摘要：随着经济的增长，人们收入的增加，生活水平的提高，中国烘焙行业的市场正日益增长并急速扩张。同时伴随着中西文化交流的日益增多，消费者的饮食习惯和对于烘焙食品的需求也正发生着潜移默化的改变，我国烘焙行业拥有非常广阔的市场。论文首先阐述了中国烘焙业的背景和研究意义；其次对85度C烘焙店的背景做了相应的介绍；然后利用SWOT分析法分析了85度C烘焙店在发展过程中的优势、劣势、机会、威胁，并从其产品策略、价格策略、渠道策略和促销策略四个方面对85度C烘焙店采取的营销策略做了进一步的分析。最后对85度C烘焙店在未来的发展中提出完善建议：加强网站的管理，对网站进行及时更新；加大广告、网络等媒体的宣传力度，提高85度C的知名度；改进产品的款式，与竞争者形成差异。

关键词：85度C烘焙店；SWOT分析；营销策略

Abstract:Along with the economic growth, people’s incomes is increasing, the im- provement of living standards, the growing Chinese baking market and its fast expan- sion. Accompanied by a growing number of cultural exchange, consumer’s eating ha- bits and demand for baked goods has also undergone a subtle change. As a conseque- nce, the baking industry in China has a very broad market. Firstly this paper describes the background of Chinese backing industry and research significance, secondly it in- troduces 85℃ bakery’s background, thirdly uses SWOT analysis to analysis 85℃ b- akery’s strengths, weaknesses, opportunities, threats, besides making further analysis from its product strategy, pricing strategy, channel strategy and promotional strategy. Finally this paper puts forward several suggestions about 85℃ bakery’s future devel- opment like: to strengthen the management of the site and timely updates the site; inc- reasing the propaganda in television advertising, network or other media, in order to improve the visibility of 85℃ bakery; changing the style of its products, to be distin- guished from competitors.

Key words: 85℃ Bakery; SWOT analysis; marketing strategy

　　　烘焙业在中国有很大的市场，近几年都会快速上升，同时伴随台资、外资   企业的进入，竞争也会越来越激烈，国内的本土小型面包店也面临转型。人们   对于食品的要求也越来越高，商家提供的产品也必要满足现代消费者的需求，   在提供给顾客高性价比的商品的同时，还有能提供给消费者良好的体验。

　　　本文通过研究85度C的营销环境、产品策略、价格策略、渠道策略和促销策略，希望可以给本土企业一些借鉴。同时本文还给85度C发展中存在的不足提出了改进的建议，85度C所存在的问题也是国内烘焙业所普遍存在的问题，因此也可以给本土企业在发展中作为参考。