中国的烘焙市场目前百花齐放,然而,这其中的细分市场——大学生烘焙市场,却没有这些品牌的身影,他们大多在一、二线城市,拿笔者所在的蚌埠大学城举例,只有一些个体商户经营的店面,而且大多数都缺乏长远发展的意识。本文根据问卷调查和实地走访调研,先分析了大学城烘焙市场的营销环境,接着提出了目前市场上烘焙店面在营销中存在的问题,最后提出了一些制定营销策略的意见。 However, one of the market segments, the university student baking market, has no such brand. Most of them are in the first and second tier cities and take the author’s Bengbu University City as an example. Only a few individual businesses Of the store, and most of them lack the awareness of long-term development. Based on the questionnaire survey and field investigation, this paper first analyzes the marketing environment of the baking market in the university city, and then puts forward the problems existing in the marketing of the bakery store on the market. Finally, it puts forward some opinions on how to make the marketing strategy.