Study On The Marketing Strategy Optimization Of DR.CAF(?)

With increasing growth of the middle class, China gradually becomes a great consuming country. Coffee, tea and cocoa are regarded together as the world's three most consumed beverages, and the global trade volume of coffee is second only to that of petroleum. However, compared with western countries that consume the most coffee, China where a person drinks less than five cups of coffee each year will embrace a highly profitable coffee market. As international coffee chains such as Starbucks kindle enthusiasm of Chinese consumers for drinking fine coffee, people become increasingly fond of being in a coffee shop which is a unique third space distinct from home or a working place. Meanwhile, coffee shops localized in a compound running mode spring up like mushrooms and grow up energetically. Nevertheless, this localized compound business method does not rely on the strength of capital nor follow the step of expansion, but instead these coffee shops hoist their own banner and run in a compound manner for a segmented market targeting a coffee consuming group with reference to their own business advantages. By using an example of DR.CAF(?), a compound coffee shop with its unique business advantages, the preset study proposes a marketing background research, digs out problems that exist in management, and finally puts forward an optimized marketing mix strategy based on 4Ps and further provides safeguard measures, so as to help DR.CAF(?) to win a living and growing space in a market environment of chance and challenge.An analysis method combining theories and instances are employed in this dissertation in which in accordance with the 4Ps marketing mix strategy of marketing management mix strategies and the STP analysis, a segmented market of coffee consuming groups and market positioning of a compound coffee shop is first analyzed by using STP, and the current business condition and restrictions of DR.CAF(?) is analyzed by using a comparison with other trade competitors. In addition, a research result description is obtained according to a questionnaire designed from a perspective of a coffee consumer, and a more optimized marketing mix strategy is formulated. Further, safeguard measures are established.The present dissertation is divided into the following six chapters: Chapter 1 which briefly introduces a research background, significance and a research method of the selected topic; Chapter 2 which gives an overview of background literature and a relate d theory basis of the STP market positioning analysis and 4Ps marketing mix strategy; Chapter 3 which presents the background and current situation of DR.CAF(?), analyzes its core competiveness, and reveals restriction problems that exist in current manageme nt; Chapter 4 which makes a research by using a questionnaire on a consumer behavior of people who go to a coffee shop; Chapter 5 which proposes an optimized marketing mix strategy based on 4Ps; and Chapter 6 which provides safeguard measures to carry out the marketing mix strategy.