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工艺产品 Are Experiencing Soaring Growth—Here’s How Firms Are Cashing In

工艺产品 Are Experiencing Soaring Growth—Here's How Firms Are Cashing In

Pierre-Yann Dolbec 泽Arsel和阿雅Aboelenien

咖啡豆

Barbering, beer, coffee, fragrances, meat, hand soaps, tattoos, and even ice cream. 工艺运动无处不在. It seems like everything is now becoming artisanal, boutique, custom, and 手工制作的. bb电子糖果网址是如何做到这一点的?企业该如何利用这一趋势?

A bb电子糖果派一项研究 市场营销杂志 explains how the development of markets towards greater concerns for aesthetics and craft—whether it be the search for the perfect espresso shot or the creation of a visually complex tattoo—results from interactions between craft and commercial firms.

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想想咖啡市场. 在这个市场, 像别人一样, craft firms aim for aesthetic perfection while commercial firms try to maximize profits. 例如, craft coffee shops target coffee connoisseurs by tailoring brewing recipes to specific 咖啡豆 to perfect the taste of the coffee. Commercial firms target mainstream consumers by creating products that can be efficiently produced at a profit, 比如甜饮料,比如南瓜拿铁.

Craft and commercial firms innovate and adapt each other’s innovations to their respective goal of aesthetic perfection or profit maximization. 例如, commercial firms such as Dunkin’ have borrowed from craft firms and automated the production of ‘手工制作的’ coffee. 与此形成鲜明对比的是, 手工咖啡店提升了南瓜味拿铁的美学品位, using artisan syrup and curated spices that ideally match the taste characteristics of a specific coffee bean.

随着时间的推移, innovations by and adaptations between craft and commercial firms led to many new products and ways of making coffee and resulted in the expansion of craft in the market. 咖啡以手工制作的方式广泛销售, 消费者变成了鉴赏家, 咖啡师是工匠. The pursuit for aesthetic perfection by craft firms is also being caricatured in ads such as McDonald’s ‘Madness,’ which makes fun of overly complicated ways craft coffee shops make coffee.

那么,企业如何利用工艺运动呢? It depends on whether they are commercial or craft firms and their targeting strategy. In addition to being driven by aesthetic perfection or profit maximization, the study proposes that craft and commercial firms can target narrow or broad consumer preferences. Specialist firms target narrow consumer preferences while generalist firms address broad consumer preferences.

通过交叉目标和目标, 该研究提出了四种类型的公司:工艺专家, 工艺的多面手, 商业专家, 和商业多面手. 战略意义取决于企业的目标和目标. Craft specialists can innovate or adapt innovations by focusing on addressing the characteristics of their narrow target and pursuing aesthetic perfection. 例如, craft specialists market products that support the pursuit of the best coffee possible, 如KRUVE, which makes coffee sieves to create highly precise and uniform grinds that improve the taste of espressos.

Craft generalists also pursue aesthetic perfection but target broader consumer preferences. 科隆纳咖啡就是一个例子, which offers instant coffee and coffee capsules that feature award-winning coffee from specialty roasters and pursues consumers who vary in their coffee expertise. 这类消费者可能渴望以审美为导向的咖啡, 但是缺乏技能, 知识, 或者让产品自己创造. Craft generalists have introduced products that palliate differences in expertise, such as specialty coffee pods or specialty instant coffee that aims at simplifying the pursuit of aesthetic perfection for a wide range of consumers.

商业公司关注的是利润最大化. 与此形成鲜明对比的是 to craft firms, attaining aesthetic perfection is not of concern. 在它被引入的时候, Nespresso represented an example of a commercial specialist: It targeted a niche segment of consumers interested in paying a premium to simplify coffee-making, 与工艺公司相比,咖啡的质量更差. 随着时间的推移, the broadening of options for pods and coffee machines to address almost every taste in the market has transformed the firm into a commercial generalist.

商业通才关注广泛的目标. 例如, Dunkin’ and McCafé together have about 40% of the market share for out-of-home coffee consumed in the US even though coffee arguably is not their core business. Commercial generalists can also use automation to cater to a wide range of consumers while maximizing profitability. 例如, 7-Eleven has introduced touchscreen coffee and beverage machines for customers to “be their own barista.“ CSP每日新闻 shared how 7-Eleven is drawing inspiration from the craft movement while relieving their employees from having to make coffee, 从而有助于提高生产率和利润率.

Learn more about how to take advantage of the craft movement—the trend of artisanal, 手工制作的, 以及独特的审美体验和产品.

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来自: Pierre-Yann Dolbec, 泽Arsel和阿雅Aboelenien:A Practice Perspective on Market Evolution: How Craft and Commercial Coffee Firms Expand Practices and Develop 市场,” 市场营销杂志.

市场营销杂志

Pierre-Yann Dolbec是营销学助理教授, 康考迪亚大学复杂性与市场研究主任, 康科迪亚大学, 加拿大.

泽Arsel是营销学副教授, 康考迪亚大学消费研究主任, 市场, 和社会, 康科迪亚大学, 加拿大.

阿雅Aboelenien,加拿大蒙特利尔高等商学院市场营销学助理教授.