Research On The Marketing Strategy Of Independent Cafes On Middle Huaihai Road, Shanghai

At present,Shanghai has become the city with the largest number of cafes in the world.Independent cafes have attracted a lot of consumers with high-quality products,personalized and diversified business models,and their market scale is much larger than chain cafes.As the street with the largest number of independent cafes in Shanghai,Huaihai Middle Road creates advantages for nearby independent cafes with a "modern" fashionable and emotional Street atmosphere and superior geographical location.Huaihai middle road independent Cafe attaches importance to consumer experience and word-ofmouth communication,and adopts experience marketing and word-of-mouth marketing strategies for promotion,but different types of independent cafes show differentiated business strategies.This paper takes Huaihai middle road independent cafe as the research object.Firstly,it briefly combs combs the history of Huaihai Middle Road,the historical origin of independent cafes and Huaihai Middle Road,and the definition,characteristics and classification of independent cafes,and analyzes its marketing strategic positioning and marketing environment.Secondly,through field visits and in-depth interviews,this paper summarizes the common marketing strategies of independent cafes in Huaihai middle road and the differences in marketing strategies of different types of cafes.Finally,combined with the consumer questionnaire,this paper points out the shortcomings of Huaihai middle road independent cafe in product,price,channel and promotion strategy,and puts forward corresponding optimization suggestions.