A Study Of YM’s Tea Restaurant Marketing Strategy

With the changes in people’s standard of living and consumption attitude, people have tremendously changed their dining preferences. In the modern cities, the time spent on the job every day is much longer than that of the previous generation. In addition, the development of technology has brought about greater pressure than in the past. Therefore, people need more than just food to satisfy hunger and taste, but they also need a place to relax and work outside the home.Tea restaurants are considered as "green industry", where products provided are tea-based, and leisure and entertainment are integrated as part of the service for customers. In corporate offices, shopping malls, heavy pedestrian traffic areas, tea restaurants are made available to people who conduct business meetings and various social activities, as well as those spending their leisure time. Tea restaurants play an increasingly important role in modern people’s lives.Based on literature review, a research on the consumer behavior of tea restaurants is conducted. Questionnaire was designed, distributed, and analyzed using the SPSS software. Descriptive statistics and correlation analysis were extracted from the data to discover customer needs, communication, convenience, and willingness to pay. Factors behind the behavior were then analyzed to determine market opportunities of the YM Tea Restaurant and marketing strategy recommendation was proposed.The recommendations include:on choice of market segments, adjust market positioning; on customer needs, provide customer-centered product and service; on customer communication, take advantage of every communication opportunity and actively establish communication with consumers; on customer convenience, make the customer as the "king"; on customer willingness to pay, use market penetration pricing.