北京外国语大学网络教育学院学士学位论文诚信声明

Restructuring a Coffee Shop to Attract More Customers

Submitted by (Wang Jin)

Student ID number (0409)

Supervised by (Tang Shimin)

A paper submitted in partial fulfillment of the requirements

of the degree of Bachelor of Arts

The Institute of Online Education

Beijing Foreign Studies University

北京外国语大学网络教育学院

学士学位论文诚信声明

本人郑重声明：所呈交的学士学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责或者参与实施的项目。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声明的法律结果由本人承担。

学士学位论文作者签名：王晋

日期：2011年12月15日

摘要

“喜福会”是位于北京著名的南锣鼓巷，它的主人是本文作者的朋友。它的前身是一家名叫“老咖啡馆”小型个体咖啡店，经营咖啡及西点（餐）。该咖啡馆2008年开业以来，因规模较小、地点偏、管理不善等因素，经营业绩一直不佳。

随着北京旅游业的兴旺，南锣鼓巷的日趋繁荣，越来越多的国内外游客喜欢在此留足，寻找他们心中的北京印迹、享受一种与众不同的京韵京味。为了改变“喜福会”经营现状，我受业主委托，拟对该店进行全面重组，以期企业经营业绩得到大幅提升。

本论文就是我主导的一种重组振兴方案，它包括店铺更名、重新装修、增加服务内容、提高服务水平设等内容，力图把“喜福会”打造成一家具有北京韵味的西式咖啡店，希望在较短时期内使其营业额和利润有较大增长。

重组方案包括三大部分：前期主要通过目标客户分组问卷调查、SWOT分析等研究方法找出扩建设计的方向；中期主要是设计和建设，通过《项目进度流程表》、《项目负责人工作日志》等形式，来检查和保证设计内容得到及时调整和如期完成；最后是店铺试营阶段，主要采取同期营业绩效的对比来重组方案进行评估。重组方案实施内容主要包括硬件、软件两个方面。硬件如：店铺更名、店面装修，软件如：提高服务质量、调整经营商品等。

实践证明，小型咖啡店只要有特色、善经营，且能与时俱进、不断创新，也会做出大生意。关键词：重组、咖啡店、小型企业、经营特色

Abstract

This dissertation presents a detailed report of project of restructuring a small coffee shop, which provides the sales service of a range from coffee, foreign pastry to western food, sitting at Nanluoguxiang, will be named Joy Luck Club (JLC) in the project. Due to smaller scale, worse business circumstance, poor management, the shop has not been prosperous.

As Beijing travel business is booming, Nanluoguxiang is becoming very popular street where more and more visitors go there for wandering, shopping, and drinking coffee. People enjoy a unique leisure, and also find Beijing traditional culture at Nanluoguxiang.

In order to change and promote JLC’s business, commissioned by my friend, the owner, David, I am a project manager, and I wholly will be in charge of the project. The team will be set up, and everyone knows what the responsibility is.

The final result of the project is restructuring the coffee shop which named JLC as a unique place for their customers through high quality of products, good environment, friendly service, and effective management. The project will take two months. Market survey, such as focus group, face-to-face interviews, and SWOT analysis were used in the Project Problem Identification and Analysis section. Flowchart, project framework and several other methods were also adopted in the design, implementation and evaluation of the project. With the efforts of my team members, we achieved our final goal successfully. The renewed JLC will attract enormous customers, and be selected as the “Best New Coffee Shop in the area” by one local public remark web. The results of the project demonstrated that the application of information technologies is an effective approach for small enterprises to get outstanding achievement.

Key words: restructuring; coffee shop; small enterprises; unique style