Research On The Market Positioning Of "Molly Cafe" In The Context Of Cross-border Integration

With the progress of the society,the continuous development of the Internet and the rapid development of the market,in order to better cope with the changing market,the coffee shop industry has entered a new era of cross-border integration,and many kinds of “coffee shop+” is emerging.In the face of such a complex market background,how do cafes scientifically and effectively formulate suitable market positioning for their own development? The key is to catch the minds of consumers.There are many enterprises think that the market positioning which they formulate very seriously,but it can’t get the attention of customers and market.Therefore,there is a sense that the market positioning is not helpful to company operation.Actually,this is because the market positioning of such enterprises is out of touch with the minds of consumers.Actually,the successful market positioning must be consistent with the customers’ mind and let customers understand clearly.At the same time,the formulation of enterprise market positioning should run through the whole process of enterprise operation and the enterprise also needs to pay attention on spreading its positioning.This paper adopts the methods of interview,questionnaire analysis,model construction and so on.This paper research on Molly cafe which is a new entrant in the coffee shop industry in third-tier cities.Firstly,it introduces the relevant theories and methods of market positioning.Secondly,the market positioning status and relevant problems of Molly cafe were analyzed in detail from the supply side and the demand side respectively.It is concluded that the main problem of Molly cafe is that its market positioning is not made in combination with consumer demand and integrated into the whole process of operation,which lead Molly cafe to lack of positioning practice to guide the operation details in operation.In this paper,by combining the present situation of Molly cafe to design the quantifiable evaluation index system of market positioning about cafe that is in order to dig and analyze its advantages and disadvantages that exist in its market positioning.Finally,to make the suitable market positioning for Molly cafe combining with the STP theory and put forward the specific solutions and suggestions for the problems which are obtained from the above content.