Research On The Service Marketing Strategy Of K Coffee Shop In Kunmin

This study aims to research the service marketing strategy of K Coffee Shop in Ku nming.With the rise of independent coffee shops in China,consumers’ emphasis on cof fee quality and service experience continues to increase.The Kunming market has seen the emergence of over 1,200 independent coffee shops.However,physical independen t coffee shops face both opportunities and challenges in the competition with new retail coffee and international local chain coffee shops.With the increasing disposable incom e of consumers,there is a growing demand for coffee quality and social spaces.Theref ore,formulating and applying suitable service marketing strategies for K Coffee Shop i n the competitive internal and external environment becomes a key factor.This study is based on real data and information obtained through field research.It adopts the SWOT analysis method,combined with the STP theory and 7Ps marketing mix,to conduct in-depth analysis of the marketing environment and current situation of the coffee shop.The study found issues such as insufficient product innovation and dis tinctive services,imperfect differentiated pricing mechanisms,underutilization of chan nel data mining,weak perception of diverse promotional methods,poor personnel man agement and service effectiveness,insufficient service process management and trackin g,and inadequate tangible displays of personalized attractiveness.This study employs a combination of theory and practice and clarifies the target market of the coffee shop a s the young adult group aged 25-35,with store experience as the main strategy.Based o n the data and current issues,the study proposes measures such as innovative product s ervice features,multi-perspective differentiated pricing,digital channel expansion for p recise marketing,coexistence of diversified promotional methods,improvement of serv ice and feedback efficiency,and enhancement of spatial experience functionality.This s tudy aims to help K Coffee Shop adapt to the changing environment of the Kunming co ffee market,effectively enhance service marketing and customer loyalty,and provide g uidance and foundation for future marketing strategy development.Additionally,other similar independent coffee shops can also gain reference and inspiration from this study.