Study The Optimization Of Marketing Strategy Of LM China Espresso Machine

With the development of China's national economy and the continuous improvement of people's living standards,as well as the impact of foreign culture and consumption habits,Chinese specialty coffee market has exploded,the Chinese market for high-end semiautomatic espresso coffee machine demand rapid growth.In this market environment,the coffee machine industry has flourished,especially the espresso coffee machine(i.e.semiautomatic espresso coffee machine)is becoming more popular in the industry.However,whether it is the commercial coffee machine industry,or the home coffee machine industry,although Chinese coffee market started late,but there are more and more players to join the game.In the commercial coffee machine industry,as the earlier entering LM brand,facing the challengers likes of Slayer,Kees,Synesso,etc.And in the home sector,LM(China)faces Nestle,Delong,Illy and other brands that have gained popularity,and competition is extremely fierce.This paper will firstly analyze the market opportunities,competitive environment and marketing status of LM semi-automatic espresso coffee machine steamed by combining the development of today's premium specialty coffee market.At the same time,the SWOT analysis method will be used to analyze the situation of the domestic and foreign competitors faced by LM(China)through the internal and external environment of LM and the resources,the situation of the LM semi-automatic espresso coffee machine market,and the LM semi-automatic espresso coffee machine brand analysis and market segmentation.Then the analysis with STP and 4P marketing theory will try to find the problem and solution of prices,channels,promotions and product of LM espresso coffee machine.Through research,this paper concludes that with the development of Chinese economy and the improvement of people's living standards,people's demand for high-end semi-automatic espresso coffee machine will be higher and higher,and the LM semi-automatic espresso coffee machine will be perfectly in line with the market demand for high-end semi-automatic espresso coffee machine.In order to further analyze the competitive environment faced by LM(China),this paper analyzes the opportunities and challenges faced by China's current import and export traders,and the market positioning of LM(China)and adopts effective marketing strategies.China's first-and second-tier cities,whether it is the specialty coffee industry,or semi-automatic espresso coffee machine industry,are showing a trend of growth,and the market demand for semi-automatic espresso coffee machines is increasing,especially in the high-end semi-automatic espresso coffee machines.From the current development situation in China,although the short-term economic situation is not good for the sale of semi-automatic espresso coffee machine,but from the long-term development trend,high-end Italian coffee machine will get a good development opportunity.LM(China)should embrace this opportunity by creating a cost-effective models,building explosive funds,increasing online sales channels,strengthening support for dealers,setting unified distribution prices,doing reasonable arrangements for promotion,etc.to optimize its marketing strategy from the perspective of products,channels,prices,etc.Thus,it can keep its leadership in China's semi-automatic espresso coffee machines.