摘要：随着生活水平的不断提高，人们对餐饮的品质追求也日益剧增。咖啡厅正在成为人们与人沟通和自我享受的一个重要场所，它不仅仅是一种饮料，而是一种氛围文化和生活追求。本文主要是从欧索米萝的发展历程，欧索米萝进驻重庆大学城的市场分析，以及未来市场发展的战略等几方面的内容发掘欧索米萝咖啡以中西合璧的独特经营营销模式的商业价值和运用方式。解决的关键问题是：一是如何准确把握重庆大学城消费群体的特点诉求；二是针对消费群体制定怎样的市场定位；三是总结欧索米萝咖啡在该市场的战略建议。研究欧索米萝咖啡在大学城的发展之路，有助于理解新式的市场营销思路，并为重庆大学城打造一个休闲、会友、娱乐等为一体的环境。环境轻松，给人以优雅、高尚、悠闲的心态，营造轻松惬意的气氛，让每位光顾的宾客流连忘返。

关键词：欧索米萝咖啡  市场分析  目标市场定位  市场战略

ABSTRACT：With the continuous improvement of living standards, people pursuit the quality of the food and beverage is also growing. Cafe is becoming people to communicate with people and enjoy one of the important places, it is not only a beverage, but an atmosphere of culture and life pursuit. This article mainly from the rope m Laura development course, the rope m Laura in chongqing university of market analysis, as well as market development strategy in the future, several aspects of excavating the m Laura coffee with the unique business marketing mode of Chinese and western business value and way of use. To solve the key question is: how to accurately grasp the characteristics of consumer groups from chongqing university appeal；2 it is aimed at consumer groups formulate how to market positioning；3 it is to summarize the rope m Laura coffee strategic advice in this market. Study m Laura coffee in the university town development way, help to understand the new marketing ideas, and to create a leisure, friends from chongqing university, entertainment as one of the environment. Environment easily, give a person with elegant and noble, carefree attitude, build relaxed and pleasant atmosphere, let each visit guests linger.

Key words: The rope m her coffee; Market analysis; The target market positioning; Market strategy

　　　大学生是重庆大学城周边餐饮业的主要消费群体之一，对促进学校周边餐饮业的发展起了重要的作用。同时，大学生所表现的消费选择信号会促进餐饮业向更好的方面发展，提高餐饮质量和水平，促进周边餐饮业的良性和可持续发展。所以欧索米萝咖啡的入驻是很有意义的，但要经营好一家咖啡厅需要从各个方面去考虑，关注市场变化，关注消费者需要，不断提高服务质量、服务水平，增强竞争力。未来国内的咖啡市场潜力大，尤其是连锁经营的咖啡厅投资小、风险低，因此欧索米萝咖啡厅需要抓住这样的优势，重视其品质、服务、环境卫生三方面，力争在重庆大学城占领更多市场。但与此同时，欧索米萝咖啡不能忽视价格以中低价位为主的价格体系，只有重新制定相符的价格策略才能走得更稳更远。