Research On Marketing Strategies Of Real Estate Project Of The M Coffee Service Company

In recent years,the size of China’s coffee market is about 110 billion,which is far from the total market of one trillion.The coffee industry has a huge space for development.With the strong entry of luckin Coffee,the Chinese coffee market has started to waver again.According to statistics,the popularity of China’s coffee venture capital market has continued to increase from 2015 to 2017,and it has shown a high growth trend in 2018.The amount of venture capital in the Chinese coffee market has reached 322 million yuan,which is twice the total amount of financing in 2017.The development space is huge,the competition of the café brand is fierce,and the screening requirements for the brand are very high.The newly created coffee brand cannot compete with the giants for “brand recognition”,and there is considerable pressure to survive and compete.At present,Starbucks has nearly 4,000 stores in China,with an average annual turnover of 5 million in a single store.It accounts for about 50% of the market share of chain coffee brands.According to this,the overall market share of chain coffee brands is about 40 billion yuan.It is quite different for small regional coffee shops affected by location factors and the overall revenue.This paper takes M coffee marketing strategy research as the case,and studies the marketing strategy of M Coffee according to the data of relevant departments and customer survey.This paper first analyzes the current situation of marketing strategy of M Coffee,and summarizes the problems of M Coffee’s marketing strategy.For example,it is difficult to break through the profitability of homogeneous product with low-price;it is necessary to expand the operation of multi-store direct-sale stores,the anti-risk capability is low,it is lack of operational standardization management capabilities,and low marketing and planning capabilities.Then,using PEST analysis on the external marketing environment of M Coffee,and the competitive environment of the industry was analyzed from five aspects: competitors,new entrants,substitutes,suppliers and customers.Then use 4P marketing theory to propose optimization suggestions for M Coffee’s marketing strategy: create star products,differentiate pricing strategies to ensure price advantage,strengthen offline promotion,increase online promotion,and increase promotion through advertising and public relations.Finally,propose safeguards for the aforementioned marketing strategy.Based on analysis of the marketing strategy of M Coffee,discovering the problems and making suggestions,this paper hopes to have practical significance for the optimization of M Coffee’s marketing strategy,and at the same time provide guiding significance and reference value for the better development of other coffees.