Research On The Service Marketing Strategy Of Y Coffee Shop In Haiyan Village, Kunmin

In recent years,Haiyan Village in Kunming City has become popular on the Internet for its colorful "the most beautiful sunset" landscape on its pier beach.Based on the original intention of serving tourists,Y Coffee shop was founded with the slogan of "Rest,gather and wait for the sunset",and soon gained the popularity of tourists.However,with the continuous popularity of Haiyan Village,more and more businesses have entered,and Y Coffee shop is also facing fierce market competition.Therefore,this paper takes Y Coffee shop as the research object,uses the service marketing theory,analyzes its internal and external environment,operating status and problems,and develops appropriate service marketing strategies for it,To survive and develop in the fierce competition in the market.Based on 7Ps service marketing strategy,This paper adopts research methods like field investigation,questionnaire survey,and so on.Analyzed the external environment of coffee shop Y by PEST analysis method and internal by micro-environment analysis method,used SWOT analysis method to plan the next development of coffee shop Y,and SO+WO combination strategy is adopted.Analyze the operating status of Y Coffee shop from seven aspects,including product,price,place,promotion,personnel,physical evidence and process,and summarizes the existing problems and shortcomings of its marketing strategy.And STP theory is used to define its target market as tourists aged between 20 and 40.New marketing strategies in line with the actual situation and development plan of Y Coffee shop have been formulated,as well as relevant safeguard measures for the implementation of marketing strategies.The purpose of this paper is to improve the market position of Y Coffee shop in Haiyan Village and provide some reference for similar stores.