Study On Marketing Strategy Of Caiyun Hogood Coffee Co.,Ltd.

With the development of China's economy and the transformation of domestic consumption and eating habits,drinking coffee has become a kind of leisure activity,which is gradually favored bv middle and high-end income groups.Coffee market and coffee culture are developing very quickly at home,especially after the 21st century Chinese consumers drink coffee as a fashion.The expansion of coffee market demand has led to the increase of coffee production and processing enterprises,which has gradually formed a competitive situation in the coffee market.CaiYun Hogood Coffee Co.,Ltd.is a professional production and processing enterprises,beginning in 2007 into the fneld of deep processing of coffee,gradually become the nation's largest coffee raw materials production enterprises,but the development of the company still appeared a lot of problems to be solved in the process,especially in the marketing strategy is the lack of a clear plan,has been in the raw material suppliers and end coffee products swing between producers,has affected the company further development.Facing the broad market prospect and the fierce competition environment,based on enterprise resource advantages,set up scientific marketing strategy and clear strategy implementation plan,has become the top issue facing issue.System is combing coffee marketing at home and abroad related research,combining the theory of STP strategy and marketing mix theory,using SWOT analysis method,after in CaiYun Hogood Coffee Co.,Ltd.as the research object,studied the company marketing strategy.By analyzing internal and external environment faced by companies,analyzes the development opportunities and threats faced by the company,has been clear about the itself has advantages and disadvantages,put forward that CaiYun Hogood Coffee Co.,Ltd.shall adopt diversified marketing development strategy and differential marketing competition strategy;The selection and strategic positioning of the company's target market is determined,and the company should focus on the young market in coastal cities and strive to shape the market image of high quality and low price.Finally,from the marketing concept,optimize the organizational structure,strengthen customer service when,for the implementation of the marketing strategy and guarantee measures for the design,in order to Provide support for CaiYun Hogood Coffee to achieve the goals of marketing strategy.