Study On The Marketing Strategy Of Fingertip Heartbeat Cake Diy Workshop

People gradually increase the level of consumption, consumption concept is alsoundergoing profound changes, not only in the quality of products, and more and more attentionto the process of consumption, consumption in the process of enabling customers to participatein the product design and service, to create personalized products, to provide a new customerexperience, customers become important factors evaluation of consumption is satisfied the. Withthe rise and development of soil such consumption background for the DIY industry.The research object "the finger Beckoning cake DIY workshop" and meet the consumerexperience in cake DIY process and personalized products to customer satisfaction, sales is notonly products, more is a kind of life attitude and concept, namely "return to simple, return to thesoul, from the heart to the fingertips to create personalized products and a better experience".This research is based on the personalized marketing and experience marketing theory,using Potter’s five forces model, SWOT analysis, STP theory, conducts the research to thefingertips Heartbeat cake DIY workshop at the beginning of the business marketing strategy.First of all, the included mainly consumer competition and goal of macro environment, analysisthe marketing environment. Secondly, the internal strengths and weaknesses and the corecompetitiveness are analyzed; finally, based on the theory of7PS, proposed including productpersonalization strategy, price strategy, channel strategy and price discount of personalized,experience as the center design service strategy, customer for seven specific marketing strategydesign of physical environment, service center personnel management and personalizedconsumer management.This paper will be personalized marketing and experience marketing theory applied to theactual analysis, and combined with marketing, operations management, strategic managementtheory of knowledge, systematic analysis of exploration and summary, actually has a research ontheoretical guidance; in the marketing strategy research of current youth’s Micro messagemarketing mode are analyzed, and the physical environment design process, attention tocustomer "mood", realize the innovation of marketing mode of experience.