Research On Love Life Coffee Shop Experience Marketing Strategy

Since the reform and opening up, China’s national economy has got a persistent and high development. People’s living standard continues to rise and consumption ability increases constantly. These bred our country an enormous development potentiality of coffee consumption market. Shandong keeps in a leading position nationwide in GDP growth. As the capital of Shandong, Jinan ranks first in the province in the per capita disposable income and its economic grows in good state. These provide good conditions for the development of Jinan’s coffee market. However, from the perspective of the development of coffee industry, Jinan is still at the beginning stage, and the distance is still great from the more developed cities, such as Beijing, Shanghai, Xiamen, etc. In2010, the International coffee chain tycoon Starbucks settled in Jinan, which had a great impact on Jinan’s coffee industry and consumers’ coffee consumption concept.. It favorably promoted Jinan’s coffee market development. The rise of the local coffee shop is the highly anticipated.L2(LOVE LIFE) Coffee Shop is a native enterprise of Jinan coffee industry established in recent years. Through years of careful management and development, the enterprise operates properly and everything is in the right path. It occupies a place in Jinan’s coffee industry and it is the representative of Leisure class coffee enterprises.In order to make the local leisure coffee shop can proceed with determination international coffee chain enterprises, and occupy a favorable position in competition, this paper selects L2Coffee Shop as the object of study, and based on the experience marketing and service marketing theories. Also, it uses PEST and Five Forces Model theories as the auxiliary. With a lot of research and literature material reading, the internal and external environment of L2Coffee Shop enterprise in Jinan coffee industry is analyzed, the advantages and disadvantages of L2Coffee Shop are also pointed out in this paper. The advantages of L2Coffee Shop lie in the business model, innovation ability and human resources. But the disadvantages such as enterprise culture, brand building also influence the development of the enterprise. Through the analysis of Industry competition, resources and capacity of L2Coffee Shop, it is summarized that the core competitive ability of L2Coffee Shop comes from the composite type of experience marketing mode. And through the research of marketing strategy of L2Coffee Shop, it is concluded that the target market is the people with quality, taste and the pursuit of fashion in the high-end market, and a large market formed by middle class. The marketing strategy of L2Coffee Shop just conforms to the demand of coffee experience product of this target market. This paper analyzes the marketing strategy combination of L2Coffee Shop according to experience marketing and service marketing theories, and finds out that the experiential marketing strategy implemented by composite Cafe distinguishes itself from other competitors. L2Coffee Shop provides rich consumption experience besides high quality products and services, which brings high customer loyalty for it.The purpose of this paper is to formulate a set of effective marketing strategy system, from analysis and research of the breakthrough point-experiential marketing and the L2Coffee Shop experience marketing mode and strategy. It includes identifying the target market and marketing strategies, as well as establishing a comprehensive experience marketing strategy, so that L2Coffee Shop enterprise can make more smooth development and a better foothold in Jinan’s coffee market by establishing a comprehensive experience marketing strategy.