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'<p style="text-align: center; ">
<img alt="" src="/uploads/allimg/150618/3-15061Q15234Y7.jpg" /></p>
<p>
跨界混搭，在這兩年裏被玩得風生水起。在跨界合作中，咖啡館似乎備受商家青睞。從美國的梅西百貨引入咖啡館，到星巴克咖啡聯手優衣庫旗艦店，再到招商銀行與韓國連鎖品牌“咖啡陪你”共同創建新商業模式的“咖啡銀行”，最近杭州還出現可以網購的“電商咖啡館”，咖啡館的價值正被深度挖掘，簡直稱得上是跨界營銷的“萬金油”。</p>
<p>
小小咖啡館到底有什麼魅力，能與各種行業實現無縫對接?</p>
<p>
從咖啡館自身優勢來看，它有着很好的形象定位和獨特的營銷價值。在人們印象中，咖啡館是一種舶來品，代表着安靜、舒適、小資，是可以進行商務洽談和親友聚會的中高端消費場所，因而，只要將它與目標客戶羣一致的品牌嫁接在一起，可能就會展現驚人的營銷能力。再者，咖啡作爲一種年輕人喜愛的快消品，隨時隨地都會被需要，這就保證了咖啡館的客源不會中斷。只要能多留住顧客一會兒，就會增加他們在店內消費的幾率。在人們品嚐咖啡、小坐休憩的時間裏，也許會購買一本圖書、一件衣服，也許可以得到銀行的專業金融服務，可謂相得益彰。</p>
<p>
從市場狀況來看，中國每年700億元的咖啡消費額，距離成熟市場的2萬億—3萬億元，還存在巨大的市場空間，這就爲與其他行業的合作提供了可能性。隨着同業競爭日趨激烈，“一家獨大、坐等客人”的狀況已經發生了鉅變，不管是咖啡館還是其他業態都必須要進行差異化經營，才能在市場上站穩腳跟，他們都在極力尋求相互借力的合作伙伴。咖啡館跨界既分擔了昂貴的租金、降低了經營成本，又帶動了營銷，合作雙方實現了共贏，何樂而不爲呢?</p>
<p>
需要注意的是，咖啡館跨界就好比是“找對象”，不僅在品牌的文化、服務和品質上要“門當戶對”，還要盡力滿足用戶體驗的互補關係，而不單純是產品功能性的互補。通過跨界合作使得原本互不相干的非競爭性品牌可以互相滲透，目標消費羣體可以互相融合，從而增強品牌競爭的合力。但跨界營銷並非萬全之策，在國外也不乏失敗案例，因此在甄選跨界合作伙伴時需要對目標消費羣體進行深入調研，有效制定與合作伙伴的互動方案，確保資源上的有效利用，以增強互補性的用戶體驗，從而加強品牌協同效應。</p>
<p>
咖啡館跨界是順應市場化選擇的必然結果，也是滿足消費者需求、提升客戶體驗的必然要求。未來，跨界營銷可能是更多企業願意去嘗試的一種商業模式。只有對品牌價值進行更深入挖掘、更多地從用戶的角度出發，“跳出品牌看品牌、跳出行業看行業”，顛覆傳統思維，才能獲得突破、實現共贏。</p>
<p>
來源：酒店旅遊餐飲網</p>
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