一樣，不再是一個可以&ldquo;裝酷&rdquo;的地方。星巴克不再是那個美國人心中充滿夢幻色彩的&ldquo;第三空間&rdquo;。試問一個可以讓顧客&ldquo;一杯咖啡一下午&rdquo;的店，拿什麼支付租金，還怎能在全球到處開花呢?</p>
<p>
	　　正是快餐化，纔有星巴克的今天。但是舒爾茨重回星巴克後，高調地來了一番反省，&ldquo;快速擴張讓星巴克更加商業化&rdquo;&ldquo;一成不變的方式讓顧客對咖啡的熱情正在消失&rdquo;&ldquo;找回失去的傳統文化&rdquo;&hellip;&hellip;而我們看到中國星巴克卻依然沿着舊有的方式前進着。</p>
<p style="text-align: center;">
	<img alt="星巴克一直作爲咖啡領域的領先者,一起來看看他的真面目" src="/uploads/allimg/170511/12-1F511134345Q8.jpg" style="width: 320px; height: 192px;" /></p>
<p>
	<strong>　　舒爾茨爲什麼要喊這些與實際情況不符的口號呢?</strong></p>
<p>
	　　因爲星巴克仍在擴張啊!因爲80年代全美擴張時使用的招數在今天的中國仍然奏效啊!</p>
<p>
	　　在 今天的美國，隨處可見的星巴克已經與&ldquo;第三空間&rdquo;毫無關係，但在進入其他國家市場時，這仍是一個最好的營銷引爆點。中國星巴克的店址一般在寫字樓或商業 區，消費者在工作日午休、購物小息、三五好友相約等等時刻非常容易受到星巴克的&ldquo;蠱惑&rdquo;，進去買一杯，但是星巴克的店內設置，絕不鼓勵你坐上一下午。</p>
<p>
	　　正如《經濟學人》所說，&ldquo;舒爾茨提出的重歸星巴克根源的願望，看來將與公司全球範圍增長到40000家的既定目標相沖突。&rdquo;這一針見血的評論，將舒爾茨的這番反省襯托得十分矯情，十足的得了便宜還賣乖。</p>
<p>
	　　而 第三空間的理念，卻把中國其他受星巴克啓蒙的咖啡店主給帶到溝裏了。他們盡力讓自己的店&ldquo;慢&rdquo;下來，也致力於將自己的店打造成&ldquo;第三空間&rdquo;。但是按照消磨 時光理念打造的那些文藝氣息濃烈也成功吸引文藝青年的咖啡店，無不慘淡經營，過低的翻檯率根本無法支撐租金等成本壓力，想提價，消費者的心理價位卻被星巴 克錨定在30元左右，在商務區的咖啡店甚至要靠中午的簡餐才能勉強支撐，最後無不草草收場。</p>
<p>
	　　無數懷有一顆文藝青年心的女白領(也正是星巴克的典型顧客)，將&ldquo;坐在自己開的咖啡館裏與三兩閨蜜一起喝下午茶&rdquo;視爲人生理想，我們要鄭重告訴你：你開的將是一個燒錢機器。</p>
<p>
	　　所以，星巴克看似在和整個咖啡店行業競爭，實際上卻處於一個細分市場的藍海中，牢牢把握這樣的需求，併成功將這種需求推向全球，成爲白領消費的代表性品牌之一。</p>
<p>
	<strong>　　服務定位：你知道星巴克在趕你走嗎?</strong></p>
<p>
	　　儘管白領們在咖啡行業被無情地忽視了，並源源不斷地爲星巴克掏出大把金錢，但是星巴克卻沒有因此對他們心慈手軟，而是出於利益驅動，定製了一套特殊的服務標準，目的就是把白領們從店裏&ldquo;趕走&rdquo;。</p>
<p>
	　　這是爲了餐飲企業的盈利關鍵點&mdash;&mdash;提升翻檯率。從一進門起，星巴克就設置了各種環節縮短顧客在店內的逗留時間。</p>
<p>
	　　在 購買階段，門店需要爲顧客挑選商品的時間付出代價。好在對咖啡飲品來說，白領本來就不會花大量時間做選擇。而星巴克咖啡飲品種類設置上也儘量精簡，將同品 類咖啡不同製法去重後，飲品不超過30種，食物僅10種左右，也沒有什麼組合、套餐之類的繁複搭配，顧客做起選擇非常容易。</p>
<p>
	　　來到使用階段。一般咖啡店的做法是儘量滿足顧客&ldquo;舒適、溫馨&rdquo;的要求，於是不少顧客一杯咖啡進店，坐到天荒地老，非但沒有提升翻檯率，還擠佔了其他銷售機會。爲此，很多咖啡店選擇提升客單價的思路，搭售周邊商品等手段曲線救國，效果卻因店、因地而異。</p>
<p>
	　　星 巴克的做法是，讓顧客感到不舒服。店內的裝修一改咖啡館深沉溫暖的色調，而是簡單清爽、線條硬朗，不會讓人覺得是舒適的休閒場景。座位安排別有用心，專門 使用一些木質椅、高腳凳、牆邊桌等等不甚舒適的傢俱，讓人無法久坐。細心的話，還能感覺到，星巴克的冷氣通常比其附近的店鋪溫度要更低些，以爲這是福利? 大錯特錯，其實是讓人不舒服，催你買完咖啡快走。美國的星巴克甚至爲汽車族新添了外賣窗口，你乾脆別進店，完全麥當勞化了。</p>
<p>
	　　一般咖啡館的堂食會給顧客提供瓷杯，不喝完也帶不走，顧客在店時間自然變長。而無論即食還是外帶，星巴克一律採用紙杯包裝，顧客可以隨時將咖啡帶走。</p>
<p>
	　　所以與其把星巴克定義成咖啡館，倒不如說它是個咖啡便利店，選擇買完就走的顧客遠比在店內享用的多。相較之下，同爲大型連鎖品牌的COSTA、太平洋等，在店內悠閒地上網、閱讀的人們都要更多。</p>
<p style="text-align: center;">
	<img alt="星巴克一直作爲咖啡領域的領先者,一起來看看他的真面目" src="/uploads/allimg/170511/12-1F511134420519.jpg" style="width: 320px; height: 213px;" /></p>
<p>
	<strong>　　推廣定位：只推品牌，不賣咖啡</strong></p>
<p>
	　　當然它是賣咖啡的，不過在營銷上，卻和市面上所見的咖啡品牌營銷有很大不同。這種不同體現在兩個層面。</p>
<p>
	　　首先，星巴克在人們視野中的出鏡率其實相當高，在電影、電視、營銷活動、社交網絡中都經常露臉。再加上全平臺的自媒體宣傳與互動，在宣傳體量上，星巴克就比其他品牌高出許多個等級。</p>
<p>
	　　而更深的層面，身處餐飲業的星巴克在營銷上並不像麥當勞、肯德基那樣以產品爲主角，營銷重點不是口感、原料，而是放在品牌形象上，通過產品情境教育，和對特定人羣的強關聯，讓品牌與潮流、前衛、高端、品位等感性概念產生聯繫，提升品牌溢價。</p>
<p>
	　　比 如在時尚題材電影《穿Prada的惡魔》中植入產品，高端時尚雜誌的主編曾點名要在早上到辦公室的時候，桌上擺放好一杯星巴克咖啡。品牌形象立刻被打上 &ldquo;時尚&rdquo;&ldquo;高端&rdquo;的標籤，雖然真實世界裏的時尚主編可能根本覺得星巴克是廉價咖啡的代表，但鬼才知道他們真正喝什麼。對消費者來說，看到越多類似的品牌關 聯，星巴克的&ldquo;潮流&rdquo;屬性就越被強化，這也是追求潮流的白領對星巴克趨之若鶩的原因之一。</p>
<p>
	　　當然這也非一日之功。起源於美國的星巴克始終受到年輕人的歡迎，這種打造時尚潮流特性的品牌塑造活動由來已久，所以出現在時尚電影中才自然不跳戲，起到正面作用。</p>
<p>
	　　比如2013年星巴克在微信平臺做了一個名爲&ldquo;微信星巴克自然醒音樂電臺&rdquo;的互動活動，參與者給星巴克公衆賬號發送一個心情符號，即會得到一首心情專屬音樂，極具文青小資情調的活動有效提升了品牌的&ldquo;逼格&rdquo;。</p>
<p>
	　　看似與咖啡產品毫無關聯，沒錯，也確實沒有。但活動的立意、形式卻與品牌的主體消費羣情感相通，白領們的消費特徵就是十分注重品牌，有了好的品牌定位與形象，價格甚至產品反倒排名靠後。</p>
<p>
	　　星巴克確定了許多非典型的定位，反推回去，卻覺得理所當然，無疑是把準了特定市場的脈。而面對咖啡市場不斷增長而門店卻難以維繫的尷尬局面，咖啡品牌們可能要先冷靜下來，先好好想想自己到底是&ldquo;誰&rdquo;。</p>
<p style="text-align: center;">
	<img alt="星巴克一直作爲咖啡領域的領先者,一起來看看他的真面目" src="/uploads/allimg/170511/12-1F511134441400.png" style="width: 320px; height: 203px;" /></p>
<p>
	<strong>　　相關閱讀：</strong></p>
<p>
	<strong>　　常喝咖啡應注意同時補鈣</strong></p>
<p>
	　　中國人日常食物結構本來就缺乏足夠的鈣攝取量，再加上平時懶於運動，所以喜歡喝咖啡的市民要注意鈣質的補充。進入更年期後的女性，因缺少雌激素，喝咖啡也會造成鈣質流失。</p>
<p>
	　　常飲咖啡的成人每天可補充100毫克的鈣，或者至少一天喝一杯牛奶來補充鈣質。因爲，一杯咖啡中咖啡因的含量大約在50毫克左右，對於本身就存在缺鈣的中國人來說，常喝咖啡應注意同時補鈣。</p>
<p>
	<strong>　　喝適量咖啡可防膽結石</strong></p>
<p>
	　　咖啡之所以受到一些市民的歡迎是因爲它能提神醒腦，咖啡中的咖啡因刺激人的中樞神經，使得頭腦較爲清醒，思考能力充沛、注意力集中，從而提高工作效率，因此，在超負荷工作和加班熬夜時常常有市民將咖啡作爲必備的飲料。有實驗表明，一般人一天吸收300毫克(約3杯煮泡咖啡)的咖啡對一個人的情緒會帶來良好的影響。</p>
<p>
	　　另外，還有研究認爲含咖啡因的咖啡，能刺激膽囊收縮，並減少膽汁內容易形成膽結石的膽固醇，每天喝兩到三杯咖啡的男性，得膽結石的幾率低於40%。</p>
<p>
	<strong>　　切忌空腹喝咖啡</strong></p>
<p>
	　　醫生提醒市民，切忌在空腹時喝咖啡，因爲咖啡會刺激胃酸分泌，尤其是有胃潰瘍的人更應謹慎。咖啡作爲一種飲品，飲用時，要根據個體情況適可而止，總的來說在營養學中還是強調均衡飲食而少用辛辣刺激食物。</p>
<p>
	　　此外，值得注意的是，高血壓患者應避免在工作壓力大的時候喝含咖啡因的飲料。因爲咖啡中的咖啡因可能導致血壓上升，若再加上情緒緊張，就會產生危險的相乘效果。</p>
<p>
	　　據介紹，有研究顯示,喝一杯咖啡後，血壓升高的時間可長達12小時。</p>
<p>
	&nbsp;</p>
'

'巴克,一直,作爲,咖啡,領域,領先者,起來,看看,他的,真面'

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'1494481524'

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'星巴克一直作爲咖啡領域的領先者,一起來看看他的真面目_咖啡館經營_中國咖啡網'

'巴克,一直,作爲,咖啡,領域,領先者,起來,看看,他的,真面'

'星巴克一直作爲咖啡領域的領先者，成爲各個咖啡店爭相學習的對象。然而星巴克所描繪的不一定是真實的自己。從人羣定位、服務定位等方面解開了星巴克的真面目。 星巴克人羣定位：說一套做一套 星巴克把消費羣圈定在白領族羣。 注意，在中國星巴克的定位中，白'

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''

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