커피 전문점의 중국시장 마케팅전략 고찰 : 스타벅스와 카페베네를 중심으로 = Marketing strategies of coffee enterprises to enter into the Chinese market: focused on Starbucks and Caffé Bene

다국어 초록 (Multilingual Abstract)

In the 21st century, with the rapid development of China's economy and the increasing improvement of people's life quality, the beverage is becoming increasingly diverse.Due to fashion and modern life, coffee consumption increased rapidly, forming a huge potential consumption market.
According to the statistics of authoritative department, China's coffee consumption keeps between 30000-40000 tons recently, and the market growth rate per year is 10%-15%. So China is expected to be the most potential coffee consumption country in the world. And China's consumption will achieve 120000 tons in 2012, at the same time the market retail sales will reach tens of billions of yuan.
In this paper, according to large amounts of research and literature, an objective analysis of the current situation of world coffee market, and the analysis of several representative coffee consuming countries, such as USA, Japan and South Korea, we conclude that global coffee market has entered a mature stage and the potential development is almost saturated. Even in this background, China still has a huge potential to be a great coffee consumption market. According to the Boston's consultant company, we can expect that China will become the world's second largest coffee consumption market before 2015. And Starbucks enterprise predicts that China will be the most important oversea market.
According to a large amount of research and reading documents, objective analysis of Starbucks' market macroscopic environment in China, Weby using PEST model when Starbucks leaped into the China market. The causes by which Starbucks can successfully leap into the China market were summarized in three aspects which were the differentiation strategy, the experience marketing strategy and the unique business model in China.
The success of Starbucks in the China market illustrated that China with traditional tea culture also has enormous potential be a great coffee market. It also provides reference for other foreign coffee chain brands to enter the China market. Korean coffee brand caf? bene will go abroad and leap into the China market in 2012. Based on this, we analyse the possibilities of caf? bene's success for entering China, as well as the caf? bene should how to enter the China market by using Starbucks' successful marketing strategy. First, we uses the SWOT analysis model to analyze caf? bene' strengths, weakness, threats and opportunities in the China market. Second, according to the STP marketing strategy, we develop a set of marketing strategy system for Caf? Bene in three aspects: the market segmentation, targeting market selection and market positioning.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구배경 1
• 제 2 절 연구의 범위 및 방법 2
• 제 2 장 이론적 분석 4
• 제 1 절 PEST 분석 모델 4
• 제 2 절 체험마케팅 7
• 제 3 절 SWOT 분석 10
• 제 4 절 STP 전략 12
• 제 3 장 세계 커피 시장 현황과 중국 커피 시장 현황과 전망 16
• 제 1 절 세계 커피 시장 현황 16
• 1. 세계적으로 커피의 생산 수출과 소비 실태 16
• 2. 주요 커피 소비국의 커피 시장의 현황 21
• 제 2 절 중국 커피시장의 현황 및 커피전문점의 발전현황과 전망 27
• 1. 중국 커피 시장의 현황 27
• 2. 중국 커피 시장의 발전 추이 30
• 3. 중국 커피전문점의 발전현황 31
• 제 4 장 스타벅스의 중국시장 마케팅 전략과 카페베네의 적용 가능성 분석 35
• 제 1 절 스타벅스의 중국시장 마케팅 전략 분석 35
• 1. 스타벅스 기업 개요 35
• 2. 스타벅스가 중국에 진입하는 PEST 분석 38
• 3. 스타벅스의 중국시장 마케팅 전략 분석 49
• 제 2 절 카페베네의 적용 가능성 분석 57
• 1. 카페베네 기업 개요 57
• 2. 카페베네의 SWOT 분석 58
• 3. STP전략으로 카페베네의 중국시장 마케팅 전략에 대한 제안 64
• 제 5 장 결론 73
• 참 고 문 헌 75
• Abstract 79