Research On Dio Coffee Marketing Strategy

With the rapid development of China's economy,people's consumption level and demand for quality of life continue to increase.The foreign culture of coffee has gradually been recognized and accepted by the public.The entry of foreign chain coffee brands and the establishment of domestic coffee brands have continued.This has made China's coffee consumption market continue to expand,and competition among brands has become increasingly fierce.Since its establishment in 2002,Dio Coffee has focused on the combination of Chinese and Western cultures with its core values of “integrity,respect and care”.Its performance has grown steadily and has gradually developed into a quality model for the coffee industry and has been consumed.Wide recognition and praise.This article will take Dio coffee as an example,through researching its brand marketing strategy,optimizing and improving marketing measures,further expanding the market share of Dio coffee,making Dio coffee more competitive in the fierce market environment.This paper reviewed the related literatures of a large number of coffee brand marketing at home and abroad,using 4P theory,STP theory,experience marketing theory and SWOT,Porter five force analysis model,analyzed the marketing status of Dio coffee,including the basic situation of Dio coffee,Marketing mix strategy,market positioning,etc.;using questionnaires to analyze the current problems in Dio coffee marketing strategy,and put forward detailed improvement strategies;finally through the analysis of Dio coffee market environment,using SWOT analysis The law analyzes the advantages,disadvantages,opportunities and threats faced by Dio coffee,and formulates a feasible marketing strategy and safeguard measures.This study has great practical and practical significance for Dio coffee to improve market competitiveness,and can provide reference for other coffee brand marketing strategies.