Competitive Strategy Research Of "There" Independent Cafe

There is a rapid economic growth in China, people have a rising quality life and have some increasingly diverse drinks, coffee is gradually with fashion and moden life. According to authorities statistics,at present, Chinese coffee consumption remains in30000-40000tons in recent years, and the market segment is growing between10%to15%.The coffee consumption is expected to become the world’s largest.In2013, the Chinese forecast coffee consumption will reach120000ton, the market retail sales will reach tens of billions of yuan.Coffee has already becoming the nation’s important link of dietary culture. Going to cafe also has been a part of many people’s social life. Many younger entrepreneurs choose to open a cafe shop as their first choice, and there is more and more individual cafe with independent decorate. The center of this research is finding a way to get advantage in such a rapid increasing market.There independent cafe as the main research object,the main purpose is to explore this cafe how to develop cemptitive planning better create considerable economic value and prolong the format of the survival time. According to the literature and material investigation., Firstly, giving the whole independent coffee market definition and introduced, Then using PEST analysis independent coffee shop in commercial environment,analyising all kinds of coffee shop competition strategy. In a solid theoretical basis, giving the There Cafe a SWOT analysis, lastly, making a set of competition plan for There Cafe and realizing the competition strategy safeguard measures.Secondly, we used the questionnaire survey to individual character coffee shop and customers,using computer statistics software statistical data analysis, combined with the actual operation of There Cafe, This thesis research so as to provide reliable basis for the actual data, and the reality, In order to support the marketing feasibility and superiority.At last, we make a conclusion of this paper and summarize the concrete practice of the meaning, significance of marketing, and points out the shortcomings of the paper and the future research proposals.