【作者】 杨光；

【导师】 崔淼；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2015， 硕士

【摘要】 在现代社会的高效,便捷的生活节奏要求下,随着经济的快速发展和人们对生活质量要求的提高,人们餐食口味逐步与国际化的接轨和融合。作为餐饮业重要组成部分的快销休闲食品涵盖下的休闲甜品行业,特别是烘焙类甜品行业呈现出了发展速度化,规模化和多元化的趋势以及注重品牌化建设的发展势头,以专门店形式出现的连锁经营休闲甜品店以其便捷,专业化以及特色服务上的优势在快节奏高效率的城市生活中扮演着愈来愈重的角色。作为国家东三省经济活力最为旺盛和开放程度最高的城市,大连以其敏锐的触角一直走在吸纳外来品牌和新兴项目的前沿,尤其近几年来,大连的快销食品行业有了长足的发展,众多一线城市及各国际餐饮食品品牌纷至沓来,其中就涵盖了众多休闲甜品品牌,就目前大连市的烘焙休闲甜品市场而言,对新产品新项目的认知和接纳程度均达到空前的高度。故此,面对激烈的市场竞争,“田中先生的泡芙工坊”作为本土自主创业而创建的一个休闲甜品品牌,以出品纯正日式泡芙为主打产品的专业连锁店,经历了从无到有,从小到大的持续发展和拓展的历程,而如何让这个具有鲜明特色的甜品专营项目在激烈的市场竞争中始终具有旺盛的生命力和成长性,就成为我们所面临的一个涉及到品牌市场拓展策略的关键性问题。而对于自创品牌项目固有的资金,规模,管理和产品研发等具有的先天不足问题,也是众多经历初创时期小微项目所共同面对的掣肘,需要我们找到一条适合自身发展的市场拓展路径来解决,以期达到项目稳步拓展的目的,逐步向一个成熟的餐饮休闲食品品牌的建设迈进。本文以自创品牌“田中先生的泡芙工坊”连锁店的发展历程为背景,通过对其发展壮大历程的系统概括和总结,以目前形势下面临的发展定位和市场拓展问题为探索,以SWOT技术分析为指导,综合运用市场拓展策略并结合国内外及本地知名同质企业的品牌市场拓展的成功经验为指导,来探索出一条适合“田中先生”品牌发展的通路,通过系统化的梳理来给当下大连本地的创业市场及创业者开创“小而精”的休闲餐饮类创业项目一个有益的实践和理论指导经验。更多还原

【Abstract】 With rapid economical development and enhancement of life quality in China, the food taste of Chinese people is getting more and more similar with international trends in order to satisfy the requirements of high efficiency and convenience for modern lifestyle. As one of the most important branches of the catering industry, the casual deserts industry, especially the casual baking desserts industry has revealed an obvious current of fast growing, large scale and diversification at the present time. Therefore, specific desert chain store marked with highly convenient, specialized and superior service may play a more and more significant role in fast-paced lifestyle.As the most prosperous and developed city among the three provinces of northeast China, Dalian is always running ahead in terms of attracting original brands and foreign business projects with its acuity and acceptation. In recent years, there is a notably grand progress in the field of fast moving consumer goods especially for the food and catering area. Many famous world class international catering food companies from the first-tier city or overseas are eager to settle in Dalian. Among them, many casual desserts brands and chain stores are included. In regard of the current market of the casual desserts in Dalian city, this industry is unexpectedly popular and acceptable. After undergoing fierce market competition, as a local causal dessert brand born in Dalian, TANAKAYA’s Cream Puffs has experienced its growth from tiny and weak to strong and vivid, in the process of which we produce authentic Japanese style cream puffs as its name. But now, how to keep this local brand to go further step by step with gloriously vitality and competitiveness under fierce market competition has become a critical and key question of its development which we have to consider. However, because of its disadvantages such as small capital fund,scale, deficiencies in management and R&D, etc as a local independent company in its initial stage, it is essential to explore a proper marketing and developing route to make the brand grow up steadily and eventually become a strong and mature casual deserts brand.This paper demonstrated the development background of the self-established brand ’TANAKAYA’s Cream Puffs’china store in Dalian. By describing and summarizing its developing journey under current market situation, we employed the SWOT analysis tool as the guidance and applied various successful cases in catering industry between domestic and oversea markets, in order to find a proper and innovative marketing tactics and developing strategy for TANAKAYA’s Cream Puffs.it may provide precious experience and helpful guidance for local established brand in Dalian.更多还原