论蒂姆霍顿咖啡的成功市场定位

咖啡产于赤道两旁南北纬 20 度的热带地区，世界咖啡消耗量大约比可可和茶叶各多两倍左右。
本文的研究目的在于结合蒂姆霍顿国际市场营销的实践，解析企业所处的国际市场环境、竞争态势、分析把握市场机遇，分析其国际市场营销策略。
本文首先分析了市场定位的理论基础，并结合咖啡行业特征介绍了咖啡行业定位基本概念与方法。然后以蒂姆霍顿的市场定位为案例做了实证分析，结合市场定位理论与蒂姆霍顿行业背景，对项目定位思路与方法进行了描述，并结合市场细分、市场调研和分析对项目地的顾客定位、产品定位和品牌定位进行了分析，验证了市场定位理论方法在蒂姆霍顿中的作用。

关键词：蒂姆霍顿；咖啡；定位；市场
Abstract

Coffee is produced in the north and south sides of the equatorial tropics 20 degrees latitude. The world's coffee consumption is about more than each about twice as cocoa and tea.
The purpose of this research is to analyze the international market environment, competitive situation, market opportunities and the international marketing strategy of Tim Hortons combining its practice of international marketing.
This paper analyzes the theoretical basis of market position combined with the coffee industry; meanwhile it introduces the basic concepts and methods of market positioning through coffee industry features. Then the paper does an empirical analysis of Tim Hortons's market position with the corresponding theory and Tim Hortons’ industry background. Ideas and methods of the project location have been described in conjunction with market segmentation, market research and analysis of the project to the customer location, product positioning and brand positioning is to verify the role of market positioning theory in the practice.

Key Words: Tim Hortons; coffee; positioning; market

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