Study On Brand Marketing Strategy Of Laos Dao Coffee In International Market

Laos’Dao coffee is the most important export products of Laos,it has a crucial role to the economic development of Laos.In the increasingly competitive modern market,not only with the properties of the product itself,"brand" is also a magic weapon to win.The choice of brand marketing strategy is a key factor.The competition in Coffee industry is contest between the dazzling brands in the final analysisIn this study,we regard Dao coffee as the main research object,through the marketing environment,marketing status and problem analysis,to select the appropriate target market,to determine a clear brand positioning and practical brand marketing strategy to help Dao coffee developing in China Market.First,this research reviews the concept of brand marketing and the related theories involved.Through the literature combing,the author elaborates the basis theory of consumer behavior characteristics,consumer perceived satisfaction survey,market segmentation and brand marketing strategy.Secondly,this paper analyzes the marketing environment of Dao coffee market in China by means of PEST theory,industry competition analysis and SWOT analysis.Making an empirical study on Dao coffee brand marketing by questionnaires.By using descriptive analysis and regression analysis,the satisfaction index model was constructed.Finally,based on the brand marketing environment,brand marketing status and problems,this study develop a detailed brand marketing strategy.This study not only has important practical significance for Dao coffee brand marketing in the Chinese market,but also has some reference and reference value for Dao coffee coming to the international market and other coffee chain enterprise’s development in China.