"Coffee Shop +" Innovative Experience Space Marketing Strategy Research

With the continuous improvement of economic level,China's national standard of living is also rising,the salient feature is the consumption level and ability to strengthen the people's basic necessities have begun to have high demand.Chinese people have a "name to food for the day," the traditional concept of the beverage industry will naturally drink in the new wave of consumption tide in a favorable position,which for the development of China's coffee industry provides a huge potential and potential consumer groups The According to statistics,each Chinese people consume about 3-5cups of coffee,and the average number of coffee consumption in the world is 240 cups,only from the consumption of the number of view,the two have a big gap.Accounting for the world's largest population,but the per capita consumption of coffee is only about 10% of the world's average consumption,but also indicates the future of China's coffee and coffee shop unlimited development space,many consulting firms predict that China will become the next Coffee consumption explosive growth of the country.Accordingly,there have been numerous multinational coffee dealers and chain coffee brand operators to see the infinite business opportunities,and began in China to start a new round of publicity and expansion.At the same time,the overall number of middle class in China is increasing,the level of consumption makes more and more Chinese people understand and accept the consumption of coffee,the formation of consumption habits.And a huge population base will be an important support for the expansion of the coffee market.The purpose of this paper is to analyze and study the marketing strategy and model of "coffee shop +" experience from the point of view of experiential marketing,and formulate an effective and innovative space marketing strategy system.Including the determination of the target market,the marketing strategy portfolio and the establishment of a comprehensive experience marketing strategy.In this paper,the research ideas to experience the marketing theory as the main theoretical basis,while the 4P theory and other research tools as an auxiliary,objective analysis of the coffee shop market internal and external environment and advantages,disadvantages and other issues.Through the analysis of the coffee industry competition,summed up the core competitiveness comes from the "coffee shop +" online and offline complex experience space marketing model.We hope that through the "coffee shop +" innovative experience in the establishment of the marketing system,the future of the coffee shop management and management theory and the reality of the guiding significance.