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大学城炭式烤肉市场调研报告报告人：重庆师范大学2009级市场营销一班组长：陈琳组员：雷玉珍、朱念、刘功铭、林璟歆、周嘉宝报告期：2011年11月7日1目录前言··········································································································································2一、市场状况分析··························································································································31.大学城烤肉市场分析···············································································································32.发展趋势···································································································································43.行业壁垒···································································································································4二、消费者分析······························································································································51.烤肉的需求规模及变化趋势···································································································52.消费群体的范围及其购买特点·······························································································63.消费者对需求的要求···············································································································6三、竞争者分析······························································································································71、熙街烤肉店分布图················································································································72、主要竞争对手的实力分析····································································································83、鉴于竞争对手的经营启示··································································································10四、宏观环境分析························································································································10五、营销机会和对策分析——SWOT分析··················································································11结论················································································································································13附录一：调研立题························································································································14附录二：调查问卷························································································································152前言重庆市大学城位于沙坪坝区西部虎溪街道和陈家桥街道，占地20平方公里。规划入驻大学15所，教师、学生人数15—20万人，社会人口25万人。而随着大学城建设的一步步发展，重庆大学城将以其生态环境优美、文化氛围浓郁、科技产业发达、综合配套完善、开放式现代化的风格吸引更多的人来此生活。对于目前而言，大学生已先于社会人员发展成为了一个庞大的消费群体。随着90后青年进入大学，由于其追求个性的特征，当代大学生越来越注重在外就餐的趣味性和经济性。重庆大学城的主要消费区集中在熙街及陈家桥镇商业区，大学生则更加侧重于由重庆大学、重庆师范大学、四川美术学院环拥的熙街。然而在这两处，餐饮均为火锅、干锅、油煎式烤肉、本地面食等大众化品种，就餐方式已呈现出普遍性和局限性，完全无法同时满足大学生实惠和趣味的需求。本公司以此商机为切入点，立足于“炭式自助烤肉”的主题，准备开设一家烤肉店，为追求新奇与趣味的学生提供一种新的就餐方式。而为了本公司可以顺利开办并可以稳步成长得以获得利润，我们特展开此次调研活动。本次调研的时间从2011年10月20日开始，截止到2011年11月7日正式完成，历时19天。本次调研活动我们采用了问卷调查法，访谈法，实地调查法以及参与体验法等多种调查方法收集了大量的一手资料，同时我们还通过因特网收集了大量与本公司产品或性质息息相关的二手资料。这些一手资料和二手资料为我们公司的开设提供了大量的宝贵经验，是本公司开办必不可少的前提条件之一。此次调研所使用的调查问卷共150份，采用了随机调查的方式，回收率为100%，其中有效问卷138份。调查的地点主要以熙街繁华的街道和周边校园为主。综合各种信息，在小组成员的共同协作分析下，初步形成了本报告。但由于我们的调查渠道和选择的方式有限，以及我们自身知识结构和社会经验的局限，导致了本次调研不然有不可避免的缺陷。不足之处将警示我们时刻紧盯市场变化，及时作出调整。本次关于大学城炭式烤肉的市场调研由小组全部成员参与完成。周嘉宝负责封面制作、目录、前言、图表制作、结论和全文整理；雷玉珍负责市场状况分析；朱念负责消费者分析；陈琳负责竞争者分析；林璟歆负责宏观环境分析；刘功铭负责营销机会与对策分析。3一、市场状况分析1.大学城烤肉市场分析在中国目前的消费群体中，大学生是其中一支非常具有消费潜力的群体。重庆市大学城位于沙坪坝区虎溪镇，目前有学子20万，学生数量众多，消费潜力巨大。而作为大学生，聚餐是日常生活中经常的事，那么针对大学生聚餐吃什么，我们进行了一个分析，得知烤肉市场非常具有吸引力，以下是我们炭式烤肉问卷的调查结果（见图）：由此可见，炭式烤肉的前景较佳。同时我们还对大学城商业中心熙街的所有烤肉店（共七家）进行了调查分析：①加勒比烤肉加勒比烤肉位于熙街第三期，地理位置比较偏僻，但由于之前已经在第一期打响了品牌，拥有一批比较忠诚的顾客。周一至周四每日接待大约100人次，周五至周日每日接待大约300人次。加勒比烤肉32元每人，据此可以大致估算出每月销售额为17万元，除去工资、水电、物业、菜品等成本，每月净利润可达10万元。②妈妈乡烤肉妈妈乡烤肉位于熙街一二期交汇的三楼的地方，和二楼的刘一手火锅隶属于同一家。妈妈乡与其它烤肉最大的不同之处在于集烤肉和火锅于一体，增加了趣味性。但由于地理位置的原因及39元每人的价格导致其上座率不是很高，周末大约200多人次每天。通常以团队订餐为主。由此可以大致估算出每月营业额为12万元，除去工资、水电、物业、菜品等成本，每月净利润可达6、7万元。0%10%20%30%40%50%60%70%80%愿意可能会去尝试不去炭式烤肉意向调查4③韩国“纸上”烤肉④玛吉客“纸上”烤肉⑤竹园烤肉；三家烤肉店集中在一起，均是35元每人，位于熙街一期美食街路口交汇处，人流量大。针对周末的情况，17:30-20:30为三家烤肉店的高峰期，尤以“韩国”领先，玛吉客次之，竹园最差。“韩国”主要消费群体是学生，尤其是大一新生占据主力，且具有持续性。三家烤肉店，“韩国”和玛吉客均为纸上烤肉，竹园为普通油煎式烤肉，产品差异化强。三家店普遍拥挤，空间狭小，桌椅油腻，店内也没有进行装潢，坏境较差。⑥兄弟火烤肉兄弟火烤肉位于美食街主干道，客流量集中。和“韩国”、玛吉客、竹园一样，兄弟火烤肉店店内并没有装潢，坏境不怎么好，桌椅间距很小，活动空间狭小。菜品品种比较单一，且增添菜品及时性差，烤具陈旧。但是兄弟火烤肉价格较为便宜32元每人，因此有利的地理位置加上便宜的价格，其上座率依旧很高。⑦烤乐迪烤肉烤乐迪位于美食街主干道二楼，其特色为露天音乐广场，占地面积比较大，活动空间比其他烤肉店大。价格适中，35元一人。烤乐迪是09年开店，当时熙街只有一家烤肉店，竞争压力不大，随着越来越多的烤肉店进入，烤乐迪凭借着它的独具一格仍然占领着一席之地。2.发展趋势现代大学生的生活都追求个性、健康、快乐。他们对新生事物充满兴趣，由调查可知大学城烤肉大多数本质上为煎肉，千篇一律，缺乏个性，此时若能开一家别具一格的烤肉店，既美味又有趣，那么很多学生都是愿意去尝试的。目前大学城油煎式烤肉以基本处于饱和状态，炭式烤肉存在很大空缺，所以炭式烤肉发展趋势良好。3.行业壁垒烤肉行业进入壁垒低，大致有以下需要：a.100~200平米的门店b.炭式烤肉工具（附图片和价格）工具简单易得，价格便宜，所以进入较为容易。5c.果木炭、菜品都简单易得。退出壁垒：a.旧设备处理b.门店退租、转租由此可见烧烤行业壁垒低，进出容易，适合大学生创业。所以我们决定进入这个炭式烤肉行业。二、消费者分析1.烤肉的需求规模及变化趋势人们消费需求的变化有利于自助餐市场的发展。随着生活节奏的变化和工作压力的加大，传统的家庭厨房逐渐被打破，自助餐将有更大的发展空间。一方面，都市中越来越多的上班族体力、精力、时间消耗增大。另一方面，快餐消费和家庭素食已经不能满足其对营养的需求。而自助餐主要体现在火锅自助和烤肉自助。地沟油事件发生后，政府相关部门要求火锅6行业不能用老油，导致火锅行业成本集体上升，消费急剧上涨。最终将火锅的高成本转移到消费者。对于消费能力处于中低档的大学生而言，物美价廉的消费则更受青睐。因此，自助式烤肉也呈现出前所未有的大好前景。根据前期的市场调研问卷可知，大学生中喜欢吃自助烤肉的同学占调查人群的47%，其中，每月至少去烤肉店一次的同学占调