Research On Service Marketing Strategy For One Cafe

In 2018 we usher in the reform and opening up 40 th anniversary.The Party and the government put forward the policy of reform and opening-up,keeping pace with the times,enriching the people and strengthening the country.By 2018,there were nearly seventy million private enterprises but none in 1978.The development and progress of the private economy improved the world competitiveness and national strength.Our living standards of the people have been continuously improved.In the new situation,young entrepreneurs,choose to establish a coffee shop with dreams.There are usually two ways to start a cafe,one is to join the brand management,and the other is to create independent cafes.Although the brand franchise has a high reputation,the huge franchise fees and the restrictions from the brand in the operation process are great obstacles for young investors.Therefore,the young entrepreneurs after 1980 s are more inclined to choose this mode of operation.In this paper,One cafe combined with Board game Bar combined with a complex business model as a starting point,analysis of its business model,marketing theory and service marketing theory as a theoretical basis,the use of external PEST macro-environmental analysis,the internal environment of the Porter five-force model analysis theory,plus reality.Based on the investigation and literature review,this paper objectively analyzes the macro-marketing environment,micro-marketing environment.In the internal environment we can see the strengths and weaknesses and in the external environment we can recognize the opportunities and threats.The key competitiveness of One cafe shop comes from the combination of its cafe and board game bar.This paper studies the marketing environment of One cafe in Changchun Cafe market.The service marketing strategy selected by One cafe is in line with this part of target market.Product requirements.According to the theory of service marketing,this paper analyzes the marketing strategy combination of One cafe.The centralized and differentiated marketing strategy based on the complex cafe can break the market crisis and resist the big brands with small brands.One cafe provides high quality products and services,while providing a wealth of consumer experience,creating a higher degree of customer loyalty.The purpose of this paper is to analyze and study the service marketing mode and strategy of One cafe from the perspective of service marketing,and to formulate a set of efficient service marketing strategies for One cafe,including the segmentation and determination of the target market,service marketing strategy mix,in order to achieve One cafe through comprehensive service.Establish the marketing strategy,make it grow smoothly against big brand cafes,strength its loyal customers,operation continually in Changchun coffee market.