Research On The Marketing Strategy Of Summer Coffee

With the rapid development of China’s economy and science and technology level unceasing enhancement,the coffee has gradually become the representative life fashion quality of one of the drinks.The boutique coffee shop has a unique advantage and opportunity.This paper takes Summer Coffee as an example,through literature research,comparative research and field research,to develop marketing strategies for Summer Coffee,so as to make its healthy development.This paper uses PEST and other analysis tools to analyze the macro environment of the coffee market and summarize the current development trend and prospect of the domestic coffee market.Drawing on the excellent experience of brand chain coffee shops and other similar physical stores,combined with the internal resources and capabilities of Summer Coffee,this paper uses SWOT analysis to determine its differentiation strategic direction.This paper uses STP theory to segment the market of Summer Coffee,selects the target market in line with the development direction,and combines the characteristics of this part of consumers to carry out the market positioning of high quality and good price.On this basis,from product,price,channel and promotion four angles,combined with the experience marketing its marketing strategy and differentiation strategy thought.By strengthen the brand connotation,set up information management system of safeguard measures,further improve the feasibility of the marketing strategy,promote the implementation of marketing strategy.Through the above analysis and research,the paper draws a conclusion:at present,China’s coffee consumption potential is huge,which provides a good opportunity for the development of Summer Coffee,but also brings huge market competition.Therefore,based on the market positioning of high quality and high price,through higher quality products and design,more convenient online and offline purchasing channels,and more diversified marketing strategies,Summer Coffee and its similar boutique coffee shops will maintain healthy and sustainable development in an increasingly competitive environment.