Research On The Optimization Of The Marketing Strategy Of The "KN Coffee"

China’s implementation of the policy of reform and opening to the outside world has been thirty years, domestic economic level, the degree of openness, cultural exchanges has been an unprecedented rapid development, people’s material life level from the previous simple enough to wear warm are also continuing to a more diversified direction of the higher level forward, which also coffee consumption industry in the emergence and development of domestic provide huge potential and space. And Zhengzhou city as the economic and urban construction is in the rapid development of inland cities, and coffee consumption industry development tends to mature, the market is close to saturation of the north, on the broad, deep and other first tier cities still exist a large distance.By the end of 2011, the first Starbucks coffee settled in Zhengzhou 360 shopping plaza, officially began to break the Zhengzhou coffee consumption market is still in the basic stage, in the other hand, the Zhengzhou people began to know and understand coffee related knowledge, gradually formed the basic concept of coffee consumption, from one side to promote the formation of Zhengzhou coffee consumption market. And also started earlier in the Zhengzhou local cafe is in this period has been faster development and from a relatively small minority group gradually embarked on the stage, gradually by the attention of consumers.The study object of this paper is the typical representative of Zhengzhou local coffee shop, which was founded in June 2010, and has gone through four years of operation and development of Zhengzhou’s coffee consumption market in. For the huge impact to Zhengzhou local Coffee Museum in Starbucks, Coffee accompany you and other large chain Coffee Museum, competitive advantage in the fierce market environment, this study selected KN Coffee as the research object, with the help of the author’s own museum is Coffee the identity of the operator, after a large number of relevant documents carefully read on, Zhengzhou local Coffee Museum field visits and interviews to the operator, the objective analysis of the KN Coffee the internal and external environment, the competitive advantages and disadvantages, the current implementation of the marketing strategy of the drawbacks of such practical problems, as the advantage of local museum Coffee smaller its product development cycle is short, strong ability to innovate because of relatively stable and long time training skills are excellent; its disadvantages as market positioning still has certain deviation, the local Coffee Museum Brand The influence is generally small, and the marketing strategy is still not perfect, etc.. And this paper is to solve the above problems in order to experience marketing theory as the main theoretical foundation of the research, at the same time, the theories of pest, five forces model theory supplemented by and by to kn coffee at present marketing strategy analysis and research, in the previous marketing strategy on the basis to develop a more practical significance has more competitive advantage of experiential marketing strategy. And I hope this kn coffee daily business to certain help and reference, and try to make up for the kn coffee in the increasingly fierce market competition disadvantages. As the object of study long-term health development escorts the Emperor convoy.