Research On Marketing Strategy Of Tongliao Tai Company Coffee Products

The coffee culture has now developed into a world culture.According to international coffee organization data,the global coffee consumption market is about20 trillion yuan.With the continuous development of China's economy,people's consumer demand is diversified,and the demand for coffee products is also trending.Diversification,China's coffee market consumption in 2018 reached 100 billion yuan.For a consumer country like China,the coffee industry has great room for growth and development potential.Many companies have begun to grab the coffee market,the emergence of large international coffee chains and a variety of coffee shops,making the coffee industry highly competitive.The coffee industry in Tongliao City is in a severe situation.Faced with such a complicated situation,how can Tongliao Company ensure its own leading position in Tongliao's coffee industry and how to continue its development in the future,which marketing strategy is the focus of this paper.Based on the theoretical knowledge of marketing strategy,this paper starts with the current situation of Tongliao coffee industry and the development of Tongliao Company,and combines the macro and micro environment of the company.Using SWOT analysis,the analysis matrix is listed,the opportunities that can be caught by Tongliao Company in the future and the invisible threats are analyzed,and the possibility of development is analyzed according to its advantages and disadvantages,and policy decision making and selection are carried out;Analytical method,market segmentation of Tongliao's consumer groups,accurately target the company's target market,and position the market.Developed a 7Ps marketing mix strategy for Tongliao Company,and formulated marketing strategies from seven aspects: product,price,channel,promotion,employees,tangible display and process,and provided corresponding safeguard measures for the implementation of the strategy.This paper focuses on solving the problems of the middle and low-end coffee products of Tongliao Company's coffee shop,the low-end coffee product share and the single store business model.This paper selects the target market through market segmentation,according to the 7Ps marketing mix strategy theory.Seven dimensions of products,channels,employees,and services are used to build marketing strategies,and the sales channels of the company's coffee products adopt an online and offline unlimited scene sales model.Improve the company's organizational structure,improve company policies to help the company better achieve market goals,ensure that the adjusted marketing strategy can be implemented smoothly,so that employees can truly understand the company's marketing strategy and effectively improve the company's strength.At the same time,the company's sustainable development has proposed the establishment of the Thai coffee brand effect.Through the establishment of the marketing system of Tongliao's coffee products,this paper has certain guiding significance for the operation and management of the existing coffee shop retail.