4.1.4

'117737'

'204'

'costa咖啡加盟是不可能的了，先看看星巴克和COSTA的絕密生意經'

'/uploads/allimg/180518/3-1P51R21432214-lp.jpg'

'costa,咖啡,加盟,不可能,看看,巴克,COSTA,絕密'

'專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房（微信公衆號cafe_style ） 一、威力巨大的會員卡 在全球做咖啡館做得最好的其實就兩家：一家星巴克；一家 Costa 。他們就像肯德基和麥當勞一樣，一般不是開在對面，就開在不遠處。 有一天，星巴克咖啡發現最'

'157'

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'未知'

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'/views-117737'

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'2018-05-18 22:14:14'

'2018-05-18 22:17:35'

'116968'

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'<img alt="" src="/uploads/allimg/180518/3-1P51R21432214.jpg" /><br />
<h2 style="padding: 0px 0px 0px 28px; margin: 0px 0px 0.8em; outline: 0px; zoom: 1; font-size: 19px; font-weight: normal; caret-color: rgb(51, 51, 51); color: rgb(51, 51, 51); box-sizing: border-box; border-width: 0px 0px 2px; border-bottom-style: solid; border-bottom-color: rgb(80, 193, 233); font-variant-numeric: inherit; font-stretch: inherit; line-height: 30px; font-family: &quot;ヒラギノ角ゴ Pro W3&quot;, &quot;Hiragino Kaku Gothic Pro&quot;, メイリオ, Meiryo, &quot;ＭＳ Ｐゴシック&quot;, sans-serif; vertical-align: baseline; position: relative; width: auto;">
	<span style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; font-size: 16px;"><font style="padding: 0px; margin: 0px; outline: 0px; zoom: 1; box-sizing: border-box; vertical-align: inherit;">專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房（微信公衆號cafe_style ）</font></span></h2>
<ul style="padding-right: 0px; padding-left: 0px; margin: 0px 0px 20px; outline: 0px; zoom: 1; caret-color: rgb(51, 51, 51); color: rgb(51, 51, 51); box-sizing: border-box; border: 0px; font-variant-numeric: inherit; font-stretch: inherit; font-size: 14px; line-height: inherit; font-family: &quot;ヒラギノ角ゴ Pro W3&quot;, &quot;Hiragino Kaku Gothic Pro&quot;, メイリオ, Meiryo, &quot;ＭＳ Ｐゴシック&quot;, sans-serif; vertical-align: baseline; list-style: none outside;">
	<li style="padding: 0px 0px 0px 20px; margin: 0px 0px 12px; outline: 0px; zoom: 1; list-style: none; box-sizing: border-box; border: 0px; font-style: inherit; font-variant-ligatures: inherit; font-variant-position: inherit; font-variant-caps: inherit; font-variant-numeric: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: inherit; line-height: 18px; font-family: inherit; vertical-align: baseline; background-image: url(https://coffeemecca.jp/wp-content/themes/coffee/images/coffeelist.png); background-size: 0.8em; background-attachment: scroll; background-color: transparent; background-position: 4px 3px; background-repeat: no-repeat no-repeat;">
		<div>
			一、威力巨大的&ldquo;會員卡&rdquo;</div>
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			&nbsp;</div>
		<div>
			在全球做咖啡館做得最好的其實就兩家：一家星巴克；一家<a href="https://www.gafei.com/yishikafei/20180107114645.html">Costa</a>。他們就像肯德基和麥當勞一樣，一般不是開在對面，就開在不遠處。</div>
		<div>
			&nbsp;</div>
		<div>
			有一天，星巴克咖啡發現最近生意越來越不好，而<a href="https://www.gafei.com/yishikafei/20180107114645.html">Costa</a>咖啡的生意反而沒有下滑，很奇怪，所以派人去打探，結果發現原來<a href="https://www.gafei.com/yishikafei/20180107114645.html">Costa</a>咖啡採用了新的營銷策略，就是他們的會員打折卡。</div>
		<div>
			&nbsp;</div>
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			你可能會說，一張會員打折卡，就能造成如此大的威力，我不信？因爲在我們周邊很多會員卡是沒有用的，對嗎？</div>
		<div>
			&nbsp;</div>
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			不錯，但是他們的玩法不同。</div>
		<div>
			&nbsp;</div>
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			當你走進<a href="https://www.gafei.com/yishikafei/20180107114645.html">Costa</a>咖啡點了一杯36元的拿鐵咖啡，準備掏出錢包付款時，服務員告訴你&ldquo;先生你知道嗎？這杯價格36元的咖啡，你今天可以免費得到。&rdquo;</div>
		<div>
			&nbsp;</div>
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			此時你一定會很想知道，於是會問：&ldquo;怎麼得到？&rdquo;</div>
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			&nbsp;</div>
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			然後服務員會接著說：&ldquo;很簡單，你辦理一張88元的打折卡，這杯咖啡今天就是免費的。並且這張卡全國通用，你可以在任何時候到<a href="https://www.gafei.com/yishikafei/20180107114645.html">Costa</a>咖啡消費，都可以享受9折優惠哦。&rdquo;</div>
		<div>
			&nbsp;</div>
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			結果數據表明，有70%左右的顧客都會購買這張打折卡。</div>
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			&nbsp;</div>
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			OK，此時你有沒有發現不對勁的地方，此策略可是一箭雙鵰之計，非常巧妙，並且不爲人知。</div>
		<div>
			&nbsp;</div>
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			1、擴充消費者第一次消費客單價</div>
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			&nbsp;</div>
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			我們來算一筆賬，如果每天有100個用戶，每個人消費36元，那麼銷售額就是3600元，如果每杯咖啡的成本是4元，那麼利潤就是：3200元，對吧。</div>
		<div>
			&nbsp;</div>
		<div>
			那麼推出打折卡之後呢？如果向100個人介紹有70個人購買了打折卡，那麼就是（30人 x 36元）+（70人 x 88元）=7240元，如果每張卡的製作成本是2元，那麼利潤就是：6700元，不難發現客戶數量不變的情況下，利潤竟然增加了一倍。</div>
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			&nbsp;</div>
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			更加神奇的是，用戶還感覺自己佔了便宜，這是爲什麼呢？</div>
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			&nbsp;</div>
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			原因很簡單，因爲對於用戶來說咖啡的價值是36元，所以辦一張打折卡88元，送一杯咖啡，88-36=53元，然後這張卡以後還可以持續打折，挺好的。</div>
		<div>
			&nbsp;</div>
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			但是真實的情況是什麼？直接告訴你，其實就是多花了53元，什麼都沒有買到。</div>
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			&nbsp;</div>
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			爲什麼這麼說，原因很簡單，打折是建立在你消費的基礎上，你不消費，這張卡對你沒有半毛錢用，就算你消費那也是給他持續貢獻利潤。</div>
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			&nbsp;</div>
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			2、鎖住消費者</div>
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			&nbsp;</div>
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			當你響應了<a href="https://www.gafei.com/yishikafei/20180107114645.html">Costa</a>咖啡的主張之後，你獲得了一張打折卡，就在你拿卡的一瞬間，其實他們已經鎖定了你的消費，爲什麼？很簡單，因爲<a href="https://www.gafei.com/yishikafei/20180107114645.html">Costa</a>咖啡與星巴克咖啡定價接近，當你下一次要喝咖啡的時候，你會發現有張打折卡，所以你基本不會考慮星巴克。</div>
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			&nbsp;</div>
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			ok，當然你也知道，星巴克也不是傻瓜，發現之後，他們也推出了&ldquo;星享卡&rdquo;，這個與<a href="https://www.gafei.com/yishikafei/20180107114645.html">Costa</a>咖啡的打折卡不同，營銷策略接近，也是在你消費的時候告訴你，先生其實這杯咖啡是可以免費的，然後賣卡給你，但是這張卡不能打折，可以積分，還有一些優秀的設計，例如：</div>
		<div>
			&nbsp;</div>
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			親友邀請券：是指您一次性購買兩杯時只需要付一杯的錢 （含三張）</div>
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			&nbsp;</div>
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			早餐咖啡邀請券：是指您早上11點之前購買任意中（tall）杯飲品，免費</div>
		<div>
			&nbsp;</div>
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			升杯邀請券：是指您購買大杯飲品，只需要付中杯份量的錢。</div>
		<div>
			&nbsp;</div>
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			這些設計第一可以讓你邀請小夥伴一起喝咖啡，其實就是讓用戶幫他們&ldquo;抓潛&rdquo;，後面兩張劵的設計，主要是讓用戶感覺值回票價，然後用戶感覺自己的身份發生了改變，有了莫名其妙的存在感。</div>
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			&nbsp;</div>
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			並且星享卡的奇妙之處，是設計了&ldquo;升級&rdquo;體系，人們天性就喜歡升級，人往高處走，水往低處流。</div>
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			&nbsp;</div>
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			看到上面寫的&ldquo;玉星級&rdquo;了嗎？當我們集齊5顆星星時，就會升到玉星級啦，玉星級又有各種優惠，而玉星級之後又會有金星級！！</div>
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			&nbsp;</div>
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			1積分=1塊錢，50積分=1顆星星，也就是你夠250積分=5顆星星（好2的數字）時，可以升爲玉星啦，大概是8杯咖啡左右的樣子。</div>
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			寫到這裏，不知道你有沒有茅塞頓開的感覺？</div>
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			&nbsp;</div>
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			二、咖啡館的價格陷阱</div>
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			&nbsp;</div>
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			首先我們來看看他們頭頂上的點餐牌，看看能否從中發現什麼端疑：</div>
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			&nbsp;</div>
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			不錯，你沒有看錯，那就是不管是他們的什麼產品，中杯、大杯、特大杯之間的價格差都只有3元，你知道這麼設計的目的是什麼嗎？</div>
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			&nbsp;</div>
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			目的只有一個，就是讓客戶在對比中自動前進，選擇大於等於&ldquo;大杯&rdquo;，能理解這是什麼意思嗎？</div>
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			當你看到這樣的價格牌時，你會對比，大杯比中杯只貴3元，當然選大杯了，因爲大了那麼多隻貴了3元，對於一杯30元咖啡來說，選擇大杯的客戶高達90%。此刻你以爲完了，其實不是，當你決心要購買大杯的時候，你興奮地發現特大杯只要36元，呵呵。</div>
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			就是這樣，客戶自己內心中思考的時候，自己就把自己的價格錨點一步步拔高，然後說&ldquo;服務員，我要大杯&rdquo;，注意，服務員沒有引導你的消費，是你自己的決定。</div>
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			你是否渴望想知道這到底是爲什麼？這就是人性，或者說大腦本來的運作機制決定的。</div>
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			1、人們經常會放大自己的需求；</div>
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			我們經常認爲自己是理性的，其實並不是，當我們在選擇&ldquo;杯型&rdquo;的時候，幾乎所有人都忘記了自己能否喝的下這麼多，而是盲目的考慮買哪個更划算，多3元可以多那麼多，似乎選擇大杯更划算，以免自己虧了。</div>
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			最後還是喝不下，扔到垃圾桶裏。</div>
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			2、人們對產品的價格是沒有認知的，只會在可見的空間內對比；</div>
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			分享一個故事，來自於美國《經濟學家》雜誌的一次實驗。以前他們賣雜誌都是賣兩個版本，一個是實物版本，100美元；另一個是電子版本，內容是一樣的，60美元。通常80%的人會選擇電子版本，20%的人會選擇實物版本。</div>
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			&nbsp;</div>
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			也就是這樣的銷售額爲：（80人 x 60美元）+（20人 x 100美元）=6800美元，他們遇到的預定量遇到了瓶頸，也就是說如果訂購人數不增加的情況下，要增加銷售額只有一種選擇，就是增加客單價。</div>
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			後來，一位營銷高手給他們出了一個主意，什麼都沒有改變，還是那兩個同樣的版本，同樣的雜誌內容，但是成交主張不一樣，結果他們的銷售額瞬間就發生了巨大的變化。爲什麼？</div>
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			我們來看一下那位營銷高手，玩了一個什麼樣的魔術？</div>
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			&nbsp;</div>
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			方案是這樣的：實物版100美元，電子版60美元，實體加電子版105美元。</div>
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			&nbsp;</div>
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			如果是你，你會選哪個？顯然結果證明了一切，80%的人選擇了&ldquo;實體加電子版&ldquo;，10%的人選擇了實體版，10%的人選擇了電子版，就這樣沒有增加任何成本的情況下，銷售額增長到了10000美元。</div>
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			&nbsp;</div>
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			不難發現其實人們對價值的判斷是沒有絕對標準的，原本《經濟學家》雜誌的客戶在60美元和100美元之間做選擇，後來加入了&ldquo;實體加電子版&rdquo;這個選項之後，人們就在105美元和160美元之間做比較了。</div>
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			&nbsp;</div>
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			就是這樣，人們在有限的時間和空間裏，只要展示不同等級，人就會自動的對其進行對比，然後選擇看似最佳選擇的那個，以免自己喫虧，所有的認知都建立在對比之上。</div>
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			&nbsp;</div>
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			題外話：後來《經濟學家》雜誌他們調整了策略，實體版：100美元，電子版：60美元，實體加電子版：100美元。</div>
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			&nbsp;</div>
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			不錯，你又認爲自己眼花看錯了，其實是真實的，就是這樣設計的，請問你會如何？大部分人認爲他們搞錯了，所以瘋狂地下單。</div>
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			&nbsp;</div>
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			OK，這點有沒有對你有一些啓發，沒有關係，你思考回味下，我們繼續分享第3點。</div>
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			&nbsp;</div>
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			三、杯型的&ldquo;勾當&rdquo;不知道勾引了多少人</div>
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			這個設計雖然巧妙，但是我不提倡，如果你瞭解&ldquo;羅永浩&rdquo;，那麼你一定知道這點，就是&ldquo;對不起先生，這個是大杯，這個纔是中杯&rdquo;，來自於網絡電影&ldquo;小馬&rdquo;的片段。</div>
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			&nbsp;</div>
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			爲什麼會出現這個坑爹的事情呢？我們來看看星巴克的展示杯架：</div>
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			&nbsp;</div>
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			請問哪個是大杯？我問過10個人，10個人都認爲最上面那個是大杯，但是你認真看一下杯子下面的文字，我擦竟然寫着&ldquo;特大杯&rdquo;，你被坑沒有？</div>
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			&nbsp;</div>
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			當你在點咖啡的時候，服務員會問你，先生，你是要中杯，還是大杯，很顯然，你認爲大杯就是最上面那個，並且只比中杯多3元，你就會回答&ldquo;大杯&rdquo;。</div>
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			&nbsp;</div>
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			這個就是人性，人的大腦意識中有&ldquo;高中低&rdquo;&ldquo;大中小&rdquo;，只要是三個東西放在一起，大、中、小會自動打上標籤，纔不管下面寫的字。</div>
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			&nbsp;</div>
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			出於好奇你可能會問&ldquo;那小杯呢？&rdquo;不錯，是有小杯的，小杯被他們放在抽屜裏，如果你說要小杯的時候，他們會拿出來給你看，當你看到的時候，我確保你一定會蛋疼，我確保你不會點，並且你發現沒有，他們所有的餐牌上不寫小杯的價格，是默認隱藏的，像電腦程序一樣。</div>
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			&nbsp;</div>
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			不能說星巴克或者COSTA這麼做好還是不好，這些都是常見的營銷策略，利用的就是人性。不得不說，深挖人性的特質確實可以設計出很多巧妙的營銷手段。</div>
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			&nbsp;</div>
		<span style="font-family: inherit; font-size: inherit; font-style: inherit; font-variant-caps: inherit; background-color: transparent;">來源：餐飲020交流圈</span></li>
</ul>
<h2 style="padding: 0px 0px 0px 28px; margin: 0px 0px 0.8em; outline: 0px; zoom: 1; font-size: 19px; font-weight: normal; caret-color: rgb(51, 51, 51); color: rgb(51, 51, 51); box-sizing: border-box; border-width: 0px 0px 2px; border-bottom-style: solid; border-bottom-color: rgb(80, 193, 233); font-variant-numeric: inherit; font-stretch: inherit; line-height: 30px; font-family: &quot;ヒラギノ角ゴ Pro W3&quot;, &quot;Hiragino Kaku Gothic Pro&quot;, メイリオ, Meiryo, &quot;ＭＳ Ｐゴシック&quot;, sans-serif; vertical-align: baseline; position: relative; width: auto;">
	&nbsp;</h2>
'

'costa,咖啡,加盟,不可能,看看,巴克,COSTA,絕密'

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'1526652854'

'1526653055'

'costa咖啡加盟是不可能的了，先看看星巴克和COSTA的絕密生意經_costa咖啡_咖啡館經營_中國咖啡網'

'costa,咖啡,加盟,不可能,看看,巴克,COSTA,絕密'

'專業咖啡知識交流 更多咖啡豆資訊 請關注咖啡工房（微信公衆號cafe_style ） 一、威力巨大的會員卡 在全球做咖啡館做得最好的其實就兩家：一家星巴克；一家 Costa 。他們就像肯德基和麥當勞一樣，一般不是開在對面，就開在不遠處。 有一天，星巴克咖啡發現最'

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