85度C产品策略研究

Research on Product Strategy of 85 Degree Cafe

85度C咖啡蛋糕烘焙专卖店自2007年进入大陆市场以来,目前已经建立了100多家直营店,在消费者中建立了良好的口碑。本文试图从产品策略的角度分析该公司的营销策略。文章分析了85度C的产品组合、品牌策略、质量控制体系、新品开发体系这四个方面,并总结了85度C产品策略对我国烘焙企业,尤其是连锁经营烘焙企业的启示。

Abstract Since its entrance in 2007, 85 Degree Cafe has estab- lished over 100 direct-sale stores in the mainland markets, and established a good reputation among consumers. This paper at- tempts to analyzes the marketing strategy of this enterprise from the perspective of its product strategy. This paper analyzes such four aspects of 85 Degree Cafe as product combination, brand strategy, quality control system and new product development, and summarizes the enlightenment of 85 Degree Cafe product strategy on China＇s baking enterprises, especially chain ones.