Research On Brand Marketing Of 90 Degree Charcoal Coffee

With the improvement of people's living standards,drinks have also become increasingly diversified.At the same time,consumer's emphasis on health and the pursuit of quality of life have made coffee a more important part of Chinese people's food culture.However,there are many large-scale coffee chain models in the world that have been accepted by the domestic market.More and more Foreign-branded cafes have mushroomed,such as the United States Starbucks,Japan's real pot,Taiwan's island,making our country's local coffee chain facing great competitive pressures.Ultimately,the success of coffee industry depends on the competition among the various brands,brand influence and competitiveness determine how far it can go.90 Degrees Charcoal Coffee,as a pioneer of small coffee chain model,grows a relatively short period,lacks brand management,it is necessary to study its brand marketing strategy,identify the crux of the problem,develop a reasonable strategy to expand brand influence.This article is based on a review of a large number of relevant domestic and international analysis of the current status of coffee chain marketing.The theoretical basis of coffee marketing is summarized,including STP theory,marketing theory,experiential marketing theory,PEST analysis,SWOT analysis and Porter five forces model.Finally,a questionnaire was used to analyze the status of brand research of90-degree charcoal coffee in the external environment.Through data analysis of the questionnaire results,discover the problems of 90-degree charcoal coffee in brand marketing.At the same time,interviews were conducted on the brand's internal environment,and brand management was also found.and a detailed strategy of brand marketing improvement was proposed.This study has a very important practical and practical significance for the brand marketing strategy of 90 Degree Charcoal Coffee in the Chinese market.