| With the economic development and social progress,The Chinese coffee market is growing rapidly,and there is a greater market demand for coffee.Yunnan coffee has become an important plateau characteristic agricultural industry in Yunnan,but the economic benefits of the industry are short.In order to occupy a larger market for local specialty coffee chains in Yunnan,a differentiated competitive strategy is required.This paper will study the differentiation strategy of Yunnan C restaurant management company.Based on the relevant theories of strategic management and marketing,this paper analyzes the current situation,core capabilities and problems existing in the development of coffee and catering companies,analyzes the external environment and internal environment of the company’s development,and formulates the company’s competitive strategic positioning and The competition strategy consists of product differentiation strategy,service differentiation strategy and brand differentiation strategy,and put forward safeguard measures for the implementation of differentiated competition strategy from five aspects: organization,culture,manpower,technology and capital.The differentiation strategy of C coffee catering company can be divided into three parts.The first is the product differentiation strategy,which mainly forms a unique product matrix with china coffee as the main product in the product,and develops a unique roasting curve to break the upstream supply chain barriers,and only use Yunnan coffee beans to highlight the advantages of origin in three aspects to create product differentiation advantages.The second is the differentiation of services.The focus on creating differentiation in services is to improve the customer service management system and create brand service differentiation.The last is brand differentiation.The creation of brand differentiation will firmly occupy the advantage of China’s coffee origin,continue to implant the national coffee culture in the minds of consumers,and strengthen the publicity of online brands.In the implementation and adjustment of the differentiated strategy,special attention should be paid to the construction of data systems and the control of stores in refined management,the construction of talent echelons,and the differentiated construction of visi.In the differentiation strategy evaluation and control,the correct division of the department strategy,screening indicators is the key.The measures to optimize the organizational structure in the differentiated strategic guarantee can improve the operational efficiency of the organization,clarify the rights,responsibilities and rights between departments,and strengthen the organization’s execution.Guarantee differentiated implementation;various measures of technical support can play an important role in building a brand moat and supply chain barriers;cultural and financial guarantees will also play an important supporting role in differentiated operations.This study is conducive to improving the development of C coffee catering companies,and can provide reference for other companies in the industry. |
