近几年，我国形成了万众创业的空前热潮，许多创业者纷纷投身于烘焙行 业，希望通过自己的勤奋与热情在烘焙行业能闯出一片天空，但是实际经营状 况往往不尽如人意。综合分析原因，一方面与创业者自身能力素质有关，另一 方面也与我国烘焙行业发展现状有密不可分的关系。烘焙行业虽然是一个历史 悠久的行业，但是我国境内地区间行业发展水平差异巨大，行业内部也有其自 身独特性，等等许多因素都成为阻碍创业者取得成功的障碍。 随着中国经济的高速发展，人们的生活水平不断提高、消费观念不断发生变 化，经济形态演进的过程随着消费形态的改变，已从过去的农业经济、工业经济、 服务经济转变为体验经济。体验经济下，烘焙及蛋糕类食品已经成为人们日常喜 闻乐见的休闲食品，消费者不再只是关注烘焙及蛋糕类食品的营养价值、种类、 式样、口感等特点，而是全面的衡量与烘焙及蛋糕类食品相关的所有体验。以体 验营销理念分析、指导烘焙及蛋糕业实践的研究尚不多见，对于促进烘焙及蛋糕 业市场细分，满足消费者的不同需求有重要的现实意义。 报告以兰州缇客蛋糕体验店为研究对象，从现有营销诊断入手，通过对兰州 缇客蛋糕体验店内、外部环境的系统分析，确定了兰州缇客蛋糕体验店的目标市 场和市场定位，进而设计了以开拓女性高端市场为主的产品策略、价格策略、渠 道策略等体验营销策略组合，并构建了相应的营销支持与保障体系。希望通过本 次的策划，帮助兰州缇客蛋糕在未来的市场竞争中脱颖而出，成功占领行业的高 端市场，同时，也为其他类似企业提供借鉴。 关键词：体验营销； 缇客蛋糕； 策划方案；STP 战略; 4Ps 营销组合策略MBA 学位报告 作者：宋嗣玉 兰州缇客蛋糕体验店营销诊断与策划方案 II Abstract In recent years, our country has formed an unprecedented boom of setting up people's own business,many entrepreneurs have engaged in baking industry.They hope to dominate an important position in baking industry through their own diligence and passion,but the actual operating conditions are often not satisfyingprehensive analysis of the reasons,on the one hand, it is associated with entrepreneurs' own ability,on the other hand,it also has inseparable relations with the current situation of baking industry in our country. Although the baking industry has long history, it still has huge different developing level between China different regions. Besides, this industry also has it uniqueness. All these factors above become the barriers for entrepreneurs to get easier success. With the rapid development of economy in China, people's living conditions are improving, the attitudes of consumers are changing constantly. Therefore, with the change of consumption patterns, economic evolution changed into experience economy from the past agricultural economy, industrial economy, and service economy. Under the situation of Experience Economy， bakery food has become a daily loved snack, and consumers are no longer just concerned about the baking nutritional value, type, style, taste or other characteristics, but considering all experience related to baking food. There are few people in the research of management ideas， marketing experiences，and guidance bakery food practice. It has practical significance to promote the market segmentation，and to meet the needs of different consumers. This article takes Lanzhou T-Cake Shop as the research target. Started with the marketing diagnosis ,we determined the target market by analyzing the internal and external environment of Lanzhou T-Cake Shop. Then we designed experiencial marketing mix to explore the female high-end market-oriented. The experience marketing mix included the product strategy, the pricing strategy, the channel strategy, and so on . At the same time,we built the appropriate marketing support and security system. We hope it can help Lanzhou T-Cake Shop stand-off in the future market competition，and it can also succeed in occupying the high-end market. At the same time ， it can provide a reference for other similar enterprises. Key Words: T-Cake ; Experiencial Marketing; Marketing planning ；STP strategy；4Ps marketing mixMBA 学位报告 作者：宋嗣玉 兰州缇客蛋糕体验店营销诊断与策划方案 III 目 录 一、绪论.................................................................................................1 （一）研究背景..........................................................................................................1 （二）研究意义..........................................................................................................2 （三）研究思路与方法.............................................................................................2 二、体验营销理论综述..........................................................................5 （一）体验营销的概念与分类................................................................................5 （二）体验营销相关研究.........................................................................................6 三、兰州缇客蛋糕体验店现状分析......................................................8 （一）体验店基本情况.............................................................................................8 （二）外部环境分析...............................................................................................11 （三）内部环境分析...............................................................................................19 （四）SWOT 分析...................................................................................................22 （五）小结................................................................................................................24 四、市场调查研究方法........................................................................25 （一）研究方法........................................................................................................25 （二）调查问卷的设计...........................................................................................25 （三）焦点小组访谈的设计.................................................................................. 25 五、市场调查研究结果与分析............................................................27 （一）兰州市与上海市蛋糕业消费者消费行为部分调查结果比较...............27 （二）兰州市蛋糕业消费者人口特征及消费行为总结与分析........................41 （三）兰州缇客蛋糕体验店顾客满意度调查报告统计结果............................44 （四）焦点小组访谈结果.......................................................................................56 六、营销诊断.......................................................................................58 （一）零售营销七因素诊断分析..........................................................................58 （二）体验营销策略诊断分析..............................................................................66MBA 学位报告 作者：宋嗣玉 兰州缇客蛋糕体验店营销诊断与策划方案 IV （三）小结................................................................................................................68 七、兰州缇客蛋糕体验店基于 STP 视角的体验营销战略制定........ 69 （一）兰州缇客蛋糕体验店市场细分..................................................................69 （二）兰州缇客蛋糕体验店目标市场选择.........................................................70 （三）兰州缇客蛋糕体验店定位..........................................................................71 （四）兰州缇客蛋糕体验店体验营销战略设计.................................................73 （五）小结................................................................................................................75 八、兰州缇客蛋糕体验店营销战术组合策略设计.............................76 （一）产品策略........................................................................................................76 （二）价格策略........................................................................................................77 （三）营销渠道策略...............................................................................................78 （四）沟通策略........................................................................................................81 （五）选址策略.......................................................................................................