Research On Brand Marketing Strategy Of Zhongyuan Coffee In China Market

With the trend of world economic globalization,coffee has become the world's third beverage,spread all over the world.Vietnam,with its unique geographical advantages,is a major coffee exporter,ranking second in the world.Zhongyuan brand coffee is not only well-known in Vietnam,but also in the stage of global expansion.China not only has long been friendly with Vietnam,but also has a superior geographical position and smaller cultural differences with Vietnam than its neighbors.In addition,China has the largest population density,huge market capacity and strong purchasing power.Since the reform and opening up 40 years ago,China's economy has also made rapid progress,becoming the second largest economy after the United States.Therefore,China has become an important target market of zhongyuan coffee.Based on PEST analysis,STP marketing theory,marketing mix strategy and other relevant theories,as well as previous research results,this study discusses the current situation of zhongyuan coffee business,advantages and disadvantages,opportunities and challenges of zhongyuan coffee in China's consumption situation.And on this basis for market segmentation,select the target market.Finally,according to the characteristics of target consumers and combined with 4P,the corresponding strategies for zhongyuan coffee to enter the Chinese market are proposed.This study not only lays a foundation for zhongyuan coffee to further expand the Chinese market and establish its brand in the Chinese market,but also has a strong practical guiding significance for the implementation of Vietnamese coffee localization strategy in China.