[摘 要] 咖啡店之间的竞争，与其说是产品竞争，不如说是情调竞争。咖啡店行业本质是什么？是情调！因此，每当顾客走进一家咖啡店，坐下后亲手接过店员精心调制的咖啡，独自品茗香浓的咖啡时，经常会感觉时空仿佛停滞，忙乱的心绪顿时安静下来，紧张的神经也跟着松弛下来，这就是咖啡的情调魅力！对于本土咖啡店来说，要想做好一家有情调的咖啡店就必须要做到三点，即咖啡主题一定要鲜明，技术一定要过硬，营销一定要到位。“提供令人难忘的情调体验的能力”是中国本土咖啡店未来应该努力的方向。

[关键词] 本土咖啡店；情调体验；行业本质；核心问题；解决方案

[中图分类号] F713.5 [文献标识码] A

How to Make a Cafe Emotionally Appealing？

WEN Tao

Abstract： Cafes compete with each other in terms of the appealing environment rather than products. What is the essence of cafe businesses？ It's the appealing atmosphere. When a customer walks into a cafe， takes from the barista a cup of carefully made coffee and enjoys it， he may have the feeling that time and space have stopped， his emotions are calming down and that his nerves are relaxed. These are the charm of coffee. For a local cafe owner， to make his shop emotionally appealing， his cafe must have a clear coffee theme， the skill must be proficient and the marketing must be efficient. The ability to offer unforgetable sentiment experiences could be a development orientation for domestic coffee shops.

Key words： local cafe， sentiment experience， business essence， core problem， solution

一、咖啡的行业本质是情调

饮料的行业本质是什么？是快乐！因此，饮料行业的品牌名称大多与快乐有关，如可口可乐、百事可乐、七喜、王老吉、娃哈哈、乐百氏等。啤酒的行业本质是什么？是激情和分享！因此，啤酒在体育赛事（如世界杯足球赛、奥运会等）、家人或朋友的聚会等场景上饮用的最多。那么，咖啡的行业本质是什么？是情调！因此，每当顾客走进一家咖啡店，坐下后亲手接过店员精心调制的咖啡，独自品茗香浓的咖啡时，经常会感觉时空仿佛停滞，忙乱的心绪顿时安静下来，紧张的神经也跟着松弛下来。这就是咖啡的情调魅力！

星巴克咖啡店前执行副总裁霍华德·毕哈曾经说过：星巴克一切与咖啡无关。说的就是这个道理。实际上，顾客到星巴克咖啡店去消费不单是体味一款咖啡，更是体验一种情调。……