摘要
近些年，消费水平的提高带动了饮品行业的蓬勃发展，国内饮品市场竞争
加剧。在资本力量支撑下，RX咖啡快速扩张，一时成为咖啡界最具竞争力的
企业之一。然而，销量不佳、亏本经营、财务造假等一系列问题的出现，导致
RX咖啡市场份额不断缩减。虽然重新更换领导层，回应了财务造假，但是部
分地区出现了裁员和门店关门的情况。更为严重的是，因为咖啡属于暴利行
业，而且技术成熟，潜在的进入者较多，对 RX咖啡而言构成潜在的威胁。为
了应对竞争更加激烈的咖啡市场环境，RX咖啡增加了茶饮、果汁和零食的营
销力度，以开源的方式谋求更大的利润空间。基于此背景，本文研究 RX咖啡
如何在日益激烈的咖啡稳定并扩大发展空间，逐步摆脱财务造假带来的信誉危
机，由资本推动扩张转向产品营销推动扩张，追求更长远的发展。
本文首先介绍了 RX咖啡的营销现状，以此剖析了 RX咖啡在营销策略方
面暴露出的诸多问题。在此基础上，结合 PEST、波特五力模型两大分析工具，
对 RX咖啡面临的咖啡市场环境进行了分析。又使用 SWOT分析剖析了 RX咖
啡的内部优势，还有迎来的外部机会，同时指出其自身劣势和面临的外部威
胁。最后结合 4P营销理论以及 STP理论为 RX咖啡提出未来发展的营销策略
的改善方案，帮助 RX咖啡改善营销策略，提高营销效率。
通过研究分析，本文基于 RX咖啡自身资源和咖啡市场环境，提出了详细
的咖啡等产品营销策略。包括：以消费者为核心设计和营销产品，提升价格调
整能力，以消费者为核心构建营销渠道，重视新开发市场及茶饮等促销的策
略。这不仅能为 RX咖啡指出营销思路，也能够为其他企业提供一定的参考。
关键词：RX咖啡；营销策略；饮品行业。
III

Abstract
Recent years, consumer scale increase has promoted the rapid development of
drink industry and domestic drink market is more and more competitively. With the
capital support, RX coffee development is enlarged rapidly, it become one of the most
competitive enterprise in china. But with the lower selling scale and loss business
operation and fake finance report etc. has occurred, resulted the market shares
reduction.
Although the change of leadership level to revert the fake finance issue, part
shop has been closed and some employee have been discharged. The further serious is
that the patient competitor with matured technology become the patient competitor
due to the high profit. For matching the much more competitive market environment
coffee power the marketing with adding the tea drink, juice and snack, to achieve
much more profit space through open-up. Based on the background, this paper is
focus how to enlarge development space in the competitive market, going out the
reputation crisis due to the fake finance and pursuing the further development goal
with the change from capital drive to products drive.
Firstly, the paper introduces the current status of RX coffee to analysis the
marketing problems. Based on these with the PEST and five power model theory to
analysis market environment. Further to analysis the interior advantages and exterior
opportunities with SWOT theory, meanwhile to find out the weak and threats. Last
conclude the improvement marketing proposal through 4P and 4C and STP theories.
Hope to help RX coffee find out the marketing strategies to increase the marketing
efficiency.
Through research and analysis, this article proposes a detailed marketing strategy
for coffee and other products based on RX Coffee's own resources and coffee market
environment. Including: designing and marketing products with consumers as the
core, improving price adjustment capabilities, building marketing channels with
consumers as the core, and emphasizing strategies such as new market development
and tea promotion. This can not only point out marketing ideas for RX Coffee, but
also provide a certain reference for other companies.
Key words: RX coffee; Marketing strategies; Drinking industry.
IV

目录
摘要...........................................................I
Abstract ......................................................II
1 绪论.........................................................1
1.1 研究背景.............................................................................................. 1
1.2 研究意义.............................................................................................. 2
1.3 研究内容.............................................................................................. 2
1.4 研究方法.............................................................................................. 3
1.5 技术路线.............................................................................................. 4
2 理论基础与文献综述...........................................5
2.1 环境分析工具...................................................................................... 5
2.1.1 波特五力模型 ........................................................................... 5
2.1.2 SWOT分析 ................................................................................. 5
2.1.3 PEST分析模型 ........................................................................... 6
2.2 理论基础.............................................................................................. 6
2.2.1 4P营销理论 ............................................................................... 6
2.2.2 STP理论 ..................................................................................... 6
2.3 文献综述.............................................................................................. 7
2.3.1 国外研究综述 ........................................................................... 7
2.3.2 国内研究综述 ........................................................................... 8
2.3.3 国内外研究评述 ..................................................................... 10
3 RX咖啡营销环境分析 .........................................11
3.1 宏观环境分析—基于 PEST分析模型............................................... 11
3.1.1 政治环境................................................................................. 11
3.1.2 经济环境................................................................................. 11
3.1.3 社会环境................................................................................. 12
3.1.4 技术环境................................................................................. 13
3.2 竞争环境分析—基于波特五力竞争模型......................................... 13
3.2.1 咖啡行业内现有竞争者 ......................................................... 13
3.2.2 潜在进入者 ............................................................................. 14
3.2.3 替代品..................................................................................... 15
3.2.4 供应商议价能力 ..................................................................... 15
3.2.5 购买者议价能力 ..................................................................... 16
V
。。。以下略