Coffee Shop Marketing Strategy Research

In recent years,China's economic development make residents living standards c ontinue to improve.Spending power is growing.Cultivate a coffee consumption market with full of potential.With the expansion of coffee consumption market,domestic coffee chain stores' competition is very intense.The most critical factor to win the competition is Marketing Strategy.The well-known coffee chain stores in China such as Starbucks,Costa occupies most of the coffee consumption market.ButMaan Coffee as a brand new coffee chain stores,also occupies an important position in this competition.Therefore,this article choose Maan Coffee to study how to do the work in the market competition,and used for reference.First of all,in the introduction part of this article detailed introduced the research background,the research significance,the review of researches at domestic and foreign,the research content and method.Secondly summarizes the theoretical basis of thisarticle.Including the STP theory,the relationship of 4 P and 7 P from the marketing portfolio theory,the PEST and SWOT analysis theory,Michael Porter five forces model;Then analysis the marketing situation of MaanCoffee.Include the basic introduction of Maan Coffee and the analysis of marketing mix strategy.the market positioning,the analysis of target consumers,At the same time,compared with Starbucks on the marketing positioning and marketing strategies,then summed up the strengths and weaknesses of the marketing strategy.Then use SWOT analysis to put forward the market expansion strategy and differentiation strategy.And then provide a high-quality differentiated services according the marketposition.In the end of this article make some suggestion to optimize the marketing strategy of MaanCoffee.Including the realization of product and service differentiation,the realization of pricing and store diversification,the realization of store location,improve personnel training management and incentive mechanism,improve the service process,improve and increase the promotions.