Research On The Brand Communication Strategy Of QN Internet Coffee

Around 2009,the domestic Internet bar industry faced with the market changes,eager to survive innovation,have been on the road of transformation and upgrading.Nowadays,the traditional dirty,messy and poor Internet cafes in the streets and alleys are gradually reduced and replaced by elegant and luxurious Internet cafes with a fresh style.The Internet cafes in major cities generally use the "Internet cafe+coffee" model,become the new appearance of the Internet bar in the information age.“Internet cafes approval" of the full opening,cities,"Internet cafes" mushroomed,"QN Internet cafes" as the first transformation of the local upgrading of the Internet cafes also face unprecedented challenges.In order to adapt to the development of market competition and satisfy the diversified demands of consumers,QN coffee needs to pursue differentiation and innovation in brand communication in order to consolidate its position as a local leader.This paper analyzes the current situation of Internet bar industry and the general situation of the development of "QN Internet cafe" by combing the related theories and literature of brand communication,taking "the current situation of the development of QN Internet coffee,the analysis of the problems existing in the communication of QN Internet coffee brands and the suggestions for the improvement of the communication strategies of QN Internet Coffee Brands" as the main content,the program of "the research on the brand cognition of QN Internet coffee consumers"has been formulated,by analyzing the survey data,the paper can provide the research guarantee for the brand positioning and communication strategy of QN Internet coffee,and strengthen the preciseness of the paper.In the paper,using the method of literature analysis,Comparative Study and Questionnaire Survey,the paper aims at the problems existing in the positioning,content,culture,way,channel and scheme of QN Internet coffee brand communication,by Way of practical exposition,it is suggested that the "QN network coffee" brand should be positioned according to the characteristics of the main consumers’ choice of products,highlight the advantages of its own brand,diversify communication channels,expand brand communication methods and other communication strategies,it is expected to provide a reference for the study of brand communication strategy.